“An attitude is a hypothetical construct that represents an individual's degree of like or dislike for an item”. Attitudes are generally positive or negative views of a person, place, thing, or event-- this is often referred to as the attitude object. People can also be conflicted or ambivalent toward an object, meaning that they simultaneously possess both positive and negative attitudes toward the item in question. Attitudes are judgments. They develop on the ABC model (affect, behavior, and cognition). The affective response is an emotional response that expresses an individual's degree of preference for an entity. The behavioral intention is a verbal indication or typical behavioral tendency of an individual. The cognitive response is a cognitive evaluation of the entity that constitutes an individual's beliefs about the object. Most attitudes are the result of either direct experience or observational learning from the environment. It can also be defined as,” A complex mental state involving beliefs and feelings and values and dispositions to act in certain ways.” For example, if someone says that “I like my Job”. This statement expresses his attitude towards his Job.
COMPONENTS OF ATTITUDE:
There are three components of attitude.
Cognitive Component: It refers that's part of attitude which is related in general know how of a person, for example, he says smoking is injurious to health. Such type of idea of a person is called cognitive component of attitude. Affective component: This part of attitude is related to the statement which affects another person. For example, in an organization a personal report is given to the general manager. In report he point out that the sale staff is not performing their due responsibilities. The general manager forwards a written notice to...