1. Attitude A learned predisposition to respond to an object in a consistently positive or negative way

2. Attitude and Attitude Formation Three Factor model of attitude Attitude acquisition -- hierarchies Attitudes under differing circumstances –Cognitive Learning –Emotional Learning –Low-involvement attitude formation Implications

3. Three Factors of Attitude Cognitive- Thinking Affective- Feeling Conative- Disposition To Acting

4. Forms of Attitude Acquisition Learning Hierarchy Emotional Hierarchy Low- Involvement Hierarchy Thinking FeelingAction Feeling Action Thinking

5. Implications Match the molding approach to the situation –Cognitive Route to attitude molding –Affective Route to attitude molding –Conative Route to attitude molding What’s appropriate? –Approach should depend on most important needs. Achieve consistency –What factor is weakest? Take that route?

6. Fishbein’s model A = sum of all B X E Where A is attitude toward some object B is belief that an outcome will occur E is the evaluation, positive/negative, of that outcome

7. Fishbein’s extended model Attitude is partially responsible for behavior B = f(BI) = f(A)w1 + f(SN)w2 B is behavior BI is behavior intention A is attitude toward the object (w1 is a weight) SN is social norm applying to action toward the object (w2 is a weight)