Factors influencing and changing attitudes

Factors that influence and change attitudes (the use of attitudes in public relations)

Attitudes can be divided into two types: First, the consistent change of attitudes refers to the change of the intensity of the original attitude, while its direction remains unchanged, such as the slight opposition (or approval) attitude changes to a strong opposition (or approval) attitude. It can be said that the consistent change of attitude is the change of attitude "quantity". Second, the inconsistent change of attitude refers to the change of direction when the old attitude is replaced by a new attitude. For example, the attitude from opposition to approval, or vice versa. It can also be said that the inconsistent change of attitude is a "qualitative" change of attitude.

The formation and change of attitude are restricted by the following subjective and objective factors.

(1) Social factors

Social factors refer to various things in society, including social system, social groups, social communication, moral norms, national laws, public opinion, customs and habits, etc. Their existence and function are powerful, affecting the formation and change of people's attitudes.

(2) Group factors

Many social factors often work through various groups, which are the epitome of society. The influence of groups depends on the relationship between individuals and groups.

(3) Propaganda factors

Many social factors and group factors often work through certain propaganda factors. Propaganda factor refers to the combination of propagandist's prestige, propaganda content, propaganda methods and so on to become an objective persuasion, which affects the formation and change of the propagandist's attitude.

(4) Personality factors

Subjective personality factors include personality tendency factors and personality psychological characteristics.

1. Personality tendentiousness factors

Personality tendentiousness refers to the stable characteristics of consciousness tendentiousness in individual psychological activities, mainly including needs, motives, interests, ideals, beliefs, world outlook and other factors.

2. Personality psychological characteristics (Source: Self-taught Examination 365)

Personality psychological characteristics refer to the stable psychological characteristics in individual psychological activities, including three factors: ability, temperament and personality.

(5) Characteristic factors of attitude system

A person forms certain attitudes, and these attitudes often combine with each other to form an attitude system. The system has various characteristics, which, as a subjective psychological condition, affects the formation and change of attitude. Attitude is not easy to change if it has one of the following characteristics: attitude is formed when it is young; Attitude has developed to two extremes; The relationship involved in attitude is complicated; Attitude is consistent in a long period of time, and has formed corresponding beliefs; The three factors of cognition, emotion and intention in attitude are completely coordinated; Attitude strongly encourages action and makes the subject get more satisfaction; Attitudes are closely related to values. If attitudes have more of the above characteristics.