Atittude

Attitude: Learned tendency

Attitudes structure can be described in terms of three components. Affective component: this involves a person's feelings / emotions about the attitude object. For example: "I am scared of spiders". Behavioral (or conative) component: the way the attitude we have influences how we act or behave. For example: "I will avoid spiders and scream if I see one". Cognitive component: this involves a person's belief / knowledge about an attitude object. For example: "I believe spiders are dangerous". This model is known as the ABC model of attitudes.

Theory of Planned Behavior

Attitudes, which are evaluations of ideas, events, objects, or people, are generally positive or negative. Perceived control refers to the belief of the amount of direction one has over the environment, and it suggests if the task will be easy or difficult to accomplish. Norms are attitudes and behaviors that are considered normal, typical, or average, and they determine others' approval or disapproval of the behavior.

Subjective Norm

Individual's perception of particular behavior, significant judgement of others

Principal of Aggregation

attitude

Behavioral Belief

individuals belief about consequences of a behavior

Attitude into Behavior

1. Theory of Planned Behavior 2. Attitude to Behavior Process Model 3. Protype Willingness Model

Attitude to Behavior Process Model

Behavior is a function of 6 things 1) Previous Behavior 2) Attitudes towards a behavior 3) Subjective Norms 4) Intentions 5) Willingness to Engage in a specific type of behavior 6) Prototypes

Attitude to Behavior Process Model

Event Triggers attitude + Knowledge (prior experiences)=---> lead to behavior

Normative Belief

Individuals perception of social -->"relevant others"

Behavior to Attitude: Foot in the door Phenomenon Role Play

Tendency to agree w/ small actions first --> Large Actions