ATTITUDE

An attitude refers to a set of emotion, belief and behaviour towards a particular object, person,
thing, or event.
• It is different from personality traits.
• It is basically an evaluation of an object, person, event, ideas or activities.
• This evaluation is either with some degree of favour or disfavours.
• In laymen's terms it is person viewpoint, mindset of beliefs.
• The way we perceive something, determines our attitude towards that object.
• It can range from extreme negative to extreme positive attitude.
• It changes with experience.
Types of Attitude
1. Positive attitude: It is a favourable attitude towards something. We tend to approach, seek out
or be associated with things we like.
2. Negative Attitude: It is an unfavourable attitude towards something. We avoid, shun or reject
things we do not like.
Neutral
3. Natural attitude: It means that there is a neither favourable nor an unfavourable attitude
towards something. Being indifferent to something.
4. Ambivalent Attitude: This is a presence of both the attitudes simultaneously- positive and
negative. It is the degree to which an object is evaluated positively and negatively at the same
time.
Components of - Attitude (ABC model)
There are three components of attitude:
Affective
1. Effective component: It is the emotional or feeling segment of an attitude. It deals with
emotions that are brought to the surface about something. I like tea , it makes me feel more active, energetic .
2. Behavioural component: It consists of a person's tendencies to behave in a particular way
towards an object. It refers to that part of attitude which reflects the intension of the person in
short run or long run. I will make tea
3. Cognitive Component: It refers to the beliefs, thoughts, attributes that we would associate with
an object It is the opinion or belief segment of an attitude. It is that part of attitude which is
related in general knowledge of a person Tea has herbs , which makes it healthy
How attitudes determine behaviours
These are three theories that demonstrate how attitudes determine or influence
Prototype Willingness Model (PWM)

According to the Prototype Willingness Model (PWM), behavior is a function of the following six
things
1. Past behaviour - Our behavior right now, is the function of our previous behavior or
behavior in the past
2. Attitudes - Behaviour is a function of our attitude. If our attitude is positive towards a
particular behavior there are higher chances to behave in that manner.
3. Subjective norms - It is a function of our subjective norms which means it is influenced
by what others around us think about our behaviour
4. Intentions - Behavior is a function of our intentions. It our intention to engage in a
particular behaviour is strong, the more chances are that we would behave in that manner
5. Our behaviour is dependent on our willingness to engage in a specific type of behavior If
the motivation to engage in a specific behaviour is strong, the probability of engaging in
that behaviour increases.
6. The last is the prototypes or role models around us A lot of our behavior is carried out by
prototyping or modelling.
These are the six things that influence our behavior
2 Attitude to Behaviour Process Model

The attitude to behavior process model shows how attitude influences behavior. According to this
theory, an event triggers the attitude of a person. Attitude is now a particular object or situation is
perceived by the person. If it is a pleasant event, it triggers positive or favourable attitude towards that
event. Along with the attitude, a person uses his/her previous knowledge about the object or the
situation. This knowledge can be acquired through formal education. reading or through hearing other
people's experiences. The attitude of a person determines their perception and beliefs towards a
particular object or the situation and the knowledge regard the appropriateness of the behavior.
Hence, the attitude and the previous knowledge together lead towards the shaping and changing of a
behavior.
Example Johnny's grandfather passed away in a heart attack due to high levels of cholesterol This event
triggered Johnny's attitude towards unhealthy food. He had developed a negative attitude towards
unhealthy food items. To add to this, he had the previous knowledge about fatty

Theory Planned Behaviour

 The Theory of Planned Behaviour suggests that out behaviour is a result of our intuitions and
the implications of our actions. This means that we look at the implications of our actions
before we decide on how to behave. If the implications are going to be positive, there is a
higher probability of us behaving in that manner and vice versa. The other important factor in
determining our behaviour is our intentions. The best predictor of our behaviour is the strength
of our intentions to behave in a particular manner of the strength of a particular intention is
high, the probability of us behaving in that particular way is also high.
Thus, intentions and implications are the two key words on which this theory is based
Our intentions are further based on three aspects
1. Attitude - Our attitude towards a particular thing will determine whether we would act
towards it or not. Favourable attitude would strengthen our intention to act in a particular
manner Subjective Norms - It is what we think what others will think about your behaviour
If we believe that others are going to think positively about our actions, it would strengthen
our intention
2. Perceived Behavioural Control - It means how easy or difficult we think it is to control our
behaviour. If we feel that we have more control on our actions, there is a higher probability
that it would increase the strength of our intention.
Example - Studying for a difficult test.

