Académique Documents
Professionnel Documents
Culture Documents
WHAT IS ATTITUDE?
I. Nature of Attitudes
Attitude is a learned and relatively enduring tendency or
predisposition to evaluate a person, event, or situation in a
certain way and to act in accordance with that evaluation.
It is a social orientation an underlying inclination to respond
to something either favorably or unfavorably
An attitude is a state of mind towards something, if we wish
to influence other peoples behavior, one way is to influence
the state of mind.
I. Nature of Attitudes
Gordon Allport referred attitude as the most
indispensable concept in social psychology.
an attitude is a mental and neural state of readiness,
organized through experience, exerting a directive or
dynamic influence upon the individuals response to all
objects and situations with which it is related (Allport,
1935).
II. Components of Attitude
ABC Model of Attitude
Affective Component includes the feelings or emotions, gut
reactions towards something or someone that is evoked
within an individual
Behavioral Component is the tendency or disposition to act
in certain ways with reference to an object, event or
situation.
Cognitive is the way we perceive an object, event or
situation through our thoughts, beliefs and ideas.
Components and its Manifestations
Component Consistency
The Value-
Expressive
Function
A. The Adjustment Function
A. Consistency Theories
B. Learning Theories
C. Social Judgement Theories
D. Functional Theories
Consistency Theories
The basic assumption of these theories is the need of the
individual for consistency.
There must be consistency between attitudes, between
behaviors, and among attitudes and behaviors.
A lack of consistency causes discomfort so that an
individual attempts to ease the tension by adjusting
attitudes or behaviors in order to once again achieve
balance or consistency.
Consistency Theories
A. Balance Theory
B. Affective- Cognitive Theory
C. Cognitive- Dissonance Theory
Learning Theories
This section might more accurately be called behavioral
theories of attitude change.
These theories were also developed during the 1950s and
1960s. During this time, learning theories reflected
behavioral psychology.
A major commonality of these theories was their emphasis
on the stimulus characteristics of the communication
situation.
People learn information and facts about different attitude
objects, and they also learn the feelings and values
associated with those facts.
Learning Theories
A. Classical Conditioning
B. Persuasive Communication
C. Operant Conditioning
Social Judgement Theories
Social judgment theory focuses on how people's prior
attitudes distort their perceptions of the positions
advocated in persuasive messages, and how such
perceptions mediate persuasion.
An attempt to apply the principles of judgment to the study
of attitude change.
Social judgment theory's core propositions can be summarized as follows (Eagly & Chaiken,
1993):
A person's current attitude serves as a judgmental anchor for new attitude positions.
Latitude widths determine whether a message's position will be assimilated or contrasted
(e.g., accepted or rejected). Positions falling within the latitude of acceptance will be
assimilated toward a person's current attitude. Positions falling within the latitude of
rejection will be contrasted away from the person's own attitude.
Ego involvement of a person broadens the latitude of rejection and narrows the latitude of
non commitment.
Both assimilation and contrast effects increase as a positive function of a message's
position and the recipient's attitude,
Ego involvement increases the anchoring property of initial attitudes.
Greater assimilation produces more positive evaluation of message content, which produces
greater amounts of attitude change. Conversely, greater contrast produces more negative
evaluations of message content, which produces lesser amounts of attitude change.
Ambiguity enhances the likelihood of judgmental distortions. Therefore, other effects are
greater when recipients are exposed to persuasive messages whose content positions are
ambiguous.
Social Judgement Theory
A. Persuasive Communication
B. Vygotskys Constructionism
Functional Theories
Functional theories suggest that attitudes serve a variety of
psychological needs and that changing an attitude requires an
understanding of its purpose in the life of the individual who holds it.
Katz proposed that any attitude held by an individual served one or
more of the four distinct personality functions.
The more of these functions that contributed to an attitude system,
the stronger and less likely it was that the attitude could be changed.
The reasons for attitude changes are individualized and related to
personal functions of attitudes.
Functional Theories
The central theme of functional theories is that changing an attitude
requires understanding its motivational basis, or its function for the
individual.
Four personality functions of attitudes