We develop attitudes primarily through direct experience with people, situations, objects, and ideas.
Attitudes are learned predispositions to evaluate things in a certain way, and several factors contribute to their formation. Understanding these factors can help us better comprehend our own attitudes and those of others.
Formation of Attitudes
Here’s a breakdown of how attitudes are formed:
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Direct Experience: This is a primary driver of attitude formation. A positive or negative experience directly shapes our feelings and beliefs.
- Example: A positive interaction with someone from a particular cultural background might lead to a positive attitude towards that culture. Conversely, a negative encounter could lead to a negative attitude.
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Social Learning: We learn attitudes through observing others, especially those we admire or respect (e.g., family, friends, role models). This process includes:
- Modeling: Copying the attitudes and behaviors of others.
- Reinforcement: Being rewarded or punished for expressing certain attitudes.
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Conditioning: Attitudes can be formed through classical and operant conditioning.
- Classical Conditioning: Associating a neutral stimulus with a positive or negative one. Example: Pairing a political candidate with patriotic music can create a positive association.
- Operant Conditioning: Receiving rewards or punishments for expressing certain attitudes. Example: A child praised for expressing a particular political viewpoint might develop a stronger attitude towards it.
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Cognitive Appraisal: We evaluate information and experiences to form attitudes. This involves:
- Central Route Persuasion: Carefully considering the merits of an argument.
- Peripheral Route Persuasion: Being influenced by superficial cues (e.g., attractiveness of the speaker).
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Exposure: Simply being exposed to something repeatedly can influence our attitude towards it. This is known as the mere-exposure effect.
Factors Influencing Attitude Strength
Not all attitudes are created equal. Some are strong and deeply held, while others are weak and easily changed. Factors influencing attitude strength include:
- Personal Relevance: Attitudes about things that directly affect us are stronger.
- Knowledge: The more we know about something, the stronger our attitude is likely to be.
- Accessibility: Attitudes that are easily brought to mind are stronger.
Example Table of Attitude Formation
| Formation Method | Description | Example |
|---|---|---|
| Direct Experience | Forming attitudes through personal interaction with something. | Developing a positive attitude towards spicy food after repeatedly enjoying it. |
| Social Learning | Observing and mimicking the attitudes of others. | Adopting the political views of your parents or close friends. |
| Conditioning | Associating stimuli with positive or negative experiences. | Feeling anxious about public speaking due to a previous embarrassing experience. |
| Cognitive Appraisal | Forming attitudes through careful evaluation of information. | Developing a negative attitude towards smoking after learning about its health risks. |
| Exposure | Developing a positive attitude toward something simply from repeated exposure. | Liking a song more after hearing it frequently on the radio. |
In summary, our attitudes arise from a combination of our personal experiences, what we learn from others, conditioning, cognitive evaluations, and even repeated exposure. These factors interact to shape our likes, dislikes, and overall perspectives.
