2. Introduction
Attitude constitute an important psychological
attribute of individuals which shape their
behaviour.
Attitude influences the behavior of the individuals.
Attitude is a usual way of doing things.
Successes and failures in life depend upon the
attitude of the individuals.
If attitudes are positive, then human relations will
be positive. And positive human relations are
necessary for a successful life.
3. Definitions
Attitude is defined as the way a person feels
about something- a person, a place, a commodity,
a situation or an idea.
Attitude expresses an individual’s positive or
negative feelings about some object.
4. In simple words, an “attitude” is an
individual’s way of looking or an individual’s
point of view at something.
5. Attitudes refer to feelings and beliefs of
individuals or groups of individuals.
Attitudes tend to result in behaviour or action.
All people, irrespective of their status or
intelligence, hold attitudes.
6. For example, Some people think internet’s use
for students as a positive thing that it help
students in their studies.
But an another way some people think the use of
internet for students as a negative thing they think
it wastes lot of time in useless
7. 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.
8. 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.
9. 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.
10. Components of attitude
3 components of attitude are;
Cognitive Component.
Affective Component.
Behavioral Component.
11. Cognitive Component
The cognitive component of attitudes refers to the
beliefs, thoughts, and attributes that we would
associate with an object. It is the opinion or belief
segment of an attitude. It refers to that part of
attitude which is related in general knowledge of
a person.
Typically these come to light in generalities or
stereotypes, such as ‘all babies are cute’,
‘smoking is harmful to health’ etc.
12. Affective Component
Affective component is the emotional or feeling
segment of an attitude.
It is related to the statement which affects another
person.
It deals with feelings or emotions that are brought to
the surface about something, such as fear or hate.
Using the above example, someone might have the
attitude that they love all babies because they are
cute or that they hate smoking because it is harmful to
health.
13. Behavioral Component
Behavior component of an attitude consists of a
person’s tendencies to behave in a particular way
toward an object. It refers to that part of attitude
which reflects the intention of a person in the
short-run or long run.
Using the above example, the behavioral attitude
may be- ‘I cannot wait to kiss the baby’, or ‘we
better keep those smokers out of the library, etc.
14. Examples to understand three
components of attitude
Anything we know about an object is cognitive
component
Based on our knowledge about an object, we
have emotions of liking or disliking towards the
object- these emotions are Affective component
Based on our knowledge & emotions about the
object, we act toward the object in a specific way-
it is the behavioral component
15. Example 1
Orange is rich in Vitamins. It is good for the skin.
It tastes good (cognitive component)
I like oranges (Affective component)
I eat an orange daily (Behavioral component)
16. Example 2
Led bulbs consume less electricity. It has brighter
light. It is more durable (cognitive component)
I like led bulbs (affective component)
I buy and use led bulbs in my home (behavioral
component)
