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Formation

According to Doob in 1947, learning can account for most of the attitudes a person holds. The study of attitude formation is the study of how people form evaluations of persons, places or things. Theories of classical conditioning, instrumental conditioning and social learning are mainly responsible for formation of attitude. Unlike personality, attitudes are expected to change as a function of experience. In addition, exposure to the 'attitude' objects may have an effect on how a person forms his or her attitude. This concept was seen as the mere-exposure effect. Robert Zajonc showed that people were more likely to have a positive attitude on 'attitude objects' when they were exposed to it frequently than if they were not. Mere repeated exposure of the individual to a stimulus is a sufficient condition for the enhancement of his attitude toward it. Tesser in 1993 argued that hereditary variables may affect attitudes - but believes that they do so indirectly. For example, consistency theories, which imply that beliefs and values must be consistent. As with any type of heritability, to determine if a particular trait has a basis in genetics, twin studies are used. The most famous example of such a theory is Dissonance-reduction theory, associated with Leon Festinger, which explains that when the components of an attitude (including belief and behavior) are at odds an individual may adjust one to match the other (for example, adjusting a belief to match a behavior). Other theories include balance theory, originally proposed by Heider in 1958, and the self-perception theory, originally proposed by Daryl Bem.