By providing an introduction to language attitude theory, this chapter serves as a reference point for the subsequent chapters. The chapter begins by considering attitudes in general (their formation, functions, and components) before focusing specifically on language attitudes. The chapter examines the link between language and social identity, the notion of language attitudes as reflections of social mores and the related issue of language attitude change, and the difference between (and inter-relatedness of) language attitudes and ideologies. The chapter then discusses the implications and consequences of language attitudes at the micro as well as the macro level. Subsequently, the chapter covers the key individual and socio-structural factors that influence language attitudes, and it discusses the evaluative dimensions of language attitudes (and how they are connected to the aforementioned socio-structural factors). The chapter introduces the three types of methods by means of which language attitudes can be investigated – that is, the analysis of the societal treatment of language, direct methods, and indirect methods – and the key overarching issues in language attitudes research which are covered in the book (i.e. regarding different community types, different data types, priming, and mixed-methods approaches). The aims of the book, and its structure and contents, are explained.

Attitudes are people’s stored evaluations of entities (e.g., behaviors, people, ideas, objects). Attitudes are interesting from a behavior change perspective, given theory and research suggesting that attitudes guide behavior; thus, changing attitudes may be an effective means to change behavior. This chapter provides an overview of the attitude change literature and interventions targeting attitude change in order to change behavior. The chapter also provides example materials used in attitude-based behavior change interventions across a broad range of behaviors. First, the chapter provides an overview of the conceptualization and measurement of attitudes and the psychological theories that have been employed to explain how attitude change occurs. Next, research evidence of various attitude change techniques is reviewed, including information provision, communication-persuasion, and cognitive dissonance approaches. In addition, step-by-step instructions for select attitude change techniques are provided as templates for interventionists to formulate effective attitude change interventions. The chapter also provides a range of evidence-based materials that can be delivered in a variety of delivery modes (e.g., face-to-face, online, mass media). Finally, a review of the evidence on the effective implementation of these techniques is presented. The chapter concludes with a summary of the attitude change literature and presents some challenges and future directions in moving the attitude research forward.