Attitudes and Persuasive Communication Interventions

doi:10.1017/9781108677318.031

31 - Attitudes and Persuasive Communication Interventions

from Part III - Behavior Change Interventions: Practical Guides to Behavior Change

Published online by Cambridge University Press: 04 July 2020

Kyra Hamilton and

Edited by

Nelli Hankonen and

Martin S. Hagger: Affiliation:
University of California, Merced
Linda D. Cameron: Affiliation:
University of California, Merced
Kyra Hamilton: Affiliation:
Griffith University
Nelli Hankonen: Affiliation:
University of Helsinki
Taru Lintunen: Affiliation:
University of Jyväskylä

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Summary

Attitudes are people’s stored evaluations of entities (e.g., behaviors, people, ideas, objects). Attitudes are interesting from a behavior change perspective, given theory and research suggesting that attitudes guide behavior; thus, changing attitudes may be an effective means to change behavior. This chapter provides an overview of the attitude change literature and interventions targeting attitude change in order to change behavior. The chapter also provides example materials used in attitude-based behavior change interventions across a broad range of behaviors. First, the chapter provides an overview of the conceptualization and measurement of attitudes and the psychological theories that have been employed to explain how attitude change occurs. Next, research evidence of various attitude change techniques is reviewed, including information provision, communication-persuasion, and cognitive dissonance approaches. In addition, step-by-step instructions for select attitude change techniques are provided as templates for interventionists to formulate effective attitude change interventions. The chapter also provides a range of evidence-based materials that can be delivered in a variety of delivery modes (e.g., face-to-face, online, mass media). Finally, a review of the evidence on the effective implementation of these techniques is presented. The chapter concludes with a summary of the attitude change literature and presents some challenges and future directions in moving the attitude research forward.

Keywords

attitude change attitude theory theories of persuasion cognitive dissonance theory information provision communication persuasion

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Type: Chapter
Information: The Handbook of Behavior Change , pp. 445 - 460

DOI: https://doi.org/10.1017/9781108677318.031 [Opens in a new window]

Publisher: Cambridge University Press

Print publication year: 2020

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