ATTITUDESDEFINITIONAN ENDURING FEELING OR EVALUATION TOWARDS SOME PERSON, OBJECT OR EVENT (ATTITUDE OBJECT)FUNCTIONSWe U.S.E.E. attitudes to ;U : Help us understand, organise & structure the information we receive about the world. We do not receive info in a passive way but organise & evaluate it. Therefore attitudes are schemas which contain info about people objects or events. They are a form of social categorization which is a vital element of social cognition.S : Social adjustment, adaptive feature, we can avoid neg outcomes achieve goals/ gain reward, form friendships / relationships.E : Ego defensivemechanism, attitudes believed to function like defence mechanisms & help protect our self-esteem.E : Express values, preferences, central values.ASSUMPTIONSFORMED THROUGHAffective : Classical Conditioning (association) linking attitude object to feelings.Behavioural : Observing others / imitation modelling – Social learning theory Bandura ‘77&Operant conditioning – rewarded etc, therefore shaping actionCognitive : Gathering information – forms thought component.
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