ATTITUDE

BY FATIMA HASSAN
ROLL NO. : 16B-016-EL
DEFINE ATTITUDE?
ATTITUDE:
A TENDENCY IN AN INDIVIDUAL TO
PERSISTENTLY FEEL AND BEHAVE IN A PARTICULAR
MANNER TOWARDS OBJECT OR SITUATION.

ATTITUDE ARE SUBJECTIVE RATHER THAN

OBJECTIVE. THEREFORE THEY ARE DEPENDENT ON
PERCEPTION, PERSONAL EXPERIENCES AND
INFORMATION.
COMPONENTS OF ATTITUDE:
 Cognitive Component.
Affective Component.
Behavioural Component.
COGNITIVE COMPONENT
Beliefs.
Information.
Perception.
AFFECTIVE COMPONENTS
 Feelings/Emotions.
BEHAVIOURAL COMPONENTS
 Tendency to behave.
Respondent.
BEHAVIOURAL COMPONENTS

CONSUMERS INSTRUMENTAL
BEHAVIOURS BEHAVIOURS

OWN SAKE Goal Directed.

 TYPES OF ATTITUDE

IMPLICIT EXPLICIT
ATTITUDE ATTITUDE
IMPLICIT ATTITUDE:

UNACKNOWLEDGED
REFLECTION
i. MORALS
ii. BELIEFS
iii. VALUES
EXPLICIT ATTITUDE:

COUSCIOUSLY KNOWN
INVOLVE BI-POLAR SCALES;
 HIGHLY FAVOURABLE TO HIGHLY UNFAVOURABLE
 STRONGLY SUPPORT TO STRONGLY OPPOSE
 VERY GOOD TO VERY BAD
CHANGING ATTITUDE
 Effective And Persuasive Communication.
Emotion.
Expertise.
Target Characteristics.
 FUNCTIONS OF ATTITUDE:

Protecting Self- Expressing Social

Esteem Ourselves Acceptance
THANK YOU!