Quiz 2: Attitudes Flashcards
a settled way of thinking or feeling about someone or something.
Attitude
Components of attitude
- Affect
- Behavior
- Cognitive
Feelings or emotions that something evokes.
Affect
Tendency or disposition to act in certain ways towards something.
Behavior
Our thoughts, beliefs, and ideas about something.
Cognitive
The opinion or belief segment of an attitude
Cognitive component
● The emotional or feeling segment of an attitude.
● Emotional response (liking/disliking) towards an attitude object.
Affective Component
An intention to behave in a certain way toward someone or something.
Past experiences regarding an attitude object.
Behavioral Component
our behavior can change according to our experiences w/ various people
Experiences
broadens our horizon and influences our thinking, actions, behaviors and attitude.
Education
Four possible reactions to attitude objects
- Positive attitude
- Negative attitude
- Indifference
- Dual Attitudes
Attitude formation
• Mere exposure
• Associative learning
• Self-perception
• Functional Approach
tendency to develop more positive feelings towards objects and individuals, the more we are exposed to them.
Mere exposure
two ways we can learn by association, either implicitly through classical conditioning, or explicitly through operant conditioning
Associative Learning
unconscious but still have effect on ou beliefs and behaviors.
Implicit attitude
those we are consciously aware of and that clearly influence our behavior and beliefs.
Explicit Attitude
we form attitudes not due to exposure or associative learning, but from observation of our own behavior.
Self-perception
Sometimes formed based on the degree to which they satisfy different psychological needs, so this is an active rather that passive attitude
Functional Approach
Four basic psychological needs
- Utilitarian
- Knowledge
- Ego-defensive
- Value-expression
relates to reward and punishment
Utilitarian
need for order, structure, or meaning.
Knowledge
protect ourselves from external threats or internal feelings.
Ego-defensive
expresses consumer’s values or self-concept
Value-expression
Factors which influence attitude
- Psychological
- Economic
- Family
- Society
- Experience
- Social Factors
determined by psychological factors like ideas, values, beliefs, perception, etc. All these have a complex role in determining a person’s attitude.
psychological
attitude also depends on issues such as his salary, status, work, etc.
Economic
plays a significant role in the primary stage of attitudes held by individuals. Initially, a person develops certain attitudes from his parents, brothers, sister, and elders in the family.
Family
play an important role in formatting the attitudes of an individual. The culture, the tradition, the language, etc., influence a person’s attitudes. Society, tradition, and the culture teach individuals what is and what is not acceptable
Society
Attitudes form directly as a result of experience. They may emerge due to direct personal experience, or they may result from observation.
Experience
Social roles and social norms can have a strong influence on attitudes. Social roles relate to how people are expected to behave in a particular role or context. Social norms involve society’s rules for what behaviors are considered appropriate
Social factors
