1. Attitude A learned predisposition to respond to an object in a consistently positive or negative way

2. Attitude and Attitude Formation • Three Factor model of attitude • Attitude acquisition -- hierarchies • Attitudes under differing circumstances • Cognitive Learning • Emotional Learning • Low-involvement attitude formation • Implications

3. Three Factors of Attitude Conative- Disposition To Acting Cognitive- Thinking Affective- Feeling

4. Forms of Attitude Acquisition Low- Involvement Hierarchy Learning Hierarchy Emotional Hierarchy Thinking Feeling Action Feeling Action Feeling Action Thinking Thinking

5. Implications • Match the molding approach to the situation • Cognitive Route to attitude molding • Affective Route to attitude molding • Conative Route to attitude molding • What’s appropriate? • Approach should depend on most important needs. • Achieve consistency • What factor is weakest? Take that route?

6. Fishbein’s model A = sum of all B X E Where A is attitude toward some object B is belief that an outcome will occur E is the evaluation, positive/negative, of that outcome

7. Fishbein’s extended model Attitude is partially responsible for behavior B = f(BI) = f(A)w1 + f(SN)w2 B is behavior BI is behavior intention A is attitude toward the object (w1 is a weight) SN is social norm applying to action toward the object (w2 is a weight)