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.



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



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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