"Attitude" happens to be a cumulative effect of opinions, judgments, behaviors and viewpoints and thus is a very broad and complex term.
According to Sheriff we are constantly making judgments as we keep get information. We tend to compare all input to our present attitudes which is called "anchored attitude" and on the basis of which we label all pieces of information as acceptable or non- acceptable; good or bad; right or wrong and so on. This shows the relativity of our judgments
The second step is the assimilation effect and the contrast effect. The former stems from the latitude of acceptance and involves "pulling " and the latter stems from the latitude of rejection and involves "pushing". One significant factor that accounts for the final effect is our "ego involvement" which signifies the importance of a certain issue in our lives. The final say depends on our personality traits and psychological characteristics. Social judgment theory says that people with large latitude of rejection are highly committed people nd strong -headed. Persuasion or advocation can also be a cause for attitude change and is influenced by target characteristics, message characteristics and source characteristics.