Chapter 2: ATTITUDE

Introduction to Attitude

Moral 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 status. 

Political Attitude

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 manner.
  • 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 respectively.

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

Dissonance theory:

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.

Learning theory:

An authoritarian figure can actively persuade that individual.

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 audience.


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.

Chapter Review

Score more than 80% marks and move ahead else stay back and read again!