Attitude – Formed-Cognition, Emotion, Behavior
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There are three components of attitude on which it is formed-Cognition, Emotion, Behavior
1. Cognitively Based Attitudes
These are based primarily on a persons beliefs about the properties of the attitude object; their function is “object appraisal,” meaning that we classify objects according to the rewards or punishments they provide. It refers thats part of attitude which is related in general know how of a person, for example, he says smoking is injurious to health. Such type of idea of a person is called cognitive component of attitude.
2. Affectively Based Attitudes (Emotion)
These are based more on peoples feelings and values than on their beliefs. Their function may be value-expressive. Thus, attitudes towards political candidates are generally more affectively than cognitively based.
* Other affectively based attitudes can be the result of a sensory reaction or of conditioning.
Classical conditioning is learning by association. Classical conditioning is a learning process that occurs through associations between an environmental stimulus and a naturally occurring stimulus.
Operant conditioning is the case whereby behaviors that people freely choose to perform increase or decrease in frequency, depending on whether they are followed by positive reinforcement or punishment. Operant conditioning is a method of learning that occurs through rewards and punishments for behavior.
3. Behaviorally Based Attitudes
Behaviorally based attitudes are based on self-perception of ones own behavior when the initial attitude is weak or ambiguous. The behavioral component refers to that part of attitude which reflects the intension of a person in short run or in long run.
For example, before the production and launching process the product. Report is prepared by the production department which consists of their intention in near future and long run and this report is handed over to top management for the decision
How Do Attitudes Change?
By Cognitive Dissonance
Cognitive dissonance is a psychological phenomenon which refers to the discomfort felt at a discrepancy between what you already know or believe, and new information or interpretation. Attitudes may change due to the cognitive dissonance resulting from behavior that appears to have insufficient internal justification; changing the attitude to correspond with the behavior provides an internal justification.
By Persuasive Communications
* The study of persuasive communication examines the conditions under which people are most likely to change their attitude in response to a persuasive message