Experience: Experience is a big factor that can influence an attitude to form. This experience can include direct experience and observational experience. Direct experiences are our personal experiences, whereas Observational experiences are what they learned by observing others or their mistakes.
Social factors: Social factors and social norms also in influencing the psychological attitude of an individual. Social norms involve societyâ€™s rules and regulations, social expectations, and social customs.
Learning: Attitudes can also be learned unconsciously or consciously. Most of the social attitudes are influenced by recent trends, movies, and advertisements. This is the point where stereotypes enter the chat. What we are seeing and hearing, again and again, can influence our behaviors and attitudes.
Conditioning: The attitude formation can also be influenced by Operant conditioning. Envision a youngster who has quite recently begun smoking? Suppose people around him continuously complain and chastise him to leave their vicinity because of smoking. In that case, this may create negative feedback and develop an unfavorable opinion against smoking, which will lead him to quit the habit.
Observation: Certain attitudes can also be developed by observing the people around us. That is the reason most of the kids behave like their parents. When someone admires a particular characteristic they like, they may also develop the same attitude.
Dimension of Attitudes
Studies show that there are three dimensions of attitude: strength, accessibility, and ambivalence. They are explained as follows:-
Attitude Strength: Strong attitudes are solidly held and exceptionally impact an individual’s conduct. Attitudes that are essential to an individual will, in general, be strong. Attitudes that individuals have a personal stake in additionally will, in general, be strong. Moreover, individuals will, in general, have stronger attitudes when they have significant information about people, events or things etc.
Attitude Accessibility: An ease that comes to mind openly is defined as accessibility of an attitude. As a general rule, profoundly open attitudes will, be stronger in nature.
Attitude Ambivalence: A proportion of positive and negative assessments that build up that attitude is referred as ambivalence attitude. Along with the above three dimensions, there is one more important dimension of attitudes i.e. is attitude and behavior.
Attitudes and behaviors: Most of us believe that people tend to behave according to their attitudes. But Social psychologists have found that actual behaviors may not always align with the individualâ€™s attitude. For example, Even Though plenty of people support a particular political party, under certain circumstances, many of them are failing to go out and vote for that party.
Why Attitudes Change?
While attitudes can powerfully affect behavior, they are not unchangeable. The very impacts that lead to an attitude arrangement can likewise make an attitude change.
Learning Theory: Classic conditioning, operant conditioning, and observational learning can be accustomed to achieving attitude change. Can utilize operant conditioning to strengthen beneficial attitudes and debilitate unfortunate ones. Individuals can likewise change their attitudes after noticing the behavior of others. Can utilize classic style conditioning to make good enthusiastic responses to an item, individual, or occasion by associating positive emotions with the objective article.
Elaboration Likelihood Theory: This theory of persuasion proposes that individuals can change their attitudes in 2 ways. To begin with, they can be influenced to listen and consider the message, which may lead to an attitude shift. Or on the other hand, they may be affected by the speakerâ€™s attitude, prompting a brief or surface change in attitude. Messages that are provocative, rational, and logical are bound to change attitudes permanently.
Dissonance Theory: As referenced before, individuals can likewise change their attitudes when clashing beliefs about a particular subject. To decrease the strain made by these contradictory beliefs, individuals regularly shift their attitudes.
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