ABSTRACT
How attitudes guide human thought and behavior has long been of keen interest within psychological science. Spanning more than a century of inquiry, the research literature on attitudes has evolved from an early focus on basic measurement and learning, to complex dual and multi-process theories. This chapter reviews many theoretical conceptualizations, approaches, and findings regarding attitudes and the factors that influence the likelihood of attitude change. To organize these breakthroughs and insights over the history of the field, we use the lens of modern, cognitive theories as well as older theories of attitude function that might be fruitfully combined to guide future research on attitude change and attitude strength.
