Abstract
A differential equation model of the attitude change process is proposed which considers an individual's attitude as affected by discrepant messages along a unidimen-sional continuum. The model posits two dynamic components: translation to a new equilibrium due to the impulsive force of the message, and oscillation around the moving equilibrium due, in part, to restoring forces resisting displacement from equilibrium. An experiment to test some of the implications of the model is performed, in which 1174 subjects receive one of three messages differing in discrepancy from their attitude, and in which they are randomly assigned to varying times during which they may consider the message; almost all subjects consider the message for a period of not less than 10 and not more than 815 seconds. A structural equation with translation and undamped oscillation is found to significantly but modestly fit the data. Implications for the periodicity and temporal parameters of the attitude change process are discussed, and theoretical and methodological implications of the approach taken are considered.
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