Chapter 2: ATTITUDE
Introduction to Attitude
Moral attitude is based on moral beliefs and values. It has a
higher impact on society and others than other attitudes.
Moral attitude to is influenced by family, society. Positive
implications of moral attitude is that a person shall act
against deviant elements and try to protect his values and
beliefs. This is due to his attitude. Negative implications
are that a person may use it to justify violence and lunacy.
Role of social media is important in shaping moral attitude.
Internet provides them anonymity, distance from the victim,
ease of access and a chance to earn fame and improve social
It defines your attitude towards a political party,
person or ideology.
Types of political ideology:
- Liberal / Moderate: They support principles of liberty,
equality, fraternity but through reforms in constitutional
- Conservative: Wants status quo not reforms.
- Progressive: Slow reform to the system.
- Radical: Immediate reforms.
- Reactionary: Want to go back to previous system.
- Extremists and Pacifists: Extremely unhappy with current
system but want it to change by violence and non violence
Just like all types of attitude this too is influenced by
multiple factors like religion, social media, age,
experience, expectations, gender, family, education,
economic status and race. A persons political attitude may
be influenced by a combination of these factors.
Strength of attitude shall determine your reaction towards
an object. If strong attitude is seen then the reaction
shall be stronger.Attitude can be reinforced in case of
positive outcome due to actions and may become weak if
negative outcome is seen. It is important to change the
behavior of people and so the study of their attitude is
important. This is since there is component of behavior in
attitude. So if attitude changed behavior also changed.
Information - Education - Communication component is
important in all schemes otherwise they shall have low
impact. E.g: Unless the lack of toilet use is stigmatised or
people are educated they wont use it and no campaign can
change this.Attitude towards girl child and mental health
needs to be changed by education and attitude change
otherwise the impact shall not be felt.
Attitude Change Theories
The individual has to be made aware of the grave
consequences of his actions. Thus he would realize the
negativity of his actions and this would change his attitude
and then behaviour.
An authoritarian figure can actively persuade that
Elaboration likelihood model:
If a person is convinced when his cognitive capacity or
learning or mental alertness is high then it shall have a
longer lasting effect on his behavior.
It is a communication that is intended to make other person
believe or do something. Success of persuasion depends on
Target, Message and Source.
Trust worthiness of the source is important which is seen
during terrorist attacks or riots that spiritual leaders are
asked to placate people. Advertisements to use medical
reports or doctors to recommend products to people. Thus the
expertise of the person doing the persuasion is important.
This should be simple and depends on the sophistication of
The attitude of the target is important. If it is
ambivalent then it can be changed by providing information
to make him realize the gravity of the situation. On the
other hand a neutral attitude like towards democracy that
makes people uninterested in voting can be difficult to
change. Indirect persuasion is done when a person is
convinced to do a action by other means than explaining the
importance of doing so. This is seen by offering product at
a low price people shall buy it without being persuaded.
Persuasion by direct route or central route is more
impactful and long lasting.
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