Attitude Formation.
There are five factor or ways in which attitudes are formed.
1. Classical conditioning: It is a form of learning in which a individual learns or understands
the relationship between various stimuli and responses to them. Example, a mother frowns
at a particular ethnic group every time she sees or hears about them. The child who has
neutral attitude, overtime learns the mother’s behaviour and develops a negative attitude.
2. Instrumental/Operational: It is a form of learning in which responses leading to positive
outcome or permit avoidance of negative outcomes are strengthened and repeated.
Behaviors that are followed by negative consequences are weakened and supressed.
Example, a young child's political views. The child's political view may be shaped by his
immediate family through rewards or consequences.
3. 0bservation learning: Form of learning through which individuals acquire new behaviour
through observing others. Example, father asking child not to smoke but smokes himself.
4. Social comparison: The process through which we compare ourselves in order to
determine whether or not our views on social reality correct
Our views  →other views
If the views are matching, we feel our attitude is correct. If our views are not matching with
others, we feel our attitude is incorrect and may change our views behaviour or attitude
5. Genetic factors: Thought occurs inside our brain and brain structure like any other part of
the body is affected by genetic factor. Example, although environment has an effect on the
 walking behaviour of infant and toddler, children are unable to walk at all before an age
that is predetermined by their genome. Hence, genetic makeup determines the age range
for when she/he will begin walking, whereas environment influences determine how early
or late within that range the event will actually occurs.
Changes in Attitude
Persuasion
Persuasion is the process through which one or more person attempt to alter the attitude one as
more people. The Elaboration likelihood model of Persuasion is a dual process theory describing
the change of attitude. People process Persuasion message in two distinct way as follows
a) Central route / systematic processing: It involves careful consideration of message content and
the ideas it contains. Such processing is quite effortful and absorbs much of our information
processing capacity.
b) Peripheral route / Heuristics processing: It involves the use of simple rule of thumb or mental
shortcuts such as belief that 'expert’ statements can be trusted. It is much less effortful and
allows us to react to persuasive message in an automatic manner. It occurs in response to cues
in the messages. Examples: A Drug representative typing to sell a medicine.
Central route - when the depth of information is focused on
Peripheral route- when how engaging was the ‘representative’ is focused on.
How Persuasion changes attitude-
1. Experts: when a particulars expertise persuades. Example, advertisements of Colgate and
close-up “Recommended by 9/10 dentists”.
2. Soft dell: Here messages do not appear to be designed to change our attitude. The indirect
way of advertising. A method that uses subtle persuasion. Example, share a coke - with
different relations.
3. Attraction: Attractive models, packaging, offer. Example, Men's perfume ad using female
models.
4. Attention: More attention means more persuasion. Less attention means less persuasion.
Distractedness means less persuasion.
5. Two-sided approach: Used when audience has opposing, view/attitude. This means both
sides of argument are presented. Example, parents trying to persuade to take up a particular
stream.
6. Rapid speaking: People who speak more rapidly are more persuasive (confidences,
dominance). Example, salesperson. Neha ma'am
7. Strong emotions: Persuasion is enhanced by messages that arouse strong emotions. Example,
Manyavar advertisement. Jewelry ad deepika

