This theory focuses on two things: (i) The meaning of the influence situation in terms of both the kinds of motives that it arouses and (ii) The individual’s method of coping and achieving his goals. stream Theories of attitude formation and change. The sentiment or linking relations include all form of sentiments or effect and the unit relations express the fact that two elements are perceived as belonging together. This approach makes an important contribution towards an understanding of the conditions that influence the maintenance and stability of attitude change. Knowledge Function.

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Congruity exists when a source and concept that are positively associated have exactly the same evaluations and when a source and concept that are negatively associated have exactly the opposite evaluations attached to them. High rewards accompanying high dissonance tend to reduce the discomfort inherent in the dissonance because it increases the consistency side of the individual’s balance sheet. A common and central theme of these early efforts was the listing of the specific personality functions that attitudes served for individuals.

(iv) The theory also suggests that persuasive communication can also be used to change the attitudes, by revaluating the goals themselves.

Further, the greater the dissonance, after it has been moderated by the above mentioned factors, the greater the pressures to reduce it. M.I. The social judgment theory was originally formulated by Sherif and Hoveland. It assumes that the relationship between the affective and cognitive components of the attitude change when an attitude is altered. People tend to perceive others and objects linked to them so that the system is balanced. The functional approach to the study of attitudes . Ego-Defensive Function. These attitudes are often related to important values. Research has generally concluded that people seek consistency among their attitudes and between their attitudes and their behaviour. In other words adding another issue in the main issue. When imbalanced state occurs, the psychological tension which is created motivates the person to restore the balance cognitively by changing the relations. (i) A person’s effect towards or evaluation of the attitude object tends to be consistent- with this cognitive structural component. A common and central theme of these early efforts was the listing of the specific personality functions that attitudes served for individuals. Attitudes serve four major functions for the individual: (1) the adjustments function, (2) the ego defensive function, (3) the value expressive function (4) the knowledge function. Rewards also influence the degree to which individuals are motivated to reduce dissonance.

Functional Attitudes theory suggests that beliefs and attitudes are influential to various psychological functions. Though various consistency theories differ in several respects, all of them have a common object that is reducing the inconsistency and returning the individual to the equilibrium state. This theory is concerned mainly with what happens within the individual when an attitude changes. Thus a person’s attitude towards an object depends on his attitudes towards a source who is linked with the object. As a result, incongruity leads to a change of attitude. Both sentiment relations and the unit relations can be positive and negative. This can be done by either altering the attitude or the behaviour or by developing a rationalization for the discrepancy. People hold given attitudes because these attitudes help them achieve their basic goals. To bring the balance in this situation he will either change his negative relation with the Maruti car, he can ask his father to change his attitude and give him an imported car. When there is an inconsistency, forces are initiated to return the individual to an equilibrium state where attitudes and behaviour are again consistent. to better understand this, one must first understand the functional theory of attitudes. He can either change his behaviour, or he can change his dissonance, or he can change his attitude.

Theories of attitude formation and change.

[ 11 0 R 12 0 R ] It has its origins in the works of Emile Durkheim, who was especially interested in how social order is possible or how society remains relatively stable.As such, it is a theory that focuses on the macro-level of social structure, rather than the micro-level of everyday life. His father gifts give him a latest model Maruti car. Katz theorizes four possible functions of attitudes.

These factors suggest that just because individual experiences dissonance, they will not necessarily move directly toward consistency, that is, toward reduction of this dissonance. /Rotate 0 /Annots 10 0 R >> Functional theories of attitude entered the literature in the 1950s when researchers developed the idea that attitudes served varying psychological needs and thus had variable motivational bases. In this situation there are three elements the person, his father and the car. If the elements creating the dissonance are relatively unimportant, the pressure to correct this imbalance will be low. Adjustment Function There will be imbalance if all three relations are negative or if two relations are positive and one is negative. endobj Daniel Katz proposed a functionalist theory of attitudes.

(i) The meaning of the influence situation in terms of both the kinds of motives that it arouses and (ii) The individual’s method of coping and achieving his goals. stream Functional theories of attitude entered the literature in the 1950s when researchers developed the idea that attitudes served varying psychological needs and thus had variable motivational bases. Therefore, individuals will seek a stable state where there is a minimum of dissonance, because an individual cannot completely avoid dissonance. They can be beneficial and help people interact with the world. This means that when a functionally evaluative attitude is held, attitude objects are treated as ends in themselves as individuals perceive their association between either reward or punishment. The functional theory of attitudes (Katz, 196026. BOLSTERING → Adding elements in the structure.

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