In psychology, attitude is a psychological construct, a mental and emotional entity that inheres in, or characterizes a person. They are complex and an acquired state through experiences. It is an individual's predisposed state of mind regarding a value and it is precipitated through a responsive expression toward a person, place, thing, or event (the attitude object) which in turn influences the individual's thought and action. Prominent psychologist Gordon Allport described this latent psychological construct as "the most distinctive and indispensable concept in contemporary social psychology."

1. Attitude
IGNACIO, EZRA DAVE CALDERON
1st Reporter
Dave

2. An attitude is a set of beliefs that we hold
in relation to an attitude object, where an
attitude object is a person, thing, event
or issue. Attitudes can be positive or
negative, or we can simply have opinions
about issues without any strong
emotional commitment.
Attitude
Dave

3. “LIKE
OR
NOT?
Attitudes are generally positive or
negative views of a person to
place, thing, or event that is often
referred as the attitude object.
Dave
PERSON’S
ATTITUDE

4. ATTITUDE
DEFINED
MORE
LEARN MORE HERE
“
POSITIVE
NEGATIVE
FAVORITE? Dave

5. A mental and neural state of
readiness, organized through
experience, exerting a directive
or dynamic influence upon the
individual’s response to all
objects and situations with
which it is related .
Attitude
ALPORT
(1935)
Dave

6. It is a psychological tendency
that is expressed by
evaluating a particular entity
with some degree of favor or
disfavor.
Eagly and Chaiken
(1993, 1998)
FAVOR?
Dave

7. Attitudes do not necessarily exist in
some preformed state but can be
built, created, generated, on the
spot, in fine - tuned response to
contextual demands.
Schwarz (2007)
CREATED?
Dave

8. “You may know me
but
You don’t have any
idea who I am.”
Iceberg
How
much
do
you
see?
Dave

9. THE ICEBERG PHENOMENA IS
ALSO APPLICABLE TO HUMAN
BEINGS…
KNOWLEDGE AND SKILLS
ARE KNOWN TO OTHERS BUT
THE WHOLE ATTITUDE IS
HIDDEN ON SIGHT.
90%
Of the Iceberg is hidden and only
10% is what you can see.
Attitude
Dave

10. Positive
Attitude

11. Negative
Attitude