Attitudes have three components - cognitive, affective, and behavioral. The lecture discussed three theories of attitude change: evaluative conditioning, operant conditioning, and observational learning. Operant conditioning states that behavior is influenced by consequences and was founded by Thorndike's Law of Effect and Skinner's Principle of Reinforcement. Observational learning involves four processes - attention, retention, motivation, and reproduction - and can be influenced by cognitive dissonance when cognitions contradict each other. An experiment by Festinger and Carlsmith supported the hypothesis that higher cognitive dissonance leads to changes in attitude.