Attitudes
Allport (1935)
An attitude is a mental and neural state of
readiness, organized through
experience, exerting a directive or dynamic influence upon the
individual's response to all objects and situations with which
it is related.
Pratkanis (1989)
An attitude is a person's evaluation of an object of thought.
Why Attitudes are Important
- Attitudes are pervasive
- Attitudes predict behavior toward their objects
- Attitudes are a selective force in perception and memory
- Attitudes serve various psychic functions
Difficulties in Demonstrating Why Attitudes are Important
- Ordinary situations are attitudinally complex
- The concept of attitude needs to be refined
- The understanding of attitude functions is underdeveloped
Connecting Attitudes to Behaviors
- Minimize other influences on attitudes
- Minimize other influences on behaviors
- Measure attitudes specific to behaviors
- Maximize attitude potency
- Bring attitudes to mind
- Connect attitudes to personal experiences