10/17/2015

MrunalE2/P1:Atttiudemeaning,structure,function,CABmodelsimplified

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[Ethics]E2/P1:AttitudeMeaning,Structure,Functions,CAB
Modelcognitive,affective,behavioralcomponents
PostedByMrunalOn01/10/2015@8:30pmInEthics|23Comments
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E2/P1:VideoLecturebyKavanLimbasiya(AIR198/CSE14)
Attitude:Meaning&types
Attitude:SalientFeatures
CABModelofAttitude
AttitudeStructure#1:UniDirectional
AttitudeStructure#2:Bidirectional
Potentialvsfeltambivalence
Attitude:Functions
Belief+Value=Attitude

E2/P1:VideoLecturebyKavanLimbasiya(AIR198/CSE14)

YoutubeLink:https://youtu.be/7IuEfKdc_Qs

Attitude:Meaning&types
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AttitudeisalwaysaboutSomething.Itsastateofmindyourpositive/negativefeelingtowards
aperson,object,event,idea,environment.
Itdetermineshowpeoplewillarriveatacorrectjudgement.
AttitudeANDAptitudearedifferentSurvivingterminaldiseasedependsonyourattitude
towardsliferatherthanaptitudeinphysicaltraining.Welldiscussmoreonthisduringnext
lecture(E3)
Attitudescanbepositiveornegative
Positiveattitudes
Negativeattitudes
Optimism,persistence Pessimism
Jealous
Content(satisfied)
Tolerant
intolerant,rigid
Modest,humble
Inferiority,superiority
Cooperative
Condescending,hostile
Cheerful
Cynical

Attitude:SalientFeatures
1. Attitudesaredirectedtowardsanobject,event,personororganizationandgivespecificreaction
tothem.
2. Attitudeaffectsgroupbehaviore.g.Juryservice,racialprejudice,workenvironment,voting
patternandmore.
3. Theyhelpusunderstandourselvesandothers.
4. Theycanbeexplicitformedbyrecentevents
5. Theycanbeimplicitderivedfrompastmemoriesandtraumaticexperiences.
6. Theyprotectusfromacknowledgingharshrealitiesoflifeandtherebyhelpcopingupwith
emotionalconflict.
7. Theyresituational.
8. SomethinkerssayAttitudeispermanent,formshabitandbecomespredictable
9. SomethinkerssayAttitudeistentativeapersonwillformattitudefromhispastexperiencebutif
newsituationcomeshellevaluateandchangeattitude.Thus,Attitudesarespontaneousreaction
toenvironment.
10. Persuasioncanchangeattitudeofaperson.Ifatrustworthy,expert,likablepersonsays,rich
peoplesloveforfurclotheshasledtoextinctionofxyz.Species.Thennexttimeyouseearich
lady,youllfeelrepulsed.Welldiscussmoreonpersuasionandattitudechangeinthirdsessionof
thislecture(E2/P3).
Physiologydeterminesattitude
Physiology:Age
Physiology:Disease
1. Preteen:pliant
2. Teen:rebellious
3. Oldman:conservative

1. TB:Optimistic
2. Epileptics:cynical
3. Encephalitis:aggressive.

Somethinkersdontagreewithabove,andbelievethatSocialfactorsdetermineapersonsattitude.

CABModelofAttitude
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Attitude=combinationofcognitive,affectiveandbehavioralcomponents

C:
Cognitive

Knowledgeandbeliefs.
Whenyouformanopinionfromtheavailableinformationthatscognitiveattitude.
Ifyoureframinganopinionabouthumans,thenyoumayendupstereotyping.
e.gsnakeispoisonous.(yourbelief)
e.g.cricketersplayformoneyandnotfornation.
e.g.deathpenaltyshouldberemovedbecauseitdoesntreducecrimerate.(your
belief)

A:
Affective

Feelingsandemotionssuchaspleasure,hate,fear,anger,happiness,sorrow.
Whatdowefeelwhenthatobjectispresentbeforeus?
e.g.Ifearsnakes(yourfeeling)
e.g.Ihatecricketbecauseallmatchesarefixed.(yourfeeling)
e.g.Idisliketheideaofdeathpenalty.(yourfeeling)

B:
Behavioral

Overtbehavior.Yourpredisposition(Sensitivity)towardsaperson/object.
e.g.Illrunawayifthereisasnake.
e.g.IwillnotbuyxyzbrandtoothpastebecauseitispromotedbyacricketerandI
knowallcricketersarematchfixers.(yourbehavior/actioninshoppingmall.)
e.g.IllleadacandlemarchagainstDeathpenalty.(yourbehavioronstreet)

CABhassynergyeachcomponentisindependent,buttheywillstrengtheneachother.
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AttitudeStructure#1:UniDirectional

Likeanumberline,attitudehastwoendsnegative(lefthand)andpositive(righthand).
Ourattitudetowardsdeathpenalty?Itcanbepositiveornegative.
Component Whatdoyouthinkaboutsnakes?
Cognitive Snakeispoisonous.(yourbelief)
Affective Ifearsnakes(yourfeeling)
Behavior
Illrunaway.(yourbehavior)
Overall

Positive/negative
Negative
Negative
Negative
Negativeattitudetowardssnake.

