TOPIC 5 : ATTITUDES

Definition
Attitude is a
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Four major components of attitude are:

(1) Affective: emotions or feelings.
(2) __________________: belief or opinions held consciously.
(3) _______________: inclination for action.
(4)________________: positive or negative response to stimuli.

Attitudes are private.

Attitudes are formed and organized through experience. That

is, we are not born with our attitudes we acquire them via the
SOCIALIZATION process.

An attitude is not passive, but rather it exerts a dynamic or

directive influence on behavior. Attitudes believed to directly
influence behavior.

Attitude Formation

Classical Conditioning

Many studies show that when initially neutral social stimuli are paired
repeatedly with positive or negative stimuli, subjects will develop positive
or negative attitudes toward the previously neutral stimulus for example
attitude and prejudices toward a particular group. Children learn at an
early age that lazy, dirty, stupid and many other characteristics are
undesirable.Several experiments have shown that classical conditioning
can produce negative attitudes toward groups.

Operant or instrumental conditioning

We acquire an attitude toward our jobs through instrumental

conditioning that is learning based on direct experience with the
object. If you experience rewards related to some object, your
attitude will be favourable. Thus, if your work provides you with
good pay, a sense of accomplishment and compliments with
coworkers, your attitude towards it will be positive.Persons are
rewarded for expressing the "correct" attitudes/punished for
"incorrect."

Observational learning or modeling

Another source of attitudes is media, especially television and films. The

media provide interpretive packages or frames about an object that may
influence the attitudes of viewers and readers.

Persons form attitudes by observing and then imitating models

they like and admire.

The Functions of Attitude

Firstly, Attitude serves as heuristic or instrumental function. We develop

favorable attitudes towards objects that aid or reward us and unfavourable
attitudes towards objects that punish us.

Secondly attitudes serve a schematic or knowledge function-that is they

provide us with a meaningful environment, and they guide behaviour. The
world is too complex for us to understand. We group people, objects and
events into categories or schemas and develop simplified (stereotyped)
attitudes that allow us to treat individuals as members of a category.

Stereotypes of groups are often associated with intense emotions. A strong

like or dislike for members of a specific group is called prejudice.

Thirdly, attitudes define the self and maintain self-worth. Some attitudes
express the individuals basic values and reinforces his or her self-image.
Some attitudes symbolize a persons identification with with or
membership in particular groups or subcultures.
ATTITUDE STRUCTURE

Refer to notes

Cognitive Dissonance Theory

Another form of consistency theory is Cognitive Dissonance Theory,

developed by Leon Festinger (1957). Festinger argues that there are three
possible relationships among cognitions (thoughts, ideas):

i)consonance,

ii)dissonance,

iii)and irrelevance.

Two ideas that are consistent, like I like Michael Jordan and Michael
Jordan is the greatest basketball player ever, are consonant.

Two thoughts that are inconsistent, like I smoke cigarettes, and

Cigarettes can kill smokers, are dissonant.

Two cognitions that are unconnected, like Michael Jordan is the greatest
basketball player ever and Cigarettes can kill smokers, are irrelevant.

The Relationship Between Attitudes and Behavior

Attitude is a feeling, belief, or opinion of approval or disapproval towards

something.

Behavior is an action or reaction that occurs in response to an event or

internal stimuli (i.e., thought).

Ideally, positive attitudes manifest well-adjusted behaviors. However, in

some cases healthy attitudes may result in harmful behavior. For example,
someone may remain in an abusive and potentially deadly domestic
situation because they hold negative attitudes towards divorce.

Behavior can be influenced by a number of factors beyond attitude,

i) including preconceptions about self and others,

ii)monetary factors,

iii)social influences (what peers and community members are saying and
doing),

iv)convenience.