(BQ) Part 1 book "Social psychology - Hanbook of basic principles" has contents: Attitude change, foundations of interpersonal trust, social psychology of leadership, inclusion and exclusion - implications for group processes, organizational behavior, social action, consumer behavior and marketing,.and other contents. | PART IV INTERPERSONAL SYSTEM Attitude Change INTERPERSONAL SYSTEM CHAPTER 24 Attitude Change GREGORY R. MAIO GEOFFREY HADDOCK tween objects), and even humorous stimuli (., cartoons). This chapter attempts to summarize some basic principles of persuasion that operate across these domains, drawing heavily on well-researched models of persuasion. To begin, the chapter describes the content, structure, and function of attitudes, which helps to lay the foundation for understanding principles of attitude change. We then begin to foreshadow specific principles by reviewing models of attitude change and noting their points of agreement. Next, the chapter considers four basic principles in detail and briefly highlights other potential principles. Finally, we note relevant issues for future research. Attitudes are important because they involve large parts of our mental life. When we really like something or someone, our relevant feelings, beliefs, and behaviors are all swayed in a positive direction, and it is difficult for people to be “objective” and ignore these tendencies. This potent effect of attitudes is the reason why people often think of attitudes as the principal cause and the principal consequence of important social problems. For instance, if people wish to explain bitter fighting between two ethnic groups (., Shia and Sunni Muslims or Serbs and Croats), the first explanation usually considered is “ethnic hatred,” which is simply a negative attitude toward the other ethnic group. Consequently, if people seek a means to reduce the conflict, they will suggest ways to try and ameliorate the bitter intergroup attitudes. The success of such interventions to change attitudes may vitally depend on developing a thorough understanding of the persuasion process. Attempts at persuading people to like another group may work well on some occasions but many terribly backfire on other occasions. To facilitate successful interventions, persuasion researchers have
