An attitude is a hypothetical construct that represents an individual’s degree of like or dislike for an item. Attitudes are generally positive or negative views of person, place, thing, or event.
This is often referred to as the attitude object. People can also be conflicted or amibivalent toward an object, meaning that they simultaneously possess both positive or negative attitudes toward the item in question.
Attitudes are judgements. They develop on the ABC model (affect, behavior, and cognition). The
Affective reponse is an emotional response that expresses an indivdual’s degree of prefence for an entity. The behavioral intention is a verbal indication or typical behavioral tendency of an individual. The cognitive response is a cognitive evaluation of the enitity that constitutes an individual’s beliefs about the object. Most attitudes are the result of either direct experience or observational learning from the environment. Unlike personality, attitudes are expected to change as functions of experience. Tesser (1993) has argued that hereditary variables may affect attitudes but believes that they may do so indirectly. For example consistent theories, which imply that we must be consistent in our beliefs and values. The most famous example of such a theory is Dissonance reduction theory, associated with Leon Festinger, although there are others, such as the balance theory. Attitudes can be changes through persuation and we should unstand attitude change as a response to communication. Experimental research into the factors that can affect that can affect the persuasiveness message. Emotion plays a major role in persuation, social influence, and attitude change. Much of attiiituddde research emphasized the importance of affective or emotion components (Breckler & Wiggins, 1992). Emotion works hand-in-hand with the cognitive process, or the way we think, about an issue or situation. Emotional...