ABSTRACT
The systematic use of learning theory as a model for attitude change makes it possible to take full advantage of the previously mentioned characteristics of learning theory: combination of principles in a determinate manner and quantitative specification. This chapter illustrates the development of an analogy between learning and social independent variables. Moreover, it is necessary to clearly specify what kind of learning situation the social conditions are analogous to; approach-avoidance conflict, instrumental reward conditioning, selective learning. The chapter focuses on an instrumental reward conditioning model and proceed from there to the selective learning and classical conditioning models. In the instrumental conditioning of attitudes, subjects read aloud persuasive communications designed so that the subject says the opinion to be learned, followed by an opinion-supporting argument. An attitude measuring apparatus assessed each subject's speed of agreement with the opinion after he had been exposed to the persuasive communication.
