Attitude change refers to the process of how individuals' thoughts, feelings, and beliefs about a particular topic or issue can be altered. This area of research explores the factors that influence people's attitudes and how these attitudes can be modified. Some of the key factors that can lead to attitude change include persuasion, social influence, cognitive dissonance, and emotional appeals. Researchers in this field often study the effectiveness of various strategies for changing attitudes, as well as the long-term impact of attitude change on behavior. Understanding how attitudes are formed and changed is crucial in fields such as psychology, marketing, and communication.