Social psychology defines people’s attitudes as an association of beliefs and judgment toward some purpose. People’s behaviors are changing according to the influence of the communication and behavior response of the majority of people. We only take attitudes in case of individual’s motivation and benefit that sustain our reasoning consistency as approaches of functional and affective cognition. According to Eagly, A., & Chaiken, S. (1995), in “Attitude strength, attitude structure and resistance to change”,
They said that an interactive network can be changed through a single node. And that the activation of an emotional node can influence the associative network. Consequently emotional node can modify attitudes through cognitive mechanisms.
People’s emotion is the major key of social influence and attitude change. In the negotiation for example between 2 negotiators each of both tries to convince the other party of the logic of his proposition. Moreover individuals work and think with their cognitive state. In addition those emotional statements are seen in advertising campaigns of health (tobacco health risks) or in political movements that highlight the fright of violence and criminality.
According to Davis, E. E. (1965) in “Attitude change”, attitude arises from vital factors that influence the emotional state of peoples and their stimulus. It does include self-efficacy and involvement to eventual issues. However decision involves a new position and attitude toward an object that may defy society norms and lead them to conflicted situations. For example politics speaks about honesty and transparency and the necessity to fight corruption and in the same time they are involved in briberies and high corruption. It is exactly what it is happened in the last revolts in Arab regions. When Islamists leaders speak about social justice and the necessity to fight poverty and corruption and in the same time Islamists leaders bought homes & land and became businessmen’s. In promoting unfairness and inequities in their societies, governments nurture conflictual emotions and lack of trust among peoples and their followers cannot lobbying for them because they are not convinced thus they cannot convince people of the great actions of their leaders.
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