Attitudes

 

Allport

An attitude is a mental and neural state of readiness, organized through
experience, exerting a directive or dynamic influence upon the
individual's response to all objects and situations with which it is related.

 

Pratkanis

An attitude is a person's evaluation of an object of thought.

 

Why Attitudes are Important

- Attitudes are pervasive
- Attitudes predict behavior toward their objects
- Attitudes are a selective force in perception and memory
- Attitudes serve various psychic functions

 

Explicit Attitudes

An attitude that operates on a conscious level via controlled processing.

 

Implicit Attitudes

An attitude that affects behavior automatically, without conscious thought and below
the level of awareness via automatic processing.

 

Implicit Attitude Test

https://implicit.harvard.edu/implicit/

 

 

Difficulties in Demonstrating Why Attitudes are Important

- Ordinary situations are attitudinally complex
- The concept of attitude needs to be refined
- The understanding of attitude functions is underdeveloped

 

Connecting Attitudes to Behaviors

- Minimize other influences on attitudes
- Minimize other influences on behaviors
- Measure attitudes specific to behaviors
- Maximize attitude potency
  - Bring attitudes to mind
  - Connect attitudes to personal experiences

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