ATTITUDE

A PSYCHOLOGICAL UNDERSTANDING
 What is attitude?

Attitude according to simplypsychology.org is
a relatively enduring organization of beliefs,
feelings and behavioural tendencies towards
socially significant objects , groups , events or
symbols.

PRESENTED BY: AMOY VERNON 2

 What are the
components of

attitude?
Cognitive involves the knowledge of
information about a person or objects ; a
persons beliefs about something.
Affective- refers to the feelings aspects ; a
persons feelings about something.
Conative- refers to action tendency; how a
person behaves with something.

PRESENTED BY: RAMONE

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WALTERS
What are the types of
attitude?

There are three types of attitude:
Positive a favourable attitude; liking people,
objects , situations ,etc.
Negative an unfavourable attitude; does not
like people, objects, situations, etc.
Neutral neither favourable nor unfavourable.

PRESENTED BY: KACIA BURKE 4

 What are the
characteristics of
attitude?

Attitude can be characterized by:
Affective cognitive consistency
Strength
Valence
Direct Experience
Multiplicity
Relation to needs

PRESENTED BY: AMOY VERNON 5

 How are attitudes
formed?

No one is born with an attitude; attitudes are
learnt.
Factors that influence how attitudes are formed
are:
Experience
Social Factors societal roles, norms and
interactions
Learning- attitudes can be learned in various
ways including operant and classical
conditioning.
PRESENTED BY : LTANYA
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RHONE
 How are attitudes
changed?

Our lives are filled with attempts to changes our
attitudes, to influence our decisions or to persuade us to
do one thing or another. The same factors that influence
the formation of attitude changes them as well.
Classical Conditioning associates positive emotional
reactions to people, objects or events.
Operant Conditioning allows desirable attitudes to be
strengthened and undesirable behaviours to be
weakened.
Observation as we mature our primary sources of
observation change and with it our attitude.

PRESENTED BY: LTANYA RHONE 7

 What are the
functions
of attitude?
The four functions of attitude are:
The Adjustment Function- this function directs
people towards a pleasure or rewarding object
and away from unpleasant undesirable ones. It
serves the utilitarian concept of maximizing
reward and minimizing punishment.
The Value-Expressive Function-attitudes
provide individuals with a basis for expressing
their values.

PRESENTED BY: CHAD CLARKE 8

 What are the
functions
of attitude?
Ego-Defensive Function- attitudes help people to
retain their dignity and self image. It involves
the use of psychoanalytic principles where
people use defensive mechanism to protect
themselves from psychological harm.
These defense mechanism are:
- denial
- repression
- projection
- rationalization
PRESENTED BY: CHAD CLARKE 9
 What are the
functions
of attitude?
The Knowledge Function-attitudes provide
standards and frames of reference that allow
people to understand and perceive the world
around them.
for example: stereotyping

PRESENTED BY: CHAD CLARKE 10

 What is cognitive
theory?

This is an approach to psychology that aims to
explain human behaviour by understanding
the thought process.
the understanding of cognitive theory is that
thoughts are the primary factors which
influence emotions and behaviour.
Under Cognitive Theory is the subdivision
Social Cognitive Theory, which focuses on
ways in which we learn to imitate the
behaviour of others.
PRESENTED BY: TAJON BLAKE 11
 How does attitude
influence
behaviour?
According to boundless.com, attitude can
positively or negatively affect the way an individual
behaves.
In the words of S.A. McLeod (2014 ) in his book
Attitudes and Behaviour, a person may not always
be aware of their attitude or the effect it has on
their behaviour.
A person who has positive attitudes towards work
and co-workers will positively influence those
around them through their behaviour; the way the
act or treat others.
PRESENTED BY: OMAR
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WILLIAMS
 How does attitude
influence
behaviour?
Simply put, if a person has a negative attitude
towards someone else they may not express it
audibly but may instead show it through not
wanting to attend a party with said individual or
even not wanting to share common ground with
the person.
The same concept is applied to a positive attitude.
However humans have cognitive control and so
choose to behave rationally rather than portraying
the negative behaviour they want to display.

PRESENTED BY: OMAR

13
WILLIAMS
THE END!!

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