The structure of attitude is described by ABC or CAB model.
- Cognitive component
- It is the knowledge or logical component.
- Related to beliefs, thoughts and attributes.
- Forming opinion based on available information.
- Affective component
- Related to feeling or emotions. E.g. fear, love, hate, sympathy, like etc.
- It is an important component for attitude change, persuasion, social influence, decision making etc.
- Behavioral component
- Related to a tendency or a predisposition to act in a certain manner.
|1.||Corruption is bad.||I dislike corruption.||I will complain, if I’ll find corruption.|
|2.||Snakes are poisonous.||I fear snakes.||I will run away if there is a snake.|
DYNAMIC ASPECTS OF ATTITUDE
The attitude is a dynamic state of mind.
The psychological tendency of favour or disfavor changes in temporal dimensions, which results in different degree of attitude in different situations.
- Attitude strength
- Attitudes differ in strength.
- Attitude strength is often related to values.
- It might involve certainty, intensity, extremity, personal influence etc.
- Attitude accessibility
- It is the ease with which attitude could be retrieved from memory.
- The easily accessible attitudes are more predictive in behavioral actions.
- Attitude ambivalence (दुविधा)
- A dilemma due to conflicting values.
- Simultaneously possess both positive and negative attitude.
- For example; ambivalent attitude towards inter-caste marriages.