“Attitude changes both as a function of individual needs
and motives and as a function of social situations. The need
for success, reward and cognitive consistency interacts
with the effect of pleasurable contexts and environments
and valued models. Attitudes can change through activity
which is self-directed and purposefully planned, as well as
through the need for security and status within a group and
through societal demands. Attitude change is essentially
a cognitive activity, yet is formulated through social activity.”
(Baker 140).
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