1. Attitudes

2. What you need to know… Definitions and components of an attitude
Influences on formation of an attitude and influences on behaviour
Changing attitudes through cognitive dissonance and persuasive communication.

3. Common characteristics of an attitude:
Positive or negative
Stable and enduring
Focused to a particular item or situation (attitude object)
They are evaluative, subjective or beliefs

4. What is your attitude towards the following objects
What is your attitude towards the following objects? Discuss with your partner…

5. Attitude object – the focus of an individual’s attitude
Attitude object – the focus of an individual’s attitude. (people, training, events, ideas)
Generally a positive attitude can lead to positive behaviour patters, but this cannot be guaranteed

6. Components of an attitude:
Attitudes form our beliefs and values – which in turn influence behaviour
Triadic model

7. Cognitive component – reflects beliefs, knowledge, thoughts and ideas regarding an attitude object.
Affective component – feelings towards an attitude object. Positive experiences may lead to a positive attitude towards future participation
Behavioural component – involves our intended or actual behaviour. Often based on the evaluation of the first two

8. Are cognitive and affective components always an accurate predictor of behaviour?
With your partner give an example…

9. Discuss with a partner the reasons how you know you have a positive attitude towards your chosen practical activity (refer to 3 components). Suggest how you think this attitude has developed

10. Formation of attitudes:
Why do we need to understand how attitudes are formed?
To develop positive attitudes
Break down negative stereotyped opinions which may lead to discrimination and prejudice

11. Stereotype: Can you give an example of a stereotype?
A standardised image or concept shared by all members of a social group

12. Discrimination: What examples can you give relating to discrimination?
Unjust treatment of different categories of people, especially on the grounds of race, age or sex

13. Prejudice What does prejudice mean? Can you give an example?
A formed opinion, especially an unfavourable one, based on inadequate facts, often displaying intolerance or dislike towards people of a certain race, religion or culture that may be different from their own

14. Areas which may develop negative attitudes:
Negative experiences
Fear of failure
Fear of injury
Negative role models
High task difficulty
Low self-confidence
Lack of support
Cultural beliefs
Stereotypical images

15. Measurement of attitudes
Self report questionnaires:
Thurston scale
Likert scale
Osgood’s Semantic Differential scale
Validity and reliability of the data is important to identify issues and monitor future changes

16. Thurston scale: 100 statements are issued, rated on a scale of 1-11.
11 favourable and 11 unfavourable are chosen and these form the attitude scale
Scale provides a comparison with other individuals
Drawbacks:
Time consuming
Large numbers of experts needed to construct the initial scale

17. Likert scale
Statements are constructed to allow the participant to respond using a 5 point scale.
Scores are totalled to provide a score
Advantages:
Allows for a range of answers
Easy to administer
Cheap and easy to construct
Produces reliable data

18. Osgood’s Semantic Differential scale
Participant gives the attitude object 7 step rating

19. Problems with the collection of data:
Individuals not responding truthfully
Socially acceptable answers
Misunderstanding the question
Attitudes may be difficult to express in words
Wording of the statement may influence the answer

20. Attitude altered by persuasion
Changing attitudes:
Persuasive communication
Attitude altered by persuasion

21. 4 factors to consider:
Status of the messenger/person delivering the new idea – significant other
Quality of the message – clear and unambiguous. Presented confidently
Strength of the current attitude and the resistance to change – consider how the attitude was originally formed, the strength of the current belief and the level of education
Situation in which the message is being delivered – level of support, time and resources available

22. Cognitive dissonance:
Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors.
Causes psychological discomfort
Aim to change one of the components in the triadic model

23. If dissonance occurs discomfort can be removed by…
Making the thought less important
Changing the cognition
Replacing the cognition

24. Altering components:
Cognitive component: new information can be provided
Affective component: create positive experience through fun and enjoyment
Behavioural component: ensure success at training by simplifying skill/ positive reinforcement

25. Exam question:
Name and explain the components of attitudes, giving an example of how a basketball player would display a ‘positive’ attitude (3 marks)