Ways to resist Persuasion

Sometimes people resist persuasion because if not, their attitudes on a wide range of issues would
be on a constant state of change. Several factors enhance people’s ability to resist even highly
skilled effort at Persuasion. Some of these factors are as follows: -
 1. Reactance: Negative reaction to threats to one's personal freedom is called reactance. When
someone exerts mounting pleasure on a person to get him to change his attitude, the person
may experience growing levels of annoyance and resentment.
Example, hard sell attempts often fail as they are perceived as direct threats to their personal
freedom. (Facebook advertisement for real-estate) Example = 10 to 12 calls from bank to take a credit card will irritate you
2. Forewarning: Advanced, knowledge that one is about to become the target of an attempt at
persuasion is a forewarning. It provides more opportunity to formulate counter argument that
can lessen the message’s impact
Example, when you know your parents are going to refuse for a particular trip or a party, you
are mentally prepared with your counter arguments.
3. Selected avoidance: A tendency to direct attention away from information that challenges
existing attitude is called selected avoidance. Example, two friends with different viewpoint
-- our view and attitude is directed towards the one it matches with.
4. Counter arguing against compiling views: People actively counter argue against view
contrary to their own. Doing so makes these opposing views more memorable but reduces
their impact on the attitudes. Example, during a political rally, people against him will counter
argue against his promises and speeches declaring them to be fake and superficial.
5. Biased assimilation and attitude polarization: Biased assimilation is a tendency to evaluate
information contrary to our views is less convincing and less reliable then information
consistent to our views.
Attitude polarization is a tendency to evaluate mixed evidence or information in such a way
that it strengthens our initial views and make them more extreme. Example, reaction to any
information about to a person or a thing we like/admire or look up to. (Mr. Narendar Modi,
Gandhi)
Prejudice
Negative attitude towards the member of specific social group is called Prejudice. It exists to a
large extent in this world. Prejudice is preconceived, usually unfavourable feeling towards people
because of their political affiliation, sex, gender, belief, values, social, classes, age, disability,
religion, sexuality, race/ethnicity, language, nationality, duty occupation, education or other
personal characteristics. It is unreasonable attitude that is unusually resistance to rational influence.
Causes of Prejudice: -
1. Direct inter group conflict: Competition as source of bias: Most of the things that people
value (good job, money, house etc) are in short supply. This serves as the basis for Realistic
Conflict Theory. According to this, prejudice stems from competition between social group over
valued commodities and opportunities. If the competition persists, the members view’s the other
group in increasingly negative ways. Due to this what starts out as economic competition turns out
to be full scale prejudice, with hatred and anger.
2. Social categorization: The us vs Them effect end the ultimate Attribution Error: There is
a tendency to divide social world into two group: in groups (us) and out groups (them). People
make such, distinctions based on various thing like race, religion, gender town or neighbourhood
 when people live in, etc. People view the person’s belongings to their ‘in group’ in favourable
terms while the persons belonging to the other ‘out-group’ in unfavourable terms this is
3. Role of social learning: This is based on the view that prejudice is acquired through direct and
vicarious experience in much the same manner as other attitude. Prejudice emerges from countless
experiences in which people hear or observe surroundings or other people around them. People are
often rewarded for expressing the right views (those held by others). This leads to quickly adopting
those views.
4. Cognitive Sources of Prejudice: The role of stereotypes is cognitive framework suggesting
that all members of specific social groups share certain characteristics. Information relevant to a
particular stereotype is processed more quickly than information unrelated to it. Moreover,
stereotypes lead us pay attention to specific types of information usually consistent with
stereotypes. When information inconsistent with stereotypes does mange to enter our
consciousness, it may be actively refuted or simply denied. Research suggests that when people
encounter person's who behave in ways contrary to stereotypes, they often perceive these people
as a new sub-type rather than an exception to their existing stereotypes.
5. Other Cognitive mechanisms: Illusory Correlation and Out Group Homogeneity
Muslim = negatively
passionat
a) Illusory Correlation: The perceptions of a stronger association between two variables than
Brahmin = inter family actually exists is called Illusory Correlation. In this negative behaviors and tendencies are often
fights
attributed by majority group members to the member of minority groups inspite of the fact that
Patel = unity in community
Jain = smart and rich
such negative behavior exists equally in both the groups. We assume a strong relationship between two variables
however in reality this association doesn't exist
b) In group differentiation: An out-group homogeneity, it is the tendency to perceive members
of out-group as more similar to one another than the member one’s in-group. The mirror image
of this illusion is called in-group differentiation. It is the tendency to perceive members of our
own group as showing much larger differences from one another than to those of other groups.
Resisting Prejudice
1. Breaking the cycle of Prejudiced: learning not to hate: People acquire their prejudice
as a result of experience. Children receive their prejudiced views from their parents,
teachers, adults etc. A key initial step to reduce this is convincing caregivers that the
problem exists and once they realize may more are willing to modify their words and
action. This prevents passing of prejudice to other people as well as reducing their own
prejudice
2. Direct inter group contact: Potential benefits of acquaintance: Increased contact
between people from different groups can lead to a growing recognition of similarities
between them resulting in reduced prejudice. Prejudice can be reduced when encountered
with sufficient information inconsistent to the initial held attitude. It would also help to
counter the illusion that all members of the stereotype group are alike. The Extended
Contact Hypothesis suggests that merely informing the person that members of their own
group have formed close ties with person from an out-group can reduce prejudice.
3. Categorizations: Resetting the boundary between us and them: It is a technique that
involves inducing individuals to shift their boundary between us and them so that it now
includes groups they previously viewed as them.
4. Cognitive Intervention: Learning to say no to stereotypes: The impact of stereotypes
can be reduced by motivating others to be non-prejudiced. This can be done by making
them aware about egalitarian norms which requires that all should receive fair treatment.
People can also be encouraged to think carefully about others and pay attention to their
unique characteristics rather than focusing on their membership in various groups. One
simple technique is learning to say no to stereotypes.
5. Social influences as a means of reducing Prejudice: Since prejudice may arise from
social influences it can also be reduced using social influences. If people see other people
they like or admire with the stereotyped groups, they might be motivated to change their
views so as to be more like those of this reference group.