This document defines attitude and discusses its key components and characteristics. It states that an attitude has three components - affective, behavioral, and cognitive. Attitudes are learned predispositions that guide behavior and have consistency, though they can change. Attitudes are formed through social influences like family, groups, and media. They can be positive or negative and are shaped by rewards and punishments from significant individuals and social groups. The document also discusses several approaches to changing attitudes, including cognitive, behavioral, and social approaches.

1. Attitude
Presented By-
Sakuntala Giri
M.Sc.Tutor
SUM Nursing College

2. Attitude

3. Attitude
DEFINITION:
An attitude is "a relatively enduring organization of beliefs,
feelings, and behavioral tendencies towards socially significant
objects, groups, events or symbols."
(Hogg & Vaughan, 2005)
“An attitude is a psychological tendency that is expressed by
evaluating a particular entity with some degree of favor or
disfavor."
(Eagly & Chaiken, 1993)

4. Components of Attitude

5. Attitude
Structure of Attitudes
Attitudes structure can be described in terms of three components.
Affective component: this involves a person’s feelings / emotions
about the attitude object. For example: “I am scared of spider”.
Behavioral (or conative) component: the way the attitude we
have influences how we act or behave. For example: “I will avoid
spiders and scream (make a loud) if I see one”.
Cognitive component: this involves a person’s belief / knowledge
about an attitude object. For example: “I believe spiders are
dangerous”.
This model is known as the ABC model of attitudes.

6. Characteristics of Attitudes
Attitude imply a subject object relationship :-
Attitudes are always formed in relation to certain person, groups
institutions.
Attitude are learned predisposition
Attitudes have consistency
Attitudes occur within a situation
Attitudes are not innate- attitudes are formed or learnt by
the
individualAttitude guide the behavior of the individual in one
particular direction

7. Attitudes are learned predisposition
There is general agreement that attitudes are learned. This
means attitudes are formed as a result of direct experience
with product, word of mouth, information acquired from other
exposure to mass media advertising, and the internet.

8. Attitudes have consistency
Attitudes are relatively consistent with the behavior they refle
however, attitudes are not necessarily permanent.
Attitudes do change

9. Attitudes occur within a situation
Situation means events or circumstances that at a particular
point in time influence the relationship between attitude and
behavior. A specific situation may cause individuals to behav
in a way seemingly inconsistent with their behavior.
Ex: A calm Nurse showing aggressive behavior due to work
pressure

10. Types of Attitudes
Attitude is something that lies between emotions and
thought processing.
Attitude may be positive or negative. If someone has
good feelings about something e.g. towards his/her
work, or people, then it is positive attitude otherwise it
would be negative.
Positive attitude
The predisposition that results in desirable outcomes for
individuals and organizations can be described as
positive attitude. Positive attitudes are rewarded. It
means the individual is encouraged to do the same thing
in future.

11. Types of Attitudes
Negative attitude
The tendency of a person that results in an undesirable
outcome for individuals and organizations can be
described as negative attitude.
Negative attitudes are punished in order to discourage
the same action in future.

12. Formation of Attitude
Individual attitudes develop through the interaction of complex
forces and are learnt.
We develop our attitudes from copying those people who
are important tous (significant others), particularly parents
and siblings.

13. Cont…
 Family is the first place for formation of
attitudes. Parents are exceedingly important in
the formation of attitude. They control reward
and punishments. Their smiles are sign of
approval and their anger is a sign of disapproval
of behavior of a child.
 Group affiliation help in the formation of
indiviual’s attitudes. Especially the young people
learn the attitudes of their peer groups in order to
accepted by them.
 Attitudes are also influenced by mass media.

14. Cont…
Attitudes are acquired by us as a result of the
pressure from others or may be the outcome of
some experience.
Attitude may be formed as a result of learning.
ex:- Male supremacy may be developed inside a
house when much attention is given to sons than to
daughters
Attitude may also be formed as a result of
experience.
ex:- we can develop favorable attitude when we
experience success in school or when we realize
how much society values education.

15. Change in Attitude
 Reward and punishment build up attitude. Attitude can be
changed, if we differentiate negative attitude from positive
attitude. Positive attitude can bring positive change in life.
It is difficult to change attitudes but with some effort, it can be
done. A positive attitude is a pre-requisite for change and
development.

16. How to change attitude
Negative attitudes towards change will disrupt the process of
change.
Information alone is not sufficient to change attitudes towards a
new idea or practice.
First, make people less resistant to receiving and processing
information.And then expect changein their attitudes.

17. Cognitive approaches
Focus on changing the way people think about an
entity or object. This is done through information,
effective communication through introducing
conflict between the existing attitudeand the new one.

18. Behavioral approaches
focus reward and punishments for certain attitudes
and behaviors.
It can be used at homes, schools or organizations

19. Social approaches
Focus on our tendency to copy the beliefs and
behaviors of others.
Role models shown on television and in the
neighborhoods are examples. People change their
residences, shift from old localities/Mohall's to
modern localities to learn new values and bring
change in their attitudes

20. Never, never, compare yourself with people. It points
out the good parts in the person and makes you feel b
Just think of all the good qualities you have too.
How to Build a Positive Attitude

21. Remind yourself most things are possible if you try hard
enough.
Set your goal and work to reach it
Set a goal to make friends. If you feel you don't have enough o
something in your life, such as friends, make a goal to get m
of it until you're satisfied. work to reach it.
Give everything a chance before you neglect or reject it. It
might give you something you're happy with in your life

22. Grooming. Appearance can affect you too if you feel
ugly. Stay natural. You should change hair styles,
clothing, and if you wear it, make up, but that's it. Th
can help you feel great
Communicate needs. If someone makes you feel
negative, like a friend, tell whoever it is in a nice way
how you feel. Try to fix the problem