Transcript Attitude Theory

Attitude Theory
What causes behavior?
Knowledge

Belief

Attitude

Value

Behavior
Knowledge = Comprehension
and understandingof a body of
facts or concepts
Belief = Statements that express
presumed knowledge, faith
or opinion
There are 2 types of beliefs:
1. Knowledge beliefs. These are based on fact
and therefore are testable.
2. Faith beliefs. These are based on opinion
and therefore are NOT testable.
Which kind of belief has biggest effect on
behavior?
•Faith beliefs have the biggest effect
on behavior.
•Beliefs are learned.
•Beliefs require social reinforcement.
This reinforcement comes from people we
interact with.
Attitude = group of cognitive (fact) and affective (feeling)
beliefs toward a common object which represents a
behavioral predisposition toward that object.
Attitudes allow us to predict behavior or how we “should” act.
Function of attitudes: Attitudes endure time therefore they
give psychological stability in different social situations.
Attitudes allow us to know how to respond.
Attitudes must be socially reinforced and shared to continue.
This social reinforcement allows attitudes to evolve (change)
within groups of people.
Value = a group of attitudes which cause behavior.
Again, values must be socially reinforced.
Values can evolve in groups of people.
Knowledge

Belief

Attitude

Value

Behavior
Objective of this class
is to have you develop
and modify your
“environmental values”.