Definitions of Attitude

"..a psychological tendency that is expressed by evaluating a

particular entity with some degree of favor or disfavor" (Eagly & Chaiken, 1993)
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 an expression of favor or disfavor toward a person, place, thing, or event

Structure of Attitudes
Attitudes structure can be described in terms of three components.
Affective Behavioral Cognitive

Affective component
This involves a persons feelings / emotions about the

attitude object. For example: I am scared of spiders.

Behavioral component
The way the attitude we have, influences how we act or

behave. For example: I will avoid spiders and scream if I see one.

Cognitive component
This involves a persons belief / knowledge about an

attitude object. For example: I believe spiders are dangerous.

The Function of Attitudes

Daniel Katz (1960) outlines four functional areas:

1. Knowledge. Attitudes provide meaning (knowledge) for

life. The knowledge function refers to our need for a world which is consistent and relatively stable. This allows us to predict what is likely to happen, and so gives us a sense of control. Attitudes can help us organize and structure our experience. Knowing a persons attitude helps us predict their behavior. For example, knowing that a person is religious we can predict he will go to Mosque.

2. Self expressive. The attitudes we express (1) Helps in communicating who we are and (2) may make us feel good because we have asserted our identity. Self-expression of attitudes can be non-verbal too: cap, or Tshirt slogan. Therefore, our attitudes are part of our identity, and help us to be aware through expression of our feelings, beliefs and values.

3. Adaptive. If a person holds and/or expresses socially acceptable attitudes, other people will reward them with approval and social acceptance.
the adaptive functions helps us fit in with a social group.

4.The ego-defensive function refers to holding attitudes that protect our self-esteem or that justify actions that make us feel guilty. Individuals whose pride has suffered following a defeat in sport might similarly adopt a defensive attitude: Im not bothered, Im sick of football anyway.

 The basic idea behind the functional approach is that

attitudes help a person to mediate between their own inner needs (expression, defense) and the outside world (adaptive and knowledge).

In the broader sense there is a positive attitude a negative attitude a neutral attitude.

List of Attitudes

Acceptance Confidence Seriousness Optimism Pessimism Interest Independent Jealous Courteous Cooperative Considerate Gratitude

Inferiority arrogant Happiness Frankness Respectful Authority Sincerity determined Honest Sincere caring Cheerful

Responsible Realistic Faithful Flexible influential Trusting Thoughtful firm Loving Satisfaction Hostile Generous

Reliable Tolerant Kind Humble Cautious Suspicious insincere Helping Hardworking stubbornness

 Personality traits are more rigid and permanent whereas

attitudes may change experiences in life.

with different

situations

and

Personality traits are what humans are gifted with whereas

attitudes are learned and acquired.

It is possible for a human being to change or unlearn their attitudes as attitudes are learned. One needs to change the way he or she thinks, behaves, and feels in order to change the attitude.

"Attitude is a little thing that makes a big difference". Winston Churchill

Personal Experience

Social roles and social norms

Attitude

How Do Attitudes Form?

Classical conditioning
Operant conditioning Observing the people around yourself

How Do Attitudes Influence Behavior?

Attitude Change
Attitudes can have a powerful effect on behavior, they are not set in stone. The same influences that lead to attitude formation can also create attitude change.

 Learning Theory of Attitude Change

Classical conditioning, operant conditioning and observational learning can be used to bring about attitude change. Classical conditioning can be used to create positive emotional reactions to an object, person or event by associating positive feelings with the target object. Operant conditioning can be used to strengthen desirable attitudes and weaken undesirable ones. People can also change their attitudes after observing the behavior of others.

 Elaboration Likelihood Theory of Attitude Change

This theory of persuasion suggests that people can alter their attitudes in two ways.
First, they can be motivated to listen and think about the

message, thus leading to an attitude shift. Secondly they might be influenced by characteristics of the speaker, leading to a temporary or surface shift in attitude.
Messages that are thought-provoking and that appeal to logic are more likely to lead to permanent changes in attitudes.

 Dissonance Theory of Attitude Change

As mentioned earlier, people can also change their attitudes when they have conflicting beliefs about a topic. In order to reduce the tension created by these incompatible beliefs, people often shift their attitudes.

The only disability in life is a bad attitude Scott Hamilton