5
Nature of Attitude
Attitude are a complex combination of things we tend to call personality, beliefs, values,
behaviors, and motivations.
An attitude exists in every persons mind. It helps to define our identity, guide our
actions, and influence how we judge people.
Although the feeling and belief components of attitude are internal to a person, we can
view a persons attitude from his or her resulting behavior.
Attitude helps us define how we see situations, as well as define how we behave toward
the situation or object.
Attitude provides us with internal cognitions or beliefs and thoughts about people and
objects.
2.Affective component
3.Behavioural component
Cognitive component
Cognitive component involves the belief or knowledge of the person.
This base knowledge is usually objective and without any emotional
element.
Using a McDonalds example yet again, there are some people who
would frequently visit McDonalds, others who go occasionally, and
others who would never go to McDonalds. Obviously the behavioral
component is interrelated to the effective and cognitive aspects of the
persons attitude.
Thank you