Detailed Summary
Attitudes are defined as a set of evaluations we hold towards various objects, people, or issues, encompassing cognitive, affective, and behavioral components (referred to as the A-B-C model). These components interact with one another, leading to the organization of beliefs, feelings, and tendencies to act. The section outlines how attitudes are formed through several processes:
- Learning through Association: This occurs when attitudes are formed based on experiences, such as developing a preference for a subject taught by a charismatic teacher.
- Rewards and Punishments: Positive reinforcement can nurture favorable attitudes, while negative experiences, like falling sick from bad food, can lead to negative attitudes.
- Modeling: Observing others can shape our attitudes based on their rewards and punishments.
- Cultural Norms: Societal expectations guide attitude development, leading to individuals adopting particular viewpoints to conform.
Significant factors influencing the formation of attitudes include family, school environment, personal experiences, reference groups, and media. The section delves into the intricacies of attitude change, emphasizing theories such as Balance Theory and Cognitive Dissonance, which explain the discomfort caused by conflicting attitudes and how individuals resolve this dissonance by changing their attitudes or beliefs. Additionally, it discusses the characteristics of the existing attitudes that affect the ease of change, including extremeness, centrality, and simplicity.
Furthermore, the section highlights the connection between attitudes and behavior, underscoring that attitudes do not always predict behavior consistently, illustrated by the famous LaPiere study on racial discrimination. Finally, the social ramifications of prejudice and discrimination, often stemming from negative attitudes, are examined, with strategies proposed for managing and mitigating these prejudices.