The cognitive componentrefers to what an individual thinks in association
with a particular attitude. Amanda has a positive attitude toward the use of nuclear
reactors to generate electricity. She thinks, “If we want to live in the modern
world, we need plenty of power. Nuclear reactors provide it.” Preston has a neg-
ative attitude toward nuclear reactors. He thinks, “If we want to live in a safer
world, a world without radioactive fallout, we should start generating more elec-
tricity with wind turbines.”
The affective componentrefers to whatever emotions are triggered by a
particular attitude. Richard has a positive attitude toward the potential entry of his
nation into a particular war. When he hears a military band, his heart begins to
race. He gets goose bumps. He is filled with pride in his country. John has a neg-
ative attitude toward the same war. When he hears military music or sees a parade,
he sometimes feels depressed, and sometimes he feels angry.
The behavioral componentrefers to the action that an individual takes in
connection with a particular attitude. Returning to Amanda, when she hears that
a new nuclear plant is being proposed in her county of residence, she writes to the
members of the board of supervisors encouraging them to vote in favor of zoning
changes that will make construction possible. On the other hand, Preston carries
signs in a protest march designed to block the building of a new nuclear power
plant. He writes letters to the governor of the state begging him to interfere with
the construction of the plant.(a) The component of an attitude refers to what an individual thinks in asso-
ciation with a particular attitude.(b) The component of an attitude refers to whatever emotions are triggered
by a particular attitude.
(c) The component of an attitude refers to the action that an individual takes
in connection with a particular attitude.Answers: (a) cognitive; (b) affective; (c) behavioral.The Art of Persuasion: Toward the Changing of Attitudes
Special interest groups, political parties, certain corporations, lobbying organ-
izations, advertising agencies, and powerful individuals often have an interest
in changing widely held attitudes. Consequently, a great deal of thought has
been given to the art of persuasion,an application of the factors that can to
some extent induce a change of attitude in either a target individual or a target
audience.
It is often effective to make an appeal to authority.A reference can be made
to a physician, scientist, attorney, psychologist, or other professional person. The252 PSYCHOLOGY