INTRODUCTION :: INTRODUCTION : Attitudes are not directly observable . Attitudes are inferred from observable responses (we make a judgment that something has happened). The relevant observations here are evaluative responses that are elicited by certain stimuli, or occur in close conjunction with the attitude object. If there is an established tendency (consistency?) to respond in a certain way toward an attitude object, the person has formed an attitude toward this object.
PowerPoint Presentation: +/- (good/bad) Attitude Evaluative Responses Attitude Object “Ice cream is good ” “I like ice cream” “I eat ice cream”
DEFINITION: DEFINITION An attitude is an expression of favor or disfavor toward a person, place, thing, or event (the attitude object). Attitudes can be viewed as evaluations of various objects that are stored in memory.
The three Components of Attitude: The three Components of Attitude Cognitive – beliefs about what is or is not true with respect to the AO. Affective – feelings / emotions toward the AO. Behavioral – tendencies to do certain things with respect to the AO.
Tri-component model: Tri-component model COMPONENT CHARACTERISTICS EXAMPLES Affect Emotional reactions "I like/hate ..." Cognition Internalized mental representations, beliefs, thoughts “I think the world should..." Behavior Tendency to respond in a particular way toward the attitude object "I always do...”