Attitude :
A Predisposition or a tendency to respond positively or negatively towards a certain idea, object, person or Situation.
An attitude can be as a positive or negative evaluation of people, objects, events, activities, and ideas.
Structure of Attitudes
Attitudes structure can be described in terms of three components.
- Affective component: Feelings / emotions that something evokes. e.g. fear, sympathy, hate.
- Behavioral (conative) component: the way the attitude we have influences how we act or behave.
- Cognitive component: Thoughts, beliefs, and ideas about something.
This model is known as the ABC model of attitudes.
How Do Attitudes Form?
Attitudes form directly as a result of experience. They may emerge due to direct personal experience, or they may result from observation. Social roles and social norms can have a strong influence on attitudes. Social roles relate to how people are expected to behave in a particular role or context. Social norms involve society's rules for what behaviors are considered appropriate.
Follow the link for Measurement of Attitudes
