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Navigating Environmental Attitudes$
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Thomas A. Heberlein

Print publication date: 2012

Print ISBN-13: 9780199773329

Published to Oxford Scholarship Online: January 2013

DOI: 10.1093/acprof:oso/9780199773329.001.0001

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Attitude Change

Attitude Change

Aldo Leopold Meets the Bennington Women

(p.34) 3 Attitude Change
Navigating Environmental Attitudes

Thomas A. Heberlein

Oxford University Press

This chapter examines how attitudes change. The first assumption of the cognitive fix is that attitudes must change in order to change behavior. Leopold’s attitude changed from wolf-hater to wolf-lover. Bennington students’ attitudes became more liberal and these changes persisted for five decades. Public attitudes toward wolves and the environment have become more positive as older generations are replaced by new. But these changes all took time. Less well-developed attitudes can sometimes change quickly when linked to stronger, more central attitudes. This is where the media can play a role through framing. That attitudes can and do change does not necessarily mean we can change them whenever we choose.

Keywords:   Aldo Leopold, attitude change, Bennington, cognitive fix, environmental attitudes, media, wolves

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