Changing an established attitude is often more difficult than forming one, especially if the attitude is strong or long-held. Key theories explain how this shift happens:
Attitude research has shifted from a narrow focus on micro-processes to a of how individuals evaluate their world. Broadly defined, an attitude is a summary evaluation of an "object of thought"—ranging from concrete items like a new restaurant to abstract concepts like equality. The Anatomy of an Attitude Attitudes and Attitude Change
Favorable or unfavorable encounters with an object shape immediate opinions. Changing an established attitude is often more difficult
The way one intends to act or actually behaves toward the object (e.g., "I will buy this brand"). The Anatomy of an Attitude Favorable or unfavorable
Attitudes aren't innate; they are learned through various channels:
Persuasion via logical reasoning and high-effort thinking. This leads to more enduring change.