Attitudes

Attitudes Cognitive component

The opinion or belief segment
Evaluative of an attitude.
statements or
judgments Affective Component
concerning The emotional or feeling segment
objects, of an attitude.
people, or
events. Behavioral Component
An intention to behave in a certain
way toward someone or something.
Three Main
Components of Attitudes
Cognition – an opinion or belief
“I just found out I am paid 20% less than my coworkers.”

Affect – the emotional or feeling segment

associated with that belief
“I feel angry that I am not being treated fairly.”

Behavior – the intention to behave in a

certain way
“I am going to quit this job soon as I can, and I am taking the red
stapler with me!”

4-3
Formation of Attitudes
 Direct experience with object
 Vicarious Learning
 Family and Peer groups
 Neighborhood
 Economic status
 Mass Communication
Functions of Attitudes
Adjustment Ego Defensive

ATTITUDES

Knowledge Value Expression

Relation between
attitude and behaviour
 Cognitive dissonance theory
 Theory of reasoned action
Cognitive dissonance
theory
cognitive dissonance is the
incompatibility that a person might perceive
between two or more of his attitude.
how people deal with this
dissonance is based on following factors:
 Importance
 Control
 Rewards
 Different methods to reduce
cognitive dissonance is as follows:
 CHANGE YOUR ATTITUDE
 IGNORE THE IMPORTANCE OF INCONSISTANT
BEHAVIOUR
 FIND REASONS THAT OUTWEIGH THE
DISSONANT ONE
 Theory of reasoned action

Attitude
The individual's
attitude towards a specific behaviour.
Depends on:
• Expectancy (belief strength) Behaviour
• Value (evaluation)

EXAMPLE: Running is a highly reliable method of getting

fit (expectancy). The evaluation of running is that it is an
enjoyable thing to do (value)
 Theory of reasoned action

Attitude

Norms Behaviour
An individual's belief about how significant others view the behaviour.
• Normative beliefs (how you think people important to you expect you to act)
• Motivation (how willing you are to comply with these beliefs)

EXAMPLE: A son thinks his mum wants him to get fit

(normative beliefs) and he always does what his mummy
says (motivation).
 The Theory of Planned Behaviour

Attitude

Norms
Behaviour

Perceived
Behavioural
Control
Individual’s perceptions about whether they possess the resources or
opportunities to perform the behavior
EXAMPLE: I'm fit (resources), and there's a track
down the road from home (opportunity).
 The Theory of Planned Behaviour

Attitude

Norms
Intention Behaviour
Internal declaration to act.
Perceived General attitude --> Specific behaviour
Behavioural Specific attude <-- General behaviour
But both poorly predict behaviour
Control
Theory of reasoned action

Attitude

Norms
Intention Behaviour
The actual observable thing
that you do (ie. behaviour).
Perceived
Behavioural
Control

EXAMPLE: Right now, I am running.