SUBMITTED

BY
R. MUTHUSAMY
ATTITUDE:

 A settled way of thinking or

feeling about something.

 A way of looking at things or

point of view.

 Implies feelings that we either

positive or negative.

 It can be as postive or negative

evaluation of people, objects,
events, activities and ideas.

 It is a behaviour of a person
adopts towards other people,
DEFINITION OF ATTITUDE:

 GORDON ALLPORT – It is mental and neural state of

readiness,organised through experience, exerting a
directive or dynamic influence upon the individuals
response to ill objects and situation with which it is
related.

JUNG – It is a readiness of the psyche to act or

react in a certain way.
FUNCTIONS OF ATTITUDES:

 The adaptive or instrumental function.

 The knowledge function.

 Ego-defence function.

 Value-expressive or Ego expressive

function.
CHARACTERISTICS:

 Strength

Valence

 Multiplicity

 Relation to needs

 Direct experience

Affective cognitive consistency

ATURE OF ATTITUDE:

Complex combination of things to call-personality, beliefs,

alues, behaviour and motivation.

Helps to define our identity, guide, our actions.

Helps to define how we see situations, and

w we behave toward the situation or object.

Provide us with internal cognitions or beliefs and

oughts about people and objects.

Behaving in a particular way towards an object or person.

UREMENT OF ATTITUDE:

8- LOUIS LEON THURSTONE- to assess people’s views

ial issues.
TUDES CAN BE MEASURED- article by Louis.
ays it can be difficult to measure because measurement
tary.
kert scale: Agreement or disagreement with a series of
statements.
Guttman scale: Vary in their degree of
ological difficulty.
s two types: 1) Explicit
2) Implicit
CIT MEASUREMENT:

ds to rely on self reports or easily observed behaviour.

d to involve bipolar scales.
Good-bad, Favor-unfavor, etc.
suring the straight forward attribute of characteritics
minate groups.
t the capacity to protect subsequent behaviour.
sumed to be obfuscate assessment of a person’s “true”
nduring evaluation disposition.
IMPLICIT MEASUREMENT:

 Not consciously directed, assumed to be

automatic
 More valid and reliable than explicit
 Indirect measures of attitude
 Both measures can shape an individual
behaviour
ATTITUDE FORMATION:

 It shows how people from evaluations of

person,
places or things.
 ROBERT ZAJONC: People more likely
have a
positive attitude on “attitude object”.
 it is a positive or negative evaluation of
an object.
 It has two process:
ABC MODEL OF ATTITUDE:

Every attitude has three components. They are:

FFECTIVE COMPONENT:

Emotional reaction-one has towards an attitude object.

Affective responses influence attitudes in a number of way.
Eg. A person is getting afraid on spider
it shows a negative responses)

BEHAVIORAL COMPONENT:

 Refers to past behaviours or experiences

regarding
one attitude object.
 People might be inder their attitudes
from their
COGNITIVE COMPONENT:

 Refers to the beliefs, thoughts and attribute

 Person’s attitude might be based on the negative and posit
towards an object
 Opinion or belief segment of an attitude
TIVE ATTITUDE:

pay attention to the good rather than bad in

e, situations, events,etc.
ng positive thoughts-emotions as joy, love, gratitude,
and hope.
erson believes everything happens for the best in the end.
mistic approach.
eve long term goals easily and in time.
ing problems.
s attentions to the virtues of others.
ing oppurtunities.
TIVE ATTITUDE:

ore the good and pay attention in bad in people,

ons, events, etc.
gative feelings- anger, disappoinment, irritation, envy, etc.
simestic approach.
ds to believe their best days are in the past and
ers it a waste of time and energy.
ieve some initial goals.
cess of looking for problems.
attention to other people’s shortcomings.
ons see only limitations.