Royal University of Phnom Penh

Department of International Business

Management
Subject : Social Psychology
Lecture : Srun Hour

Class : IBM (M2)

Name : Heng Thida
ATTITUDES ARE EVALUATION
 When we say that attitudes are evaluations, we
mean that they involve a preference for or against
the attitude object, as commonly expressed in
terms such a prefer, like, dislike, hate, and love.
What is Attitudes?
Attitudes refer to :
(a). A set of emotions, beliefs, and behaviors
towards a particular object, person, thing or event.
(b). A general feeling or evaluation positive or
negative about some person, object or issue.
Components of Attitude
 Cognitive Component: The cognitive component
of attitudes refers to the beliefs, thoughts, and
attitudes that we would associate with an object.
It is the opinion or belief segment of an attitude.
It refers to that part of attitude which is related
in general knowledge of a person.
 Affective Component: Affective component is the
emotional or feeling segment of an attitude. It is
related to the statement which affects another
person.
 Behavioral Component: Behavior component of
an attitude consists of a person’s tendencies to
behave in a particular way toward an object. It
refers to that part of attitude which reflects the
intention of a person in the short-run or long-run.
Types of Attitudes
 Explicit attitudes are attitudes that are the
conscious level, are deliberately formed and are
easy to self-report.
 Implicit attitudes are attitudes that are the
conscious level, are involuntarily formed and are
typically unknown to us.

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