III. What Is an Attitude?

  1. Definition
    1. Evaluation of an object of thougth
    2. The mental yardstick of good-to-bad

  2. Hypothetical Construct
    1. Hammer can't touch this
    2. A conceptual tool to explain human communication and behavior

  3. Dimensions of Attitude
    1. Direction: good -------- bad
    2. Intensity: strong -------- weak
    3. Salience: important ----- unimportant

  4. Comparison with other Constructs
    1. Behavior - buy, vote, hit, hug, smile
    2. Affect - emotion, feeling, mood
    3. Cognitions - beliefs, values


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Updated March 21, 1996; Copyright © SBB, 1996