A dynamical perspective on attitude change

Abstract

This paper focuses at the dynamics of attitude change in large groups. A multi-agent computer simulation has been developed as a tool to study these dynamics. A major extension in comparison to earlier models is that Social Judgement Theory is being formalised to incorporate processes of assimilation and contrast in persuasion processes. Results demonstrate that the attitude structure of agents determines the occurrence of assimilation and contrast effects, which in turn cause a group of agents to reach consensus, to bipolarize, or to develop a number of subgroups sharing the same position. The paper concludes with a perspective on further research.