Final answer:
Counter attitudinal behaviour is acting in ways that are opposite to one's existing attitudes. It can occur due to cognitive dissonance, an internal conflict, or through external persuasion that utilizes central and peripheral routes to change one's attitudes and behaviors.
Step-by-step explanation:
Counter Attitudinal Behaviour
Counter attitudinal behaviour involves acting in ways that are contrary to an individual's existing attitudes. This can be the result of external factors such as persuasion or internal factors like cognitive dissonance. Cognitive dissonance occurs when a person experiences a conflict between their attitudes, beliefs, or behaviors, which leads to discomfort. To reduce this discomfort, the individual might change their attitudes or behavior.
Internal Change through Cognitive Dissonance
Cognitive dissonance is a powerful motivator for changing our own attitudes and beliefs. When people find themselves acting in a way that contradicts their self-image or core beliefs, they experience discomfort and will strive to reduce it. For instance, if someone who values environmental conservation finds themselves wasting water, the tension between their actions and beliefs could lead them to change their behavior to align with their environmental values.
External Change through Persuasion
Persuasion is an external force that can influence our attitudes and behavior. It utilizes the central route to persuade with facts and information, while the peripheral route relies on cues such as positive emotions or celebrity endorsements to create associations and invoke changes in attitude. Both routes engage different psychological mechanisms to alter attitudes.