Attitude consistency

Definition

Attitude consistency refers to the degree to which an individual's beliefs, feelings, and behaviors are aligned across different contexts and situations. When attitudes are consistent, a person's evaluations or responses remain stable over time and in various circumstances, reflecting a coherent internal belief system. This concept is particularly relevant when examining how exposure to media can influence or challenge existing attitudes, potentially leading to cognitive dissonance when contradictions arise.

5 Must Know Facts For Your Next Test

1. Attitude consistency plays a critical role in how individuals process media messages and can affect their acceptance or rejection of new information.
2. When faced with contradictory media messages, people may experience cognitive dissonance, leading them to either change their attitudes or rationalize the inconsistency.
3. Research shows that individuals with higher levels of attitude consistency are less likely to be influenced by persuasive media content.
4. Social norms and peer influences can impact attitude consistency, as individuals may adjust their beliefs or behaviors to align with those around them.
5. Maintaining attitude consistency can contribute to a person's sense of identity and self-concept, reinforcing their existing views in the face of new information.

Review Questions

• How does attitude consistency affect an individual's response to conflicting media messages?
  • Attitude consistency significantly influences how individuals respond to conflicting media messages. When people have well-formed attitudes that are consistent across different contexts, they are more likely to reject contradictory information that challenges their beliefs. This rejection helps maintain cognitive equilibrium, reducing the psychological discomfort associated with cognitive dissonance. As a result, individuals may selectively process or disregard media content that does not align with their established attitudes.
• Evaluate the relationship between attitude consistency and behavioral change in response to media exposure.
  • The relationship between attitude consistency and behavioral change is complex. Individuals with strong attitude consistency tend to resist changes in behavior prompted by media exposure since they prefer to align their actions with their pre-existing beliefs. However, if the media presents compelling evidence or narratives that resonate deeply with an individual's core values, even those with high attitude consistency may undergo significant behavioral shifts. This dynamic suggests that while attitude consistency can act as a barrier to change, it is not insurmountable under certain conditions.
• Assess the implications of attitude consistency for understanding audience engagement with persuasive media content.
  • Understanding attitude consistency has profound implications for analyzing how audiences engage with persuasive media content. Audiences with high levels of attitude consistency may be less susceptible to persuasion since they often defend their viewpoints against opposing narratives. This means that media creators must consider audience attitudes when crafting messages, as inconsistencies may trigger cognitive dissonance and resistance rather than change. Conversely, recognizing instances where individuals' attitudes shift can provide insights into effective messaging strategies, highlighting opportunities for persuading more flexible audiences.

Related terms

cognitive dissonance: Cognitive dissonance is the psychological discomfort experienced when an individual holds conflicting beliefs or engages in behavior that contradicts their attitudes.

media influence: Media influence refers to the ability of media content to shape public perceptions, attitudes, and behaviors through repeated exposure and framing.

behavioral consistency: Behavioral consistency is the tendency for individuals to act in ways that align with their established attitudes and beliefs across different situations.