Triadic Model
Cognitive component: what we know & believe about the attitude object.
Affective component: how we feel about the attitude objective
Behavioural component: how we actually behave towards, respond to, or intend to respond to the attitude object
Attitudes are entirely learned from modelling usually at an early age from parents, peers, teachers, role models and other influences in society. This is called socialisation. As we grow attitudes are conditioned by experience and familiarity with the attitude object.
bad attiude progression
sterotype
prejudice
discrimination
Changing attitudes
2 methods: persuasive communication
Receiver must attend, understand and retain the message
Persuader: expert/ trusted role model
message: clear and balance between emotion and logic
receiver: must be willing to listen
situation can affect the attitude (others present)
Cognitive dissonance
the creation of conflicting feelings to change a attitude
cognitive: change knowledge of object
Affective: engineer situation where object is more favourable to person
Behavioural: use rewards and incentives
Measuring attitudes
Observation of behavioural signals:
Viewing of the manifestations of an individual becoming overly aroused, including changes in HR & body language; such as standing tall or making eye contact.
Questionnaires:
More common method often form of attitude scale that attempts to give an indication of an idividual's attitudes to a range of objects by asking them to respond to a set of statements.
Others describe how participants feel.
Eg
Thurstone scale (Do you like?)
Likert scale (how much do you like?)
Semantic differential scale (what do you like more?)