Models of Attitude and Belief Change from the Perspective of System Dynamics

摘要

This paper describes models of attitude and opinion change from several theoreticalperspectives. Current research in persuasion, argumentation, opinion setting, andattitude change emphasize either cognitive, emotional, or behavioral factors, whichdetermine how people change their attitudes. The paper first reviews the pioneermathematical work of John E. Hunter and his colleagues and then assesses his modelsfor its loop structural characteristics. Simulation output as well as the structuralcharacteristics of these models indicates that behavioral approaches, such as imitationand conditioning, are problematic in controlling attitudes through arguments, messages,and behavior. Cognitive dissonance and information processing models appear to bemore effective in controlling attitudes. Finally, the paper concludes with anembellishment of these models to show how cognitive searching processes can give timeto think about counterarguments and thus be used as a coping mechanism to resistpersuasive messages.