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Attitude change is the gradual or sudden transformation of attitude toward the attitude object: an idea, person, any tangible object (foreign-made cars), concept, etc. brought about by new information learned, or by events, natural or otherwise, or commercials etc. The change can be either positive or negative: from hating the object to liking it (positive change) or from liking to hating (negative change).
Attitudechanges tend to be temporary and unpredictive of behavior.
Attitudeschanged by the central route "have been found to be relatively accessible, persistent over time, predictive of behavior, and resistant to change until they are challenged by cogent contrary information".
Attitudechange via the peripheral route of persuasion can be highly effective; however, research has shown that such attitudechanges are "less accessible, less enduring, and less resistant to subsequent attacking messages" than carefully processed information.
In academic psychology parlance, attitudes are positive or negative views of an "attitude object": a person, behaviour, or event.
There is also a great deal of new research emerging on "implicit" attitudes, which are essentially attitudes that people are not consciously aware of, but that can be revealed through sophisticated experiments using people's response times to stimuli (how quickly they can make judgements about them).
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