Attitude Change

Thomas A. Heberlein

in Navigating Environmental Attitudes

Published in print September 2012 | ISBN: 9780199773329
Published online January 2013 | e-ISBN: 9780199979639 | DOI:
Attitude Change

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This chapter examines how attitudes change. The first assumption of the cognitive fix is that attitudes must change in order to change behavior. Leopold’s attitude changed from wolf-hater to wolf-lover. Bennington students’ attitudes became more liberal and these changes persisted for five decades. Public attitudes toward wolves and the environment have become more positive as older generations are replaced by new. But these changes all took time. Less well-developed attitudes can sometimes change quickly when linked to stronger, more central attitudes. This is where the media can play a role through framing. That attitudes can and do change does not necessarily mean we can change them whenever we choose.

Keywords: Aldo Leopold; attitude change; Bennington; cognitive fix; environmental attitudes; media; wolves

Chapter.  7639 words.  Illustrated.

Subjects: Sociology

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