© HJ Lin in‐class Material All rights reserved.
3‐0
Attitudes
Attitude: “a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object” gi Attitude object: physical objects, issues, ideas, events, people, places
© HJ Lin in‐class Material All rights reserved.
3‐1
Attitudes
Evaluative statements or judgments concerning objects, people, or events.
Three components of an attitude:
Affective
Cognitive
The opinion or belief segment of an an attitude
Behavioral
Attitude
Attitude
© HJ Lin in‐class Material All rights reserved.
The emotional or feeling segment of an attitude ttit An intention to behave in a certain way toward someone or something
3‐2
Three components of an attitude
Cognitive =Evaluation
Cognitive: perceptions and beliefs about an attitude object
My supervisor promoted a coworker whose performance was worse than me. He is unfair.
Give me some reasons to accept him/her
Affective =Feeling
Affective: feelings about an attitude object
I dislike my supervisor
I just don’t like him/her
Behavioral =Action
Behavioral intentions: how the person wants to behave and what a person says about an attitude object
I am looking for another job; I’ll present my complaints about my supervisor to anyone who would like to listen.
I don’t want him/her as my team member. hi 3‐3
Attitudes formation
Affected by the person’s beliefs about an object and the amount and type of information the person has about the object
Perceives positive attributes: develops positive attitude
Perceives negative attributes: develops negative attitude
3‐4
Attitudes change
Attitude change
Something persuades the person to shift his or her attitudes (persuasive communication)
Norms of a social group can affect a person’s attitude (social norms)
Person becomes