02-02-2013, 01:03 PM
ATTITUDE
ATTITUDE.ppt (Size: 2.86 MB / Downloads: 46)
What is ATTITUDE?
Psychologists define attitudes as a learned tendency to evaluate things in a certain way.
This can include evaluations of people, issues, objects or events.
Such evaluations are often positive or negative, but they can also be uncertain at times. For example, you might have mixed feelings about a particular person or issue.
Components of attitude:
An Emotional Component: How the object, person, issue or event makes you feel.
A Cognitive Component: Your thoughts and beliefs about the subject.
A Behavioral Component: How the attitude influences your behavior.
How are ATTITUDES formed?
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.
Elaboration Likelihood Theory of Attitude Change
This theory of persuasion suggests that people can alter their attitudes in two ways:
First, they can be motivated to listen and think about the message, thus leading to an attitude shift.
Second, they might be influenced by characteristics of the speaker, leading to a temporary or surface shift in attitude.
Messages that are thought-provoking and that appeal to logic are more likely to lead to permanent changes in attitudes.