Abstract

Why do we do the things we do? This question has captured the imagination of philosophers, psychologists, writers, and lay people alike, and attitude theorists are no exception. This chapter will explore the role of motivation on attitude formation, activation, and change. However, prior to investigating the impact of motivation on attitudes, this chapter will set the stage by first defining motivation, including both classic and contemporary theories of motivation. Next, this chapter will explore the outcomes of motivation, including the end states humans are motivated to reach. In addition, this chapter will examine how the motivational effects on attitudes translate into behavior. Finally, this chapter includes some potential fruitful directions for future research, highlighted throughout the chapter and summarized at the end.