Attitudes - What are they? How do we develop them?

Attitude is the evaluation of “a person, an object, an idea or an issue that are positive, negative or ambivalent” (Dunn, 2015). They are constructed based on the origins of an individual, which is grounded on the affective, behavioural and cognitive characteristics of that person (Dunn, 2015). Attitudes are expressed through spoken and body language, movements such as gestures and facial expressions. There are different types of attitudes ones that are either personally or commonly held – held by an individual or a group of people. This can affect the strength of an attitude particularly on learning because it will have either a greater or narrower influence on how information is perceived.

ABC - the three components

Affective (feel, emotions)

Behavioural (behaviours)

Cognitive (processing info)

Attitude = belief + emotion + action

Formation of Attitudes: Theoretical Underpinnings

- Classical conditioning - learning by simple association.

- Operant conditioning – learning through experiences – punishment and reinforcement

- Observational learning Modelling – learning through imitation – social learning theory.

- Information processing theory – Stratta, 1994, process and analyse all of the factors and then form an opinion.

- Self-perception theory, Bem – when you look at your own perception and own thought and experiences that is why you have an opinion.

- Mere exposure to the object of the attitude, Zajonc – when you are exposed to an object and the more familiar you come, there is an tendency to become more and more favourable to that object. Can be favourable or unfavourable.

What are the sources of attitudes?

- Interaction with people around you – family, friends. First reference group is your family. second reference group is your school, peers and teachers.

- Social comparison – compare you attitudes with the attitudes of your social group.

- Discussion with people – discuss objects, issues, people, which develops attitudes.

- Child rearing (effects of parenting, values, beliefs, and practices) How you have been brought up. Eg how were you loved, disciplined

- Mass media – magazines, tv, news. Defines that way you move in society

- Environment

- Society

- Experience

- Genetics

You are not born with attitudes, you learn to have your attitudes over time.