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Attitude: Definition, Nature and

characteristics
Published: March 26, 2015

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An attitude is a
positive, negative,
or mixed
evaluation of an
object that is
expressed at some level of intensity. Our
attitude can vary in strength along both
positive affect, and with negative affect, with
ambivalence or with apathy and indifference.
It usually implies feelings that are either
positive or negative. Social psychologists use
the term attitude differently. Gordon Allport
formulated the following definition: “An
altitude is a mental and neural stale of
readiness, organized through experience,
exerting a directive or dynamic influence
upon the individual’s response to ill objects
and situations with which it is related.”

Contents [hide]
 Nature of Attitude
Characteristics of attitudes
Comparison of Attitude and Beliefs

Nature of Attitude
Attitude are a complex combination of
things we tend to call personality, beliefs,
values, behaviors, and motivations.

An attitude exists in every person’s mind. It

helps to define our identity, guide our actions,
and influence how we judge people.

Although the feeling and belief

components of attitude are internal to a
person, we can view a person’s attitude from
his or her resulting behavior.

Attitude helps us define how we see

situations, as well as define how we behave
toward the situation or object.

Attitude provides us with internal

cognitions or beliefs and thoughts about
people and objects.

Attitude cause us to behave in a particular

way toward an object or person.
Characteristics of attitudes
Attitude can be characterized by:
Affective Cognitive consistency: The
degree of consistency between the affective
and cognitive components influences the
attitude—behavior relationship. That is, the
greater the consistency between cognition
and evaluation, the greater the strength of
the attitude-behavior relation.

Strength: Attitudes based on direct

experience with the object may be held with
greater certainty. Certainty is also influenced
by whether affect or cognition was involved in
the creation of the attitude. Attitudes formed
based on affect are more certain than
attitudes based on cognition

Valence: It refers to the degree or grade of

likeliness or unlikeliness toward the
entity/incident. If a person is fairly
unconcerned toward an object then his
attitude has low valence.
Direct Experience:An attitude is a
summary of a person’s past experience; thus,
an attitude is grounded in direct experience
predicts future behavior more accurately.
Moreover, direct experience makes more
information available about the object itself.

Multiplicity: It refers to the amount of

features creating the attitude. For example,
one may show interest in becoming a doctor,
but another not only shows interest, but also
works hard, is sincere, and serious.

Relation to Needs: Attitudes vary in relative

to requirements they serve. Attitudes of an
individual toward the pictures serve only
entertainment needs, but attitudes of an
employee toward task may serve strong
needs for security, achievement, recognition,
and satisfaction.
Comparison of Attitude and Beliefs
Attitude refers to feelings, beliefs and
behaviour predispositions directed towards
people, groups, ideas or objects. Attitudes will
always have a positive and negative element
and have a tendency to behave in a certain
way toward that person or object. Attitudes
are formed primarily based on underlying
values and beliefs.
Beliefs are acquired through real experiences
but the original experience related to a
particular belief is mostly forgotten. It affects
the quality of our work and relationships
because we experience what we believe and
it is not based on reality. Beliefs govern our
experiences. They are an important part of
our identity. They may be religious, cultural or
moral. Beliefs reflect who we are and how we
live our lives.

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