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ATTITUDEATTITUDE

MODULE III

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Attitudes.ppt 2

Attituttitudeses

An attitude is apredisposition toact or feel acertain waytowards aperson or thing.

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Attitudes.ppt 3

Attitudeshave an emotional

charge + or occur within a situation

can not be measureddirectlyself reporting or

inference

are learnednot temporary - more

or less enduring

S itu a tio nA ttitu d e

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Attitudes.ppt 4

Attitudes are learnedIn the absence of existing attitude we are open

to suggestion

Something( )bject of attitude ositive resultoal achievement

+

+Formation of a attitude

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5

Communicator effect

highly respected sourcehelps formation of an

attitude.

an inept attempt to teach anattitude can lead to a

negative reaction eg. antidrug ads

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Attitudes.ppt 6

Attitude stabilitydepends on

how closely it's linkedwith other attitudes

knowledge - cognitiveaspect

degree ofliking/disliking -

affective aspect

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Attitudes can be formed topreserve balance in our selfimage

Have to fit withother attitudes,

values, informationaccepted, what wedo.

Changes in thesemay cause areadjustment of anattitude.

K n o w le d g e

O p in io n

A ttitu d e s

V a lu e s

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Attitude to object vs attitude toa behavior

The attitude-toward-object modelAttitude is function of evaluation of

product -specific beliefs and

evaluationsThe attitude-toward-behavior

modelIs the attitude toward behaving

or acting with respect to anobject, rather than the attitudetoward the object itself

Object: Rolls Royce car

Behaviour: purchasing a Rolls

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Tricomponent AttitudeModel (ABC)

Affect (How Ifeel aboutit)plus

Behaviouraltendency, plus

Cognitions(what I think orknow) aboutlikelyconsequencesof behaviour

A F FE C T IV E( )FeelingB e h a vio u r

C O G N IT IV EK n o w le d g e

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ultiattribute modelultiattribute modelThis college has great facilitiesDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 3 4 5 6 7 strongly

Infrastructure at this college is up to the mark

Disagree |__|__|__|__|__|__|__| Agreestrongly 1 2 3 4 5 6 7 strongly

Courses are recognised by employersDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 4 5 6 7 strongly

College is easy to get toDisagree |__|__|__|__|__|__|__| AgreeStrongly 1 2 3 4 5 6 7 strongly

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Attitude change

strategiesChanging the Basic Motivational Function

Associating the Product With an AdmiredGroup or Event

Resolving Two Conflicting Attitudes

Altering Components of the MultiattributeModel

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Attitudes.ppt May 05 12

Attitude change

strategiesChanging the Basic Motivational FunctionAssociating the Product With an Admired Group

or Event

Resolving Two Conflicting Attitudes

Altering Components of the MultiattributeModel

Changing Beliefs About Competitors Brands

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THANKS