Section B- Attitudes

Question 1

Define Attitudes

Answer 1

-Enduring evaluation, positive or negative for people objects or ideas

Question 2

Characteristics of attitudes

Answer 2

• Positive or negative
• Stable or Enduring
• Focused on an attitude object
• Beliefs or values

Question 3

Components of Attitude

Answer 3

• Cognitive
• Affective
• Behavioural

Question 4

Triadic model

Answer 4

• Cognitive
• Affective
• Behavioural

Question 5

Cognitive Component

Affective component

Behavioural component

Answer 5

• Aspects that reflects our beliefs, knowledge and thought regarding an attitude object. (Based in information received)
• Emotional responses or feelings to an attitude object.(Based on Past experiences)
• Intended or actual behaviour towards and attitude object.

Question 6

Formation of Attitudes

Answer 6

• Through social learning or Operant conditioning (reinforcement)
• Past experiences

Question 7

How negative Attitudes are formed

Answer 7

• Negative experiences
• Fear of failure
• Negative role models
• High task difficulty
• Low self-efficacy

Question 8

How to measure Attitudes

Answer 8

• Interviews
• Questionnaires
• Observation of bahaviour

Question 9

Questionnaires

Answer 9

Thurston scale

• 100 statements
• 11 point scale : 1=unfavourable, 11=favourable

Likert Scale

• Statements constructed
• answers 1-5: 1 =strongly disagree 5= strongly agree

Osgood
-7 step rating for the attitude object

Question 10

Evaluation of Attitude scales

Answer 10

• They may not respond truthfully
• People provide socially acceptable answers
• Misunderstanding of the question
• Attitude may be difficult to express in words

Question 11

Methods for changing attitudes

Answer 11

• Persuasive communication

- Cognitive dissonance

Question 12

Persuasive Communication

Answer 12

• Status of the messenger or person deliver in the message. e.g. High status person
• The Quality of the message. >The message should make the individual to want to change there attitude
• Strength of current attitude
• Situation in which the message is delivered. > different situation different approach

Question 13

Cognitive dissonance

Answer 13

Changing attitude through the components of the triadic model

• Alter the cognitive component, by providing new information e.g. benefits
• Change the Affective by giving them a different experience. e.g. feedback based of knowledge of performance instead of outcome.
• Change the behavioural by simplifying the skill, ensuring success is achieved