How Do Values Shape Attitudes?

How Do Values Shape Attitudes?

So campaigns to change attitudes are embarking on a fascinating but complex journey to find out

  • What attitudes people hold, and which ones a campaign might be able to change
  • What values people hold that can potentially be nurtured to get them to change their attitudes.

And this takes of course…RESEARCH, which this course will now dive into.

But before we embark, the next topic of this lesson will come back on a couple of thoughts that might sound very obvious. But maybe not….

“One of the most neglected factors in pushing for change is the set of values that motivate people—which represent a strong driving force behind many of our attitudes and behaviours. Examining these values more closely reveals some deep connections between seemingly different issues —and a wealth of opportunities to bring about lasting, systemic change.”

Public Interest Research Center