Limitationofunidirectionalstructure?
Difficulttodistinguishbetweenneutralandambivalentattitude.
1. e.g.doyoulikechocolates?
a. Neutral:ApoorilliteratepersoninremoteislandmaysayIveneverheardofthistermso
Idonthaveanypositive/negativefeelingaboutit.
b. Ambivalent:anintelligentpersonmaysayyesIknowchocolatesbadforteeth(negative
cognitive)butstillIlovethem(positiveaffective).So+11=0

AttitudeStructure#2:Bidirectional

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IfweplotnegativeattitudeonYaxisandpositiveonXaxis,wecanshowneutral/ambivalenceasper
followinggraph:
So,whatistheimplications?
Neutral
attitude

Difficulttochangehisbehavior.

Ambivalent
attitude

Possibletochangehisbehaviorbyprovidingnewinformation.
Becauseambivalentsituationmakespersonuncomfortable(Cognitivedissonance).
e.g.corruption:weknowitisbad(Cognitive)butstillwegive/takebribes
(behavior)sosomeambivalence=dissonance.

Potentialvsfeltambivalence
Felt

Potential

e.g.chocolateexampleyouknowthereisinconsistency(itsbadforteethyetyoulikeit).
Suchambivalencewillgiveyoudissonance.
Youyourselfunawareoftheinconsistency,andthereforeatpresentnodissonance.
Butwhenyoureforcedtothinkaboutthetopic,potentialwillbeconvertedtofelt
ambivalence.
e.g.corruptionandtaxevasionareequal.Bothviolatelaw,bothhurtpublic
exchequer.However,ataxevadermightnotrealizeheisasbadasacorruptofficial,
untilyouconsiderhimtothinkaboutit.

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Sequenceispotential=>felt=>cognitivedissonance.Result?
A. eitherpersonwillstopwrongbehaviorOR
B. hellbeginjustifyinghiswrongbehavior.
Thatshowattitudechanges.WelldiscussmoreonthisinE2/P3.

Attitude:Functions
Object
appraisal
Social
adjustment

Attitudeshelpusapproachbeneficialthingsandavoidharmfulthings.
Attitudehelpsusidentifywithpeoplewelikee.g.IloveSRK,soIllbuyfrooty,
becauseheisendorsingit.

Utilitarian

Whenyougotomarket,youllbuyornotbuyaproductthinkingwillthis
producthelpme(cognitive).
Ifyouvebigproperty,youllopposepropertytaxhike.
So,youresupportingcapitalism,notbecauseofideologybutbecauseofyour
attitude,sinceItenhancesourhappiness/survival.

Knowledge

helpsorganizenewinformation,andcreategeneralization/stereotyping.
Positiveaspect:IndianCrowisblack,soallcrowsintheworldshouldbe
black.(yestheyre,soyourtimeissavedinnothavingtogoonworldjourney
tocheckthefacts)
Negativeaspect:Ibelievegoodthingshappentogoodpeopleso,ifbad
thinghappenedtohimifhemustbeabadperson.(Stereotyping/prejudice).

Egodefensive

Grapesaresour,becauseIcanteatthem.
Itpreventsusfromguiltfeeling,byholdingattitudesthatprotectourself
esteem(Defendyourego).
Mechanisms?Denial,Repression,Projection,Rationalization
TheBritishfeltIndiansincapableofrulingthemselves,becausetheyreuncivil
people.So,onewaytocounteritwasthroughrevivingtheancientVedic
traditions/Aryanpride.

Externalization
Value
expressive

Similartoegodefensive.Byblamingexternalfactorswetrytodefendourinternal
conflicte.g.Igotlowmarksininterviewbecausepanelwasbiased.
Toexpressonescentralvalues.
ExampleGandhistoppedwearingcoat/pantsandswitchedtoKhadidhotito
expresshiscentralvalueselfreliance,simpleliving.

Anadvertisement/marketinggurumustbeobservantaboutabovefunctions.Onlythenhecanmakea
successfulad.
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Product

Adconcept
Utilitarian.Soadmustshowthatgivenbrandischeapandyetcleanstheclothes
Detergent
efficiently.
Valueexpressive.IllpurchasemoregoldtoshowImofhigherstatus.Companywill
Gold
evenusephotosofGoddessLaxmi.
Egodefensivemechanismmustnotbetrigged.So,Nogods/goddessesmustbeshownin
Shoes
ad.

Politics

Egodefensivemechanismtodeflectpersonalattackstogroupattack.
e.g.anycriticismofthethenChiefministerModiisattackagainst5crore
Gujaratis.So,theyrevoteinhisfavortoshowtheirsupport,andtheyllbashthe
critiquesonsocialmedia.

Belief+Value=Attitude
Belief

BeliefisWhatwethinkaboutthings.
e.g.IPLiscorrupt.

Value

Valueiswhatwethinkshouldhappen.
e.g.Corruptionisbad.Honestyisbestpolicy.
Valuecanbedesirableorundesirable.
Theyguideourbehavior.
Valuescanbeforindividual,group,organizationandnation,whilevirtuesare
associatedonlywithanindividual(e.g.physicalfitness=>courage.)

Attitude

Attitudeisourlike/dislikeforanobject,event,organizationorperson.
Belief(IPLCorrupt)+Value(Honestisbest)=frameourattitudetowards
event/people.
Inaboveexample,personsattitudewillbeofHatred/cynicismtowardscricket,
cricketers,productsendorsedbythosecricketers.

MockQuestionsandCasestudiesafterthreepartarticleseriesonE2isover.Inthenextpart(E2/P2),
welltakealookatmoralandpoliticalattitudes,androleofsocialmedia.
VisitMrunal.org/EthicsformorestudymaterialonEthics.
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