Written by two world-leading academics in the field of attitudes research, is a brand new textbook that gets to the very heart of this fascinating and far-reaching field. Greg Maio and Geoffrey Haddock describe how scientific methods have been used to better understand attitudes and how they change. With the aid of a few helpful metaphors, the text provides readers with a grasp of the fundamental concepts for understanding attitudes and an appreciation of the scientific challenges that lay ahead.

The Internal World

The internal world

Questions to Ponder

  • Do implicit measures assess our “true” attitudes?
  • Are implicit measures better than explicit measures?
  • Does nodding or shaking your head influence your attitudes?
  • How do alcohol and caffeine consumption influence our attitudes?
  • Are some attitudes heritable?
  • Which regions of the brain are most strongly associated with attitude responses?
  • Does our age affect our susceptibility to attitude change?


We have called this chapter “The internal world”, because we wish to emphasize how, broadly speaking, factors within the individual can influence their attitudes. “Internal” has a variety of meanings in our context – be it something in our brain, an action we perform with our body, to something we consume in our body. In this chapter, we want to take you on a tour of some of ...

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