Professional Documents
Culture Documents
Attitudes
Attitudes
An attitude is a
predisposition to act
or feel a certain way
towards a person or
thing.
Attitudes
have an emotional
charge + or
occur within a situation
can not be measured
directly
self reporting or inference
are learned
not temporary - more or
less enduring
Situation
Attitude
Positive result
Goal achievement
Formation of a + attitude
Communicator effect
highly respected source
helps formation of an
attitude
an inept attempt to teach
an attitude can lead to a
negative reaction eg. anti
drug ads
Affective (Emotional)
pretty label
I like those teddy bear presenters
AFFECTIVE Behaviour
CONATIVE
(Feeling)
COGNITIVE
Knowledge
Measurement
Observation - difficult & time consuming
Qualitative
pinpoint importnat attributes & issues
provide direction for further research
Attitude Profiling
Single component
Multiattribute model
This college has great facilities
Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly
Teachers at this college are highly professional
Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly
Courses are recognised by employers
Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2
4 5 6 7 strongly
College is easy to get to
Disagree |__|__|__|__|__|__|__| Agree
Strongly 1 2 3 4 5 6 7 strongly
Snake diagrams
value expressive
reflects customers general values, lifestyle or
attitude
knowledge
cater to customer need to know