ATTITUDE

A psychological tendency expressed

when we evaluate a particular
entity with some degree of favour or
disfavour.
Attitude formation:
1. Direct experience
2. Social learning (modeling)

Attitude model
ABC model:
1. Affect emotional component
(feeling).
2. Behaviour Observed/intentions.
3. Cognition Perceptions or beliefs.

Cognitive Dissonance
Consistency between attitudes & behaviour
Disruption in consistency causes tension
(dissonance)
The tension caused as a result of conflict
between attitudes & behaviour cognitive
dissonance.
Eg. Salesman of defective TV sets.
Impression about Woman boss

Attitudes & Behaviour

Factors linking attitude to behaviour:

Attitude specificity
Attitude relevance
Timing of measurement
Personality factors
Social constraints

Attitude change
Source characteristics: expertise,
trustworthiness, attractiveness

Target characteristics:

self esteem,
extreme attitudes, current state of mind (mood),
involvement in the issue.

Message characteristics:
obvious, threatening, emotional tone.

blatant/

Persuasion & attitude

change
Central route direct cognitive
processing
Peripheral route
characteristics of persuader,
statistics, method of
presentation