Formation of Attitudes

Attitudes are formed through experiences, social influences, and cognitive processes. They develop as individuals evaluate their environment and interactions, influencing how they feel, think, and behave toward different objects, people, or events. Attitudes are shaped by cultural norms, family beliefs, and personal experiences.

Heider’s Balance Theory

Heider’s Balance Theory suggests that people seek harmony or balance in their attitudes and relationships. If a person likes a particular object or person, they are more likely to form positive attitudes towards related objects or people. For example, if someone admires a friend who supports a specific political party, they are likely to adopt a similar viewpoint to maintain balance.

• Example: If you like a celebrity and they endorse a product, you might develop a positive attitude towards that product.

Festinger’s Cognitive Dissonance Theory

Festinger’s Cognitive Dissonance Theory explains attitude change when there is a conflict between a person’s beliefs and actions. The discomfort (dissonance) caused by this inconsistency motivates individuals to change their attitudes to restore harmony.

• Example: If someone believes in a healthy lifestyle but smokes, they might either justify smoking by downplaying its health risks or quit smoking to reduce the discomfort.

Conclusion

Both theories explain how attitudes evolve and change based on personal experiences, relationships, and the need for internal consistency.