Gordon Allport has defined
attitude as “mental state of readiness, organized through experience, exerting
dynamic influence upon the individual’s response to all objects with which it
is related”. Attitudes have intellectual, biological, social and emotional
components that determine the behavior of an individual; Attitudes are
evaluation that can color our experience of virtually any aspect of the world.
Often attitudes are explicit consciously accessible and easy to report. But
attitudes can also be implicit and therefore not consciously accessible or
controllable. Attitudes interests and values must begin with a realization that
their dynamic phenomena that interact with all other elements of organism
rather than static units.
Attitudes have been
defined as ideas with emotional content, important beliefs, prejudices
appreciations and as states of readiness .Attitudes have been influenced by
planned and random experiences. A variety of patterns are included in attitude
of individual .There are attitude towards health, life, death, people, new
situation, music and art, work, play government, religion. Attitudes influence
behavior along with two other factors:
·
Perceptions of social norms
·
Beliefs about one’s personal ability to
perform a specific behavior.
Attitudes have four dimensions;
intensity, direction, extensity and duration. Each aspect is important to
understand their influence upon the behavior.
Intensity of an
attitude is evidence by the extent of which individual shows the concern of an
individual. The direction of an attitude is the force that speeds attracts or
fails to motivate the child in any direction. Extensity is pattern of attitude
within an individual that is developed from wide variety of situation .The
duration of an attitude is modification of existing negative attitudes and
creation of positive attitude.
1. Characteristics of Attitude:-
Attitudes are
characterized as they are persistent evaluation. Attitudes are influenced by
cultural factors learning and biological factors that include innate
preferences. Attitudes are based on cognitive evaluations and affective
evaluations to varying degrees. Attitudes help us to make decisions and choices
more economically based on information from previous experiences. The following
characteristics explain the nature of attitudes.
·
The Attitude object
·
Attitudes are learned predisposition
·
Attitudes have consistency.
·
Attitude occurs within a situation.
2. Importance of Attitude:-
It is important the way
it is highly concerned with a state of mind or feeling with regard to some
matter .Attitude is our tendency to evaluate some symbols, object or aspect of
our world in a favorable or unfavorable manner.
It can also be seen as
state of mind or feeling with regard to some matter .The word attitude is used
as a whole collection of one’s opinions prejudices and sentiments. Attitudes
are something we learn. This learning usually occurs gradually through many
different experiences or as a result of powerful emotional experience. Most
attitudes are learned from those experiences that can be unfavorable or
unfavorable, pleasant or unpleasant and the resulting attitude ends up as
negative or positive .Social environment plays an important part in shaping
attitudes. We may reflect attitudes from others such as parents friends leaders
or persons of prestige. We may acquire them from cultural influence of a
certain geographical area such as farm or small town. Also, attitudes may be
affected by age, position and education.
3. Nature
and Change in attitude:-
Nature of attitude is
featured as it changes with time and situation. It is highly related to
feelings and beliefs of people. It may affect an individual’s behavior
positively or negatively. Attitude is always learned through experiences. It
has the power to affect perception about any object. It may be unconsciously
held. Attitude is developed by a process of social learning .When we interact
or simply observe the behavior our attitude is developed. Attitudes can
influence our thoughts that are reflected in overt behavior. Attitude may be
explicit that is conscious and reportable .Attitude may be implicit that is
uncontrollable and perhaps not conscious.
It is widely observed
that reward and punishment build up attitude. Attitude can be changed if we try
to differentiate negative attitude from positive attitude. Positive attitude
can bring positive change in life. It is difficult to change attitudes but with
some efforts it can be done. A positive attitude is a pre-requisite for change
and development. If anybody has negative attitude towards change .This attitude
will extend to anything representing change i.e. leaders, technology meeting or
any process of change. There are various steps towards change in attitude. Attitudes
of individual towards life, family, ideas, political thinking, religion or
anything can be changed. One needs to identify the object towards which change of attitude is desired. Introduce
the information about which an individual agrees and introduce the new
information that contradicts the existing belief or attitudes. We need to
identify the ways through which belief or practice conforms to new information.
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