WHAT IS ATTITUDE?

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 Introduction

Attitude is a term that refers to the beliefs, feelings, and behaviors that individuals hold towards a particular object, person, or situation. Attitude has been a topic of interest in various fields such as psychology, sociology, and organizational behavior. Attitude plays a crucial role in shaping an individual's thoughts, emotions, and actions. Attitude can be positive or negative and can be shaped by various factors such as culture, upbringing, experiences, and personal beliefs. In this essay, we will explore what attitude is, how it is formed, and how it affects an individual's life.

Definition of Attitude

Attitude has been defined in different ways by various scholars. According to Allport (1935), 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." This definition highlights the role of experience in shaping an individual's attitude towards a particular object or situation.

Another definition of attitude was proposed by Eagly and Chaiken (1993), who defined it as "a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor." This definition emphasizes the evaluative nature of attitude and how it influences an individual's behavior towards a particular object or situation.

Formation of Attitude

Attitude is formed through various factors such as culture, upbringing, experiences, and personal beliefs. Attitude formation is a gradual and continuous process that is influenced by both internal and external factors. Internal factors include an individual's personality traits, values, and beliefs, while external factors include social and cultural influences.

Socialization is a crucial factor in shaping an individual's attitude. Family, peers, and media play a significant role in shaping an individual's attitude towards various objects or situations. For example, a child who grows up in a family that values education is likely to develop a positive attitude towards education. Similarly, a child who grows up in a family that discriminates against certain races is likely to develop a negative attitude towards those races.

Experiences also play a vital role in shaping an individual's attitude. Positive experiences are likely to lead to positive attitudes, while negative experiences are likely to lead to negative attitudes. For example, if an individual has a positive experience with a particular product or service, they are likely to develop a positive attitude towards it. On the other hand, if an individual has a negative experience with a product or service, they are likely to develop a negative attitude towards it.

Personal beliefs and values also play a crucial role in shaping an individual's attitude. An individual's beliefs and values are shaped by their upbringing, experiences, and cultural background. For example, an individual who values honesty is likely to have a positive attitude towards people who are honest, while an individual who values power and success is likely to have a positive attitude towards people who are successful.

Types of Attitude

Attitude can be classified into three types: cognitive, affective, and behavioral. Cognitive attitude refers to an individual's beliefs and thoughts about a particular object or situation. Affective attitude refers to an individual's emotional response towards a particular object or situation. Behavioral attitude refers to an individual's behavior towards a particular object or situation.

Cognitive Attitude

Cognitive attitude is based on an individual's beliefs and thoughts about a particular object or situation. Cognitive attitude is often based on the individual's knowledge and understanding of the object or situation. For example, an individual's cognitive attitude towards a particular product is based on their knowledge and understanding of the product. An individual's cognitive attitude towards a particular political party is based on their knowledge and understanding of the party's policies and ideologies.

Affective Attitude

Affective attitude is based on an individual's emotional response towards a particular object or situation. Affective attitude is often influenced by an individual's past experiences, values, and cultural background. For example, an individual may have a positive affective attitude towards a particular sports team because they have positive memories associated with watching the team play. On the other hand, an individual may have a negative affective attitude towards a particular food because they associate it with a negative experience they had in the past.


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Behavioral Attitude

Behavioral attitude is based on an individual's behavior towards a particular object or situation. Behavioral attitude is often influenced by an individual's cognitive and affective attitudes. For example, an individual may have a positive cognitive and affective attitude towards exercise, but if they do not engage in regular exercise, their behavioral attitude towards exercise is negative.

Attitude and Behavior

Attitude and behavior are closely linked, but they are not always consistent. Attitude is an internal state that influences an individual's behavior, but it does not always determine behavior. Attitude can be influenced by external factors such as social norms and peer pressure. For example, an individual may have a positive attitude towards smoking but may not engage in smoking behavior due to social norms and pressure.

Similarly, an individual may have a negative attitude towards a particular food but may still consume it due to peer pressure or social norms. However, in general, attitude is a good predictor of behavior. An individual who has a positive attitude towards exercise is more likely to engage in regular exercise, while an individual who has a negative attitude towards exercise is less likely to engage in regular exercise.

Attitude and Culture

Culture plays a significant role in shaping an individual's attitude towards various objects and situations. Cultural values and beliefs influence an individual's cognitive, affective, and behavioral attitudes. For example, in some cultures, punctuality is highly valued, and individuals who are not punctual are viewed negatively. In such cultures, individuals are likely to develop a positive cognitive and affective attitude towards punctuality and a behavioral attitude of being punctual.

In other cultures, collectivism is highly valued, and individuals who prioritize individualism are viewed negatively. In such cultures, individuals are likely to develop a positive cognitive and affective attitude towards collectivism and a behavioral attitude of prioritizing collectivism over individualism.

Attitude and Organizational Behavior

Attitude plays a crucial role in shaping an individual's behavior in the workplace. An individual's attitude towards their job, colleagues, and organization influences their behavior and job performance. An individual who has a positive attitude towards their job and organization is likely to be more productive and have a higher job satisfaction than an individual who has a negative attitude towards their job and organization.

Organizations can influence employee attitudes by providing a positive work environment, offering career development opportunities, and providing fair compensation and benefits. Organizations that prioritize employee well-being and job satisfaction are likely to have employees with positive attitudes towards their job and organization.

Conclusion

Attitude is a complex psychological construct that influences an individual's thoughts, feelings, and behavior towards a particular object or situation. Attitude is formed through various factors such as culture, upbringing, experiences, and personal beliefs. Attitude can be classified into cognitive, affective, and behavioral attitudes, which are closely linked but not always consistent. Attitude plays a crucial role in shaping an individual's behavior in various contexts such as the workplace and personal relationships. Understanding the role of attitude can help individuals and organizations develop strategies to promote positive attitudes and behavior.


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