Abstract
This chapter discusses the hierarchical models. Social judgment theory and dissonance theories make attitude change predictions that are identical to those of information processing theory. The source of internal messages is the self; therefore, the balance theory makes attitude change predictions that are identical to those of reinforcement theory without extinction. The congruity theory predicts that the attitude change derives from a source object discrepancy; therefore, it is difficult to see how congruity theory would be extended to hierarchically organized attitudes. The chapter focuses on the reinforcement theory. The basic reinforcement model is easily derived but makes bizarre predictions. The basic model predicts that internal processes drives lower order attitudes to infinite intensity, even though the attitude at the top of the hierarchy remains constant. The lower the order, the more rapid the intensity grows. Furthermore, this prediction does not depend on the specific mathematical equation used, it follows from the qualitative logic of reinforcement theory without extinction.
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