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ATTITUDES DEFINITION AN ENDURING FEELING OR EVALUATION TOWARDS SOME PERSON, OBJECT OR EVENT (ATTITUDE OBJECT) FUNCTIONS We 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 defensive mechanism, attitudes believed to function like defence mechanisms & help protect our self-esteem. E : Express values , preferences, central values. ASSUMPTIONS FORMED THROUGH Affective : Classical Conditioning (association) linking attitude object to feelings. Behavioural : Observing others / imitation modelling – Social learning theory Bandura ‘77 & Operant conditioning – rewarded etc, therefore shaping action Cognitive : Gathering information – forms thought component.
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