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BEHAVIOUR
BY
L.J LORDSON
JEROME
RA1952001010380
ATTITUDE
Let us understand the importance and nature of attitude. Learn and understand the
difference between the attitude, opinion, value etc. and many more in this segment.
Nature of Attitude
object. For example, a person who has a positive attitude towards the religion is likely to
enjoy going to worship services, believe that the religious institutions fosters morality, and
An attitude is always directed toward some object, such as the temple, school etc. The
be purely personal, such as a feeling about playing cricket or football. Moreover, the object of
attitude is a tendency to react in a certain way. That is, a person who has an attitude has
related situations. Until some situation arouses it, however, the attitude is latent. For
example, a man who has a patriotic attitude toward his country is not continuously aroused
about it. But his patriotic attitude arouses his country is threatened from an external
Attitudes are for or against things. We tend to have favorable attitudes toward sources of
gratification and unfavorable attitudes toward sources of punishment and frustration. It is
possible, of course, that our attitudes toward an object may not be uniformly favorable or
unfavorable. For example, we may admire and respect American technical accomplishments
Arousal of attitude
If an event appears to maintain, attain, or foster movement toward what one value, then
this event will tend to arouse positive reactions. Accordingly, a person who identifies with
what one value, then this event will tend to arouse negative reactions. Accordingly a person
who identifies with the goals of labor unions would react negatively to legislation or proposal
The stronger an attitude, less the stimulation which is necessary to arouse it. Let us assume
that the following items constitute an ascending scale of stimulation of attitude arousal for
For a person who has a weakly unfavorable attitude toward labor unions, perhaps only
items ‘D’ would produce much of an attitudinal reaction. On the other hand, for a person
who has an intensely anti-union attitude, item B and even A would be capable of arousing
the attitude. The stronger one’s attitude, the greater the probability of arousal of the
attitude. Or the wider the range of stimulus situations which are capable of arousing it, for
example, those who have strong attitudes, either favorable or unfavorable, in regard to
untouchability are likely to be aroused by a wider range of situations than are those who
have weak attitudes. An aroused attitude consists of three categories of internal (implicit,
covert) responses. These consist of affective (emotional), reactions, cognition’s (thoughts,
The latter are actually motives for doing particular things. To illustrate, suppose that we
spending time in the university library, believes (cognition) that industrial society depends
upon what universities do, judges (cognition) that college professors are capable people, and
Thus an aroused attitude can be regarded as having affective, cognitive, and action
components.
The set of implicit responses that is aroused on a particular occasion depends upon the
person and the stimulus situations. Sometimes we have strong emotional reactions to a
situation but lack definite beliefs and action tendencies in relation to it. For example, we
might deeply resent a foreigner’s blast against our country’s policies but not have any
systematic beliefs about the significance of his actions or any definite action tendencies. In
some people affective reactions and beliefs may play a large part in their religious attitudes
The greater the degree of arousal of the affective component of an attitude, the greater the
something relevant to an attitude, he will tend to react to some new attitude stimulus more
strongly than he would otherwise do. A community that is angry about a “communal
incident” will be likely to be sensitized to new threats to its values. It is not even necessary
that the affective arousal be related to an attitudinally relevant stimulus for its effect to
occur.
evaluation a person possesses.” Such concepts and standards are relatively few and
everyday life. Values are tinged with moral flavour, involving an individual’s judgment of
predisposition to respond. Values focus on the judgment of what ought to be. This judgment
can represent the specific manifestation of a determining tendency below the surface of the
situation.Value,on the other hand, represents a single belief that transcendentally guides
actions and judgments across objects and situations. Finally, a value stands in relation to
some social or cultural standards or norms while attitudes are mostly personal experiences.
There are similarities between values and attitudes. Both are powerful instruments
influencing cognitive process and behaviour of people. Both are learned and acquired from
the same source – experiences with people and objects. Values and attitudes are relatively
permanent and resistant to change. Finally, values and attitudes influence each, other and
topic or subject. An attitude is somewhat generalized (such as liking or not liking a person‘s
(such as saying that the boss plays favorites in granting promotions). Opinions, however,
typically are influenced by the more generalized attitude. The facts or observations within
an individual experiences are interpreted in the light of his attitudes. Thus, if an engineer
calls the attention of his work group to the fact that some of the safety rules have been
violated, one person (who has an “unfavorable” attitude toward the engineer) might later-
express the opinion to one of his colleagues that the engineer is “just picking on us”. Another
person (who has a “favorable” attitude toward the engineer) might later express the opinion
that the engineer is simply trying to keep us from getting our fingers cut off.”
A belief is a judgment about something. For example, a belief that the world is round is a
judgement about its form. Many of our beliefs, of course, are emotionally neutral; others are
definitely favorable or unfavorable toward some object. For example, a favorable attitude
toward the religion may involve beliefs that the religion helps to curb delinquency, that
worshippers are better citizens than are non-devotees, that people who stay away from
When beliefs become organized into systems, they are called ideologies. The capitalist
ideology, for example, is a set of beliefs that a free enterprise economy is maximally
productive; that competition in the long run brings down prices and raises quality; and that
events in the marketplace do and should determine what is produced. Related to this is a
disbelief system – the set of beliefs, which one rejects. An individual committed to capitalist
ideology would disbelieve that industry can be run efficiently without the profit system; that
people will work primarily out of a desire to serve others; or that public ownership of all
There are ideologies pertaining to all the major institutions of society, such as the family,
the law, the government, and the economic system. Although these ideologies are difficult to
verify, we feel strongly about them and, as long as things go well, have great confidence in
them. They give us an interpretation and a justification for our practices. Like religion, they
are matters of faith. They give us an interpretation and a justification for our practices. Like
religion, they are matters of faith. They give us social definition of reality. It is an interesting
thing about human behaviour that some of the beliefs that we hold most tenaciously with
Prejudices are strongly entrenched and vigorously defended, if threatened. They are
acquired in the same way as other attitudes. They are supported by differences in relative
Characteristics of Attitudes :
1. Valence,
2. Multiplexity
3. Relation to needs
4. Centrality.
Attitude Formation
The question often arises “Where do attitudes come from?” Attitudes are basically learned.
People are not born with specific attitudes; rather they acquire them through the “process
1. Personal experiences
2. Association
3. Family
5. Models and
6. Institutional factors.
3. Family: Family is the primary group that an individual belongs to. Family exerts
influence on the initial core of attitudes held by an individual. Individuals develop
certain attitudes from family members–parents, brothers, sisters etc. The family
characteristics influence the individual’s early attitude patterns. Researchers have
found a high degree of relationship between parents and children in attitudes than
they found between children and their peers. They also empirically observed low
correlation between attitudes of the children and their teachers.