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Is a person’s evaluation of a person, object, or idea.
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Attitude
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Attitude is made up of 3 components
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Affective, cognitive, and behavioural
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Primarily on people’s emotions and feelings about the attitude object.
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Affectively based attitude
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Primarily on a person’s beliefs about the properties of an attitude object.
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Cognitively based attitude
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Primarily on observations of how one behaves toward an attitude object.
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Behaviourally based attitude
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Attitudes can exist on two levels
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Explicit and implicit
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Consciously endorse and can easily report.
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Explicit attitudes
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Which are involuntary, uncontrollable, and at times unconscious.
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Implicit attitudes,
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People’s attitudes are poor predictors of their behaviour (see Wicker, 1969).
However, under certain circumstances attitudes can predict behaviour quite well (see Fazio, 1990) |
Theory of planned behviour
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The theory of planned behaviour suggests that the best predictors of a person’s behaviours are their ___ _____
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Behavioural intentions
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The best predictors of their intentions are their:
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Specific attitudes towards the behaviour
subjective norms perceived behavioural control |
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People’s specific attitudes toward the behaviour they are considering, not their general attitude.
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Specific attitudes
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People’s beliefs about how those they care about will view the behaviour in question.
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Subjective norms:
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The ease with which people believe they can perform the behaviour.
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Perceived behavioural control
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Our attitudes can be changed by a
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Persuasive communication,
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