The structure of attitude is described by ABC or CAB model.

  1. Cognitive component
  • It is the knowledge or logical component.
  • Related to beliefs, thoughts and attributes.
  • Forming opinion based on available information.
  1. 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.
  1. 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.



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.

  1. Attitude strength
  • Attitudes differ in strength.
  • Attitude strength is often related to values.
  • It might involve certainty, intensity, extremity, personal influence etc.
  1. Attitude accessibility
  • It is the ease with which attitude could be retrieved from memory.
  • The easily accessible attitudes are more predictive in behavioral actions.
  1. Attitude ambivalence (दुविधा)
  • A dilemma due to conflicting values.
  • Simultaneously possess both positive and negative attitude.
  • For example; ambivalent attitude towards inter-caste marriages.