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ATTITUDE
BELIEF
. Unquestioned
. Acceptance of facts
. Objective
OPINION
. Subjective
. Emotions
MEANING
Attitudes are
evaluations people
make about objects,
ideas, events, or
other people.
DEFINITION
 Attitudes are learned and enduring predispositions to react
either favorably or unfavorably towards an object, person,
place or group.
 DEFINITIONS GIVEN BY SCHOLARS
According to Rosnow and Robinson (1967) : The term attitude
denotes the organisation in an individual of his feelings,
beliefs and predispositions to behave as he does.
According to Eagly and Chaiken (2005) : Attitude is a
favourable or unfavourable evaluative reaction towards
something often rooted in one’s owns belief exhibited and
intended behaviour.
CHARACTERISTICS
 Attitudes are learned.
 Attitudes are enduring.
 Attitudes are predispositions.
 Attitudes are consistent.
 Attitudes are always object tied.
 Attitudes are vector entities.
 Attitude <-> behaviour link.
TYPES OF ATTITUDE
EXPLICIT ATTITUDES
Explicit attitudes are
conscious beliefs that
can guide decision and
behaviour.
Example : Walking,
facial expressions, hand
gestures etc.
IMPLICIT ATTITUDES
Implicit attitudes are
unconscious beliefs that
can still influence
decision and behaviour.
Example : Think,
visualize etc.
COMPONENTS OF ATTITUDE
Every attitude has three components that
are represented in what is called the ABC
model of attitudes.
A : Affective component
Refers to feeling aspect,
i.e. how he feels about it
B : Behavioral component
Refers to action
tendency, i.e. how he
behaves with it.
C : Cognitive component
It involves the
knowledge or information
about a person or object,
etc., and his belief about it.
FORMATION OF ATTITUDE
1. LEARNING ATTITUDES BY ASSOCIATION
Classical conditioning : Classical conditionings another
simple form of learning. It involves involuntary
responses and is acquired through the pairing of two
stimuli. Two events that repeatedly occur close together in
time become fused and before long the person responds
in the same way to both events.
Operant/Instrumental conditioning : Operant conditioning
is a simple form of learning. It is based on the Law of Effect´
and involves voluntary responses.
Behaviors (including verbal behaviors and maybe even
thoughts) tend to be repeated if they are reinforced
2. LEARNING ATTITUDES BY OBSERVATION
A basic form of learning in which individuals acquire
new forms of behaviour as a result of observing others.
3. Learning attitudes by rewards or punishment.
4. Learning attitudes through exposure of information.
5. Learning attitudes by culture and norms.
FACTORS INFLUENCING ATTITUDE
FORMATION
Family: Family is the most powerful source for
formation of attitudes. The parents, siblings provide
information about various things.
Peers: As the individual develops, he comes in contact
with outer world and peers in first place. Peers include
same age friends, neighbours, classmates, etc.
Conditioning: When we are conditioned or adjusted
to a certain set up of people, situation, etc., we will be
influenced by that. Hence, our associations lead to
develop attitudes.
Direct instruction: Sometimes direct instruction
can influence attitude formation.
Satisfaction of wants: Individual develops
favourable attitudes towards those people and objects
which satisfy his wants and unfavourable attitudes
towards those who do not satisfy.
Prejudices: Prejudices are preconceived ideas or
judgments where one develops some attitudes on other
people, objects, etc., without proper information.
Media: As a means of communication, the mass
media such as television, radio, has a major
influence in shaping people's opinions and beliefs.
Educational Institutions and Religious :As a
system, educational and religious institutions have
a strong influence in shaping attitudes because
they lay the foundation of understanding and
moral concepts within the individual.
SUBMITTED TO :
MS.NIDHI JINDAL
SUBMITTED BY :
DEVIKA MITTAL
1508001007
B.A 4 SEMSETER

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Attitude

  • 1.
  • 2.
  • 3. ATTITUDE BELIEF . Unquestioned . Acceptance of facts . Objective OPINION . Subjective . Emotions
  • 4. MEANING Attitudes are evaluations people make about objects, ideas, events, or other people.
  • 5. DEFINITION  Attitudes are learned and enduring predispositions to react either favorably or unfavorably towards an object, person, place or group.  DEFINITIONS GIVEN BY SCHOLARS According to Rosnow and Robinson (1967) : The term attitude denotes the organisation in an individual of his feelings, beliefs and predispositions to behave as he does. According to Eagly and Chaiken (2005) : Attitude is a favourable or unfavourable evaluative reaction towards something often rooted in one’s owns belief exhibited and intended behaviour.
  • 6. CHARACTERISTICS  Attitudes are learned.  Attitudes are enduring.  Attitudes are predispositions.  Attitudes are consistent.  Attitudes are always object tied.  Attitudes are vector entities.  Attitude <-> behaviour link.
  • 7. TYPES OF ATTITUDE EXPLICIT ATTITUDES Explicit attitudes are conscious beliefs that can guide decision and behaviour. Example : Walking, facial expressions, hand gestures etc. IMPLICIT ATTITUDES Implicit attitudes are unconscious beliefs that can still influence decision and behaviour. Example : Think, visualize etc.
  • 8. COMPONENTS OF ATTITUDE Every attitude has three components that are represented in what is called the ABC model of attitudes. A : Affective component Refers to feeling aspect, i.e. how he feels about it B : Behavioral component Refers to action tendency, i.e. how he behaves with it. C : Cognitive component It involves the knowledge or information about a person or object, etc., and his belief about it.
  • 9. FORMATION OF ATTITUDE 1. LEARNING ATTITUDES BY ASSOCIATION Classical conditioning : Classical conditionings another simple form of learning. It involves involuntary responses and is acquired through the pairing of two stimuli. Two events that repeatedly occur close together in time become fused and before long the person responds in the same way to both events. Operant/Instrumental conditioning : Operant conditioning is a simple form of learning. It is based on the Law of Effect´ and involves voluntary responses. Behaviors (including verbal behaviors and maybe even thoughts) tend to be repeated if they are reinforced
  • 10. 2. LEARNING ATTITUDES BY OBSERVATION A basic form of learning in which individuals acquire new forms of behaviour as a result of observing others. 3. Learning attitudes by rewards or punishment. 4. Learning attitudes through exposure of information. 5. Learning attitudes by culture and norms.
  • 11. FACTORS INFLUENCING ATTITUDE FORMATION Family: Family is the most powerful source for formation of attitudes. The parents, siblings provide information about various things. Peers: As the individual develops, he comes in contact with outer world and peers in first place. Peers include same age friends, neighbours, classmates, etc. Conditioning: When we are conditioned or adjusted to a certain set up of people, situation, etc., we will be influenced by that. Hence, our associations lead to develop attitudes.
  • 12. Direct instruction: Sometimes direct instruction can influence attitude formation. Satisfaction of wants: Individual develops favourable attitudes towards those people and objects which satisfy his wants and unfavourable attitudes towards those who do not satisfy. Prejudices: Prejudices are preconceived ideas or judgments where one develops some attitudes on other people, objects, etc., without proper information.
  • 13. Media: As a means of communication, the mass media such as television, radio, has a major influence in shaping people's opinions and beliefs. Educational Institutions and Religious :As a system, educational and religious institutions have a strong influence in shaping attitudes because they lay the foundation of understanding and moral concepts within the individual.
  • 14. SUBMITTED TO : MS.NIDHI JINDAL SUBMITTED BY : DEVIKA MITTAL 1508001007 B.A 4 SEMSETER