•Attitudes
Evaluative
statements or judgments concerning objects, people, or events.
Three components of
an attitude:
–Affective – The
emotional or feeling segment of an attitude
–Cognitive – The
opinion or belief segment of an attitude
–Behavioral – An
intention to behave in a certain way toward someone or something
•Does
Behavior Always Follow from Attitudes?
•Leon
Festinger – No, the reverse is sometimes true!
•Cognitive
Dissonance: Any incompatibility between two or more attitudes or between
behavior and attitudes
–Individuals seek to reduce this uncomfortable gap, or dissonance, to reach stability and consistency
–Consistency is achieved by changing the attitudes,
modifying the behaviors, or through rationalization
–Desire to reduce dissonance depends on:
•Importance of elements
•Degree of individual influence
•Rewards involved in dissonance
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