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ATTITUDE Introduction Attitude refers to a learned tendency to evaluate things in a special ways which may include evaluation of people, issues, object, or event. The evaluation can be positive or negative and can be uncertain at times. Researcher who took a more behavioural stance define attitude as predisposition to respond consistently in a positive or negative way to some person, object, or situation. Psychologist are in a better position to meet the goals of psychology (describe, explain, predict and influence) when they know the attitude of people. COMPONENT OF ATTITUDE Attitude have been seen as having three dimensions which include A. Cognitive: this represents belief, thought and expectation held about the object of ones…show more content…
A. Daryl Bem’s (1972) Self- perception theory: it says that when people do not always know how they think or feel about an issue as a result of that they sometime infer their attitudes from observing their own behaviour. B. Cognitive consistency theory: according to this theory, people need to feel that their attitude matches or are in harmony with one another. C. Leon Festinger’s (1957) Cognitive dissonance theory: we feel tension when we notice that we have two or more inconsistent thought and we are then strongly motivated to make changes in our attitude restore the consistency. CONDITONS UNDER WHICH ATTITDE GUIDES BEHAVIOUR 1. Pretty and Krosnick 1995, when the person attitude is strong. E.g. people who have a strong favourable attitude towards Mills will vote for him than those who have moderate favourable attitude towards him. 2. Fazio and Oers 1982, when a person shows a strong awareness of his or her attitudes, the person rehearses and practices them in public. 3. Davidson and Jacards 1990, when the attitude is relevant to the behaviour. E.g. one study found the general attitude towards birth control was virtually unrelated to the use of birth pills in the following two years. The more the relevant the attitude is to the behaviour, the better it will predict the behaviour. 4. Ample evidence exist that changes in behaviour sometimes precede changes in
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