Attitude is an evaluative judgment and response to the many aspects of our world. Think of it as an operating system running in the background of your mind, coloring interactions with people, events, and ideas like fairness. Psychologists study attitudes because they shape behavior and structure social reality. For example, a strong belief in “eating vegetables at every meal” influences grocery lists, dinner plans, and judgments about others’ plates.

The Origins of Attitude: How Our Views Are Forged

Attitudes develop over a lifetime, shaped by personal experience, conversations, and media. Even subtle repeated pairings—such as a product appearing in a hero’s hands—can create positive associations. Much of this learning is subconscious.

Consider conditioning, which is learning by association:

1. Classical conditioning: A neutral stimulus (a song, place, or scent) paired with a strong emotion can trigger that emotion later.
2. Operant conditioning: Rewards and punishments shape attitudes by reinforcing or discouraging behaviors (praise for politeness, a burn from a hot stove).

Cognitive reasoning and imitation of admired people also contribute to attitude formation.

When Attitudes and Actions Don’t Match

Beliefs do not always predict behavior perfectly. The attitude–behavior gap is common, but under specific conditions attitudes reliably predict actions:

• The attitude is stable and personally important.
• The attitude is specific to the behavior.
• The attitude was formed through direct personal experience.
• The person is aware of their own attitude.

The Mechanics of a Mind Change

Attitudes can change. Two influential theories explain how:

Cognitive Dissonance Theory: Festinger argued that conflicting beliefs and actions create psychological discomfort, motivating people to change beliefs or justify actions to restore consistency.

Self-Perception Theory: Bem suggested we infer our attitudes by observing our own behavior when internal cues are weak. People derive insight into their preferences by noting what they do.

The Art of Changing Minds: Persuasion

Persuasion is guiding someone’s attitude through communication. Effective persuasion depends on three elements: source, message, and recipient.

Who is Speaking? Source credibility (expertise and trustworthiness) and likability strongly influence acceptance. Establish credibility early.

What is Being Said? The Elaboration Likelihood Model distinguishes two processing routes:

• Central route: For motivated, attentive audiences—use strong evidence and logic.
• Peripheral route: For distracted or uninterested audiences—use emotional cues, endorsements, or attractive presentation.

Other practical tools:

• Two-sided arguments: Acknowledge and refute counterpoints when the audience is skeptical.
• Timing: Use primacy or recency effects strategically depending on spacing.
• Freedom of choice: Framing decisions as the recipient’s choice increases compliance.

Who is Listening? Deeply held attitudes tied to identity are resistant. Messages that directly threaten core beliefs may prompt counter-arguing. Avoid announcing that you intend to change someone’s mind.

33 Attitudes for a Life of Purpose and Success

The following mindsets are practical orientations that can reshape interactions and trajectory.

1. Break the Ice with Smiles and Compliments
   A genuine smile and specific, sincere compliments lower defenses and create rapport.
2. Earn Respect Through Sincerity
   Authenticity builds trust; once lost, it is hard to regain.
3. Cultivate Strategic Toughness
   Be resilient and pragmatic without becoming cruel or unethical.
4. Mind Your Words
   Words can wound. Choose them to build, not to tear down.
5. Cherish Close Relationships
   Attend to those present in your life; small gestures of affection matter.
6. Give Without Expectation
   Offer time, help, and kindness without calculating immediate returns.
7. Question Appearances
   Recognize that perception is partial; seek fuller context before judgment.
8. Let Positivity Guide Action
   A constructive outlook focuses on solutions and resilience.
9. Learn from Others’ Strengths
   Observe and adopt valuable traits from people you respect.
10. Don’t Vent on Others
    Use anger as information; respond thoughtfully rather than lashing out.
11. Embrace Your Imperfections
    Your quirks are part of your distinct value—accept and refine them.
12. Learn by Falling
    Failure is an essential learning mechanism; recover quickly and iterate.
13. Use “No” to Protect Priorities
    Declining distractions is an affirmative step toward what matters.
14. Retreat Strategically
    Yielding or pausing can preserve energy for more important battles.
15. Align Dreams with Reality
    Adjust plans pragmatically while keeping long-term aspirations in view.
16. Seize Opportunities Proactively
    Be present and prepared to act; opportunity favors the ready.
17. Admit What You Don’t Know
    Acknowledging gaps invites learning and builds credibility.
18. Know When to Exit
    Recognize changing seasons and step back when persistence becomes harmful.
19. Shed Old Baggage
    Release rigid beliefs that block innovation and growth.
20. Take Creative Detours
    When blocked, change perspective or approach; solutions often lie off the beaten path.
21. Cultivate Equanimity
    Meet success and failure with calmness and measured perspective.
22. Practice Professionalism
    Present competence and reliability in contexts where they matter.
23. Build Reliable Partnerships
    Seek teammates who complement you and share commitment.
24. Avoid Gossip
    If you wouldn’t say it face-to-face, don’t repeat it behind someone’s back.
25. Shield Leadership, Share Credit
    In hierarchical settings, supporting leaders can protect your position and enable influence.
26. Seek Constructive Criticism
    Actively pursue feedback to accelerate learning and improvement.
27. Keep Learning
    Lifelong learning prevents obsolescence and fuels advancement.
28. Work Focused, Live Mindfully
    Sustain high performance with deliberate rest and slower rhythms outside work.
29. Persevere with Purpose
    Consistency and courage often bridge the gap between failure and eventual success.
30. Practice Letting Go
    Freeing yourself from lesser attachments makes room for growth.
31. Master Your Money
    Use wealth as a tool aligned with values, not an end in itself.
32. Favor Simplicity
    Value straightforward, effective solutions over unnecessary complexity.
33. Share Generously
    Giving knowledge, help, and joy enriches both giver and community.