This document discusses values, attitudes, beliefs, and the three dimensions of attitudes. It defines values as standards that influence behavior and notes they can be personal, social, economic, political or religious. Attitudes are described as likes, loves, dislikes and preferences that shape our opinions. Beliefs are assumptions we hold as true based on values and attitudes. Finally, the document explains that psychologists Rosenberg and Hovland identified the three dimensions of attitudes as affect (feelings), behavior, and cognition (thought processes).

1. UNIVERSITY OF RAJASTHAN
Department of psychology
Submitted to: Dr. Rashmi choudhary and Dr. Tejendar Kaur
Submitted by: Aayushi soral
MA part I (sem2)
PSY-801: Advanced Social Psychology

2. Before knowing attitude lets know
what are values?

3. Values: These are the fundamentals that are experienced by
the individual as standards regarding how he or she
should function.
Value system: Set of values adopted by an individual or
society that influences behavior.
Categories of values:
 Personal
 Social
 Economic
 Political
 Religious

4. Collection of one’s opinions,
prejudices, and sentiments.
Attitudes are the set of likes, loves, peeves and
preferences that encompass our opinion of
the world around us.
Attitudes may either influence behaviors, or be
influenced by behaviors.

5.  Difficult to measure
 Demonstrated by behavior
 Formed from the process of socialization
 Can have positive or negative implications
 Once formed, not easily changed

6.  It is a cognitive content held as true.
 Beliefs are assumptions or convictions
we hold as true about something,
concept or person based on:
 Values
 Attitudes

7.  Discovering the three dimensions of attitudes
In the 1960s, psychologists Rosenberg and
Hovland provided a clear and simple way to
think about attitudes. They said that every
attitude has three dimensions, the ABCs of
attitudes:
AFFECT, BEHAVIOUR and COGNITION i.e.,
emotions-feelings, actions and thought process
respectively.

8.  Taylor, S.E; David, L.A.,& Sears,O (2009) Social
psychology. New Delhi: Pearson Education
 Richardson D.C. (2014) Social Psychology For
Dummies. United Kingdom: John Wiley &
Sons, Ltd

9. Thank you