FORMATION OF ATTITUDE

What is attitude?

Ideas we hold about ourselves, others,

objects and experiences

An evaluation a person makes about an

object, person, group, event or issue

An evaluation refers to a judgement being

made – either positive or negative about

something

How is attitude developed?

Experience Reflect our individual backgrounds and

socio-cultural experiences We form our attitudes as we interact and

are exposed to different types of media and life in general

Individuals acquire attitude from several sources but the point to be stressed is that the attitude are acquired but not inherited.

Direct experience with the object

Attitude develops from a personally rewarding or

punishing experience with an object.

A person forms attitude about a particular thing by

previous experience.

If everyone who has held a job has been promoted

within six months, current job holder are likely to

believe that they will also be promoted within six

months.

Attitude formed on experience are difficult to change.

Classical conditioning and Attitudes

One of the basic processes underlying attitude formation can be explained on the basis of learning principles.

The same classical conditioning processes that made Pavlov’s dog’s salivate at the sound of the sound of a bell can explain how attitude are aquired.

People develop association between various objects relations that accompany them.

Vicarious Learning

This refers to the formation of attitude by observing behavior of other and consequence of the behavior.

It is through vicarious learning that children pick up the prejudice of their parents.

Even if the children have never met a blind person children whose parents say that “blind people are incompetent” may adopt the same attitude themselves.

Family and Peer Groups

A person may learn attitude through imitation of parents.

If parents have a positive attitude towards an object and the child admires his parents he is likely to adopt a similar attitude.

Attitude towards the opposite religion education occupation political parties etc. are the result of our acceptance of attitude held by family or peers.

Mass Communication

All varieties of mass communication-television, radio, newspaper and magazines fees their audience large quantities of information.

The news or information given helps in construction of attitude on an object by the people.

Tri-component model of attitudesThis is the most widely used model to

explain attitudeProposes that attitude has three related

components – the affective, behavioural and cognitive components.

This model is also called the ABC model of attitude.

Refers to emotional reactions or feelings an individual has towards a object, person, group, event or issue

Based on a judgment which results in either a positive, negative or neutral response.

Examples:◦ I enjoy playing tennis ◦ I hate maths◦ I’m not interested in politics

Affective component

Refers to the way an attitude is expressed through our actions (or intended actions if an opportunity presented itself)

Examples◦ Running to keep fit is the behavioural component

that reflects your attitude towards fitness◦ Studying for an exam is the behavioural

component that reflects your attitude towards school

Behavioral component

Refers to the belief we have about an object, person, group, event or issue

These are linked to what we know about the world and developed through experience

Some beliefs are true and some are false Some can be verified and some cannot

Cognitive component

Characteristics

Proposes that all three components must be present before it can be said an attitude exists

Usually the three components are consistent however the behavioural component can often be inconsistent with the affective and cognitive components

Occasionally the behavioural component can be consistent with one other component but these can be inconsistent with the third

Limitations of Tri-component model

Inconsistency between the three components

Attitude is often not a predictor of behaviour

By- Naren Kavi Abhishek Kar Avani Pathak Raghav Dhanda Akshay Keshav Pradhan