Attitudes and behaviour

To influence people generally means that we are seeking to change their behaviour. And their behaviour is often determined by their attitudes. In this chapter we briefly discuss some of the insights produced by scientific research into attitudes. Some attitudes are formed more or less automatically, others are based on careful consideration of costs and benefits. Some are unstable, others extreme and almost impossible to change. Some are key determinants of behaviour, others far less so. All of these differences have repercussions when it comes to the best way to influence people's attitudes and behaviour. That is why it is important to know more about them and how they are formed.