ATTITUDE AND BEHAVIOR
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ATTITUDE
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Attitudes are more important than facts
A happy person is not a person in a certain set of
circumstances ,but a person with a certain set of
attitudes.---Hugh Downs
Ability is what you’re capable of doing. Motivation
determines what you do. Attitude determines how well
you do it….Lou Holtz
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CONTD/
An Attitude is nothing but a point of view one
holds for other people, situations, event, object,
places, phenomena, or beings.
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CONTD/like an evaluative statement that is either
positive or negative depending on the degree of
like or dislike for the matter in question.
 An attitude reflects how one thinks, feels and
behaves in a given situation.
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THREE ATTITUDES
positive attitude
 negative attitude
 neutral attitude.
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POSITIVE KEY ATTITUDES
Respectfulness
 Pridefulness
 Committment
 Innovation
 Helpfulness
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YOU NEED TO CHOOSE POSITIVE
ATTITUDE TO SUCCEED IN LIFE.
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WHAT IS ATTITUDE?
Ideas we hold about ourselves, others, objects
and experiences
 An evaluation a person makes about an object,
person, group, event or issue
 An evaluation refers to a judgement being
made – either positive or negative about
something
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A psychological tendency that is expressed by
evaluating a particular entity with some degree of
favor or disfavor *
* From: Eagley and Chaiken (1993). The Psychology of Attitudes.
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HOW ARE THESE DEVELOPED?
Experience
 Reflect our individual backgrounds and sociocultural experiences
 We form our attitudes as we interact and are
exposed to different types of media and life in
general
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Components of Attitudes
A) Affective (Emotional)
B) Behavioral
C) Cognitive (Thinking)
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Process
Observable
Inferred
Observable
Cognition
Stimuli
Attitude
Affect
Evaluation
Behavior
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FUNCTIONS OF ATTITUDES
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Utilitarian function
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Ego-defensive function
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Knowledge function
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Value-expressive function
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HOW DO WE FORM ATTITUDES?
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Three different paths to attitude formation:
 Attitudes
are created by first creating beliefs.
 Consumer
beliefs are the knowledge that a consumer
has about objects, their attributes, and the benefits
provided by the objects.
 Consumer beliefs are created by processing information-cognitive learning.
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FORMING ATTITUDES, CONTINUED
 Attitudes
are created directly.
 Behavioral
learning
 Mere exposure
 Attitudes
are created by first creating behaviors.
 Consumers
respond to strong situational or
environmental forces, and after engaging in the behavior,
form attitudes about the experience.
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ATTITUDE CHANGE OCCURS ONLY WHEN:
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There are aversive consequences to the action
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Person assumes personal responsibility for causing
those consequences
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Person who performs action experiences aversive
arousal that is attributed to action
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ATTITUDE CHANGE OCCURS WHEN:
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The action is one that logically implies a corresponding attitude
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People do not spontaneously remember what their attitude
used to be and draw the same conclusion from their action as
an uninvolved observer
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A previously attractive option becomes dictated by external
controls
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ATTITUDES: FROM BELIEFS TO BEHAVIOR
Perceived Environment
Cognitive
process
Emotional
process
Beliefs
Attitude
Emotional
Episodes
Feelings
Behavioral
Intentions
Behavior
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4-18
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A response of an individual or group to
an action, environment, person, or stimulus.
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WHAT IS BEHAVIOR MODIFICATION?
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A technique to improve one’s behavior
By Altering an individuals behaviors & reactions to stimuli
through positive and negative reinforcement
In Result: it replaces undesirable behaviors are replaced
more desirable ones
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Focus on lifestyle improvements
(stress prone personalities, addiction, behavioral addiction, etc.)
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