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Attitude is
… a view point or mind-set with regard to someone or something

… an evaluative or mental position with regard to a fact or situation

… a feeling or emotion toward a fact or situation

… the way we react or respond (people, objects, issues, facts)

… a settled way of thinking or feeling.

 COMPONENTS OF ATTITUDE
THE A-B-C OF ATTITUDE

AFFECTIVE • Feeling or emotion that something evokes

• Tendency or disposition to act in certain ways

BEHAVIORAL towards somethings

COGNITIVE • Our thoughts, beliefs, and ideas about something

ATTITUDE OBJECTS

…those things which one makes a judgment

about or has a feeling toward. These
judgments or feelings about the attitude
objects can be either positive or negative.
… can be a person, place, thing, or idea.
… TARGET of judgement or feeling
ATTITUDE COMPONENT →OBJECT→ RESPONSE

AFFECTIVE •Positive or Negative Response

BEHAVIORAL •Positive or Negative Response

COGNITIVE •Positive or Negative Response

ATTITUDE OBJECT: ONLINE LEARNING→ RESPONSE

AFFECTIVE

BEHAVIORAL

COGNITIVE
 INDIFFERENT

POSITIVE
ATTITUDE NEGATIVE
REACTIONS

AMBIVALENT
Functions of Attitude
1. Value-Expressive function

enables us to express who we are and what we believe in

2. Ego-defensive function

enables us protect self-esteem

3. Knowledge function

enables us to acquire information/knowledge

4. Utilitarian/Instrumental Function

enables us to consider what is beneficial

CHARACTERISTICS OF ATTITUDE

1.Attitude has an object

2.Attitude can be learned
3.Attitude is a predisposition
4. Attitude is relatively stable phenomena
5. Attitude Influences human behavior