2.1 Attitude---content,-structure,-function
Attitude : Content, Structure, Function
2020-10-21 16:44:00
Attitude : evaluate particular object (people, things, events, issues) w/ favour or disfavour
Content - CABEI
Components of Attitude :
- Cognitive component - judgement on basis of available info, beliefs, thoughts and attributes
- Affective C - feelings and emotions,
- Behavioural - tendency to act in certain manner
Types of Attitude
- Explicit attitude - result of conscious cognition/ aware of his
- Implicit - derived from past memories, unknowingly
How Attitudes are formed :
- Classical Conditioning -> dog-bell experiment of Pavlov
- Instrumental Conditioning - behaviours followed by positive outcome makes them repeat it.
- Genetic Factors - ex preference for food
- Observational learning - observe rewards/ punishments
![[attitudes-how-they-form-change-shape-behavior-2795897-final-01-fe167926b1a641ec9d4187eed53c4df3.png |500]]
Structure :
-
Attitude Strength - strongly related to self, certainty, intensity extremity, origin, personal importance
-
Attitude Accessibility - from memory
-
A Ambivalence - conflicted towards A, both positive and negative towards object
Functions of A (UKEdVeS)-
-
Utilitarian/instrumental function - positive A towards objects w/ +ve rewards
-
Knowledge Fn - to get an organised view of world, society
-
Ego defensive Fn - help cope w/ emotional conflicts
-
Value Expression - demonstrate one's self image
- First 4 functions were defined by Daniel Katz
-
Social identity Fn - what they convey about people