ATTITUDE AND SOCIAL COGNITION
Attitude is defined as the way in which we perceive the world around us and more specifically it
can be defined as our opinion, state of mind, and views on a particular topic called attitude
object.
THREE COMPONENTS OF ATTITUDE
● Affective component: It is defined as our feelings about the attitude object.
● Behavioral component: It is defined as a predisposition to act towards the attitude
object in a certain manner.
● Cognitive component: It is defined as our beliefs about the attitude object.
There is a clear distinction between attitude, beliefs, and values:
● Beliefs are defined as the cognitive component of attitude and they lay the foundation
of attitude. For example, Belief in God
● Values are ethics and moral values that have a should or an ought aspect. For example,
Honesty, Integrity, etc.
FEATURES OF ATTITUDE
There are various features of attitude. The four significant features of attitudes are explained as
follows:
1. Valence (Positivity/Negativity) clearly exhibits whether our attitude towards the attitude
object is positive or negative in nature.
2. Extremeness tells us if an attitude is positive or negative.
3. Simplicity or complexity (Multiplexity) tells the number of attitudes present within a
broader attitude. Attitude can be simple if it has only one attitude and it can be complex
as well if it comprises several attitudes within a broader attitude.
4. Centrality defines the role of a particular attitude in the attitude system and how it
impacts the other attitudes in the attitude system.
PROCESS OF ATTITUDE FORMATION
1. Learning attitudes by Association: This is definitely evident when a student likes a
subject because he/she likes the teacher teaching that subject. Thus, this positive
association also helps the students in learning the subject.
2. Learning attitudes through Exposure to Information: Attitudes are also learned by
exposure to information apart from the physical presence of others.
For example, Reading about Relationships would help us in understanding its
importance in our life.
3. Learning attitudes by Group or Cultural Norms: We learn attitudes through
Group/Cultural Norms. Norms are unwritten social rules which everyone is supposed to
adhere to under specific situations. Doing prayer daily is a must in some religions and
children by seeing their parents doing prayer daily, develop a positive attitude towards
prayer.
4. Learning attitudes through Modeling: We also learn attitudes by observing others. For
example, children can learn generosity by observing the prosocial behavior of their
parents.
5. Learning attitudes through Reward/Punishment: If a child is appreciated for his/her
particular attitude, then he/she will continue it further. For example, rewarding a child
when he scores good marks in exams: Whereas if a child is reprimanded for spending
too much time on. Social media, then he/she will develop a negative attitude towards it.
FACTORS ARE INFLUENCING ATTITUDE CHANGE
Attitude formation takes place through many factors like Modelling, Reward/Punishment, and
Association. Other Factors that influence Attitude Formation are explained as follows:
1. Family and School Environment is important for attitude formation in childhood and
adolescence.
2. Reference Groups indicate norms about acceptable behavior and ways of thinking in
society.
3. Personal Experiences play a crucial role in attitude formation. For Example, if raj was
provided emotional support by his friend in times of need, then it is most likely that raj
will develop trust in people and will be there for others in times of need.
4. Media Related Influences have become an important factor in influencing attitude
formation especially in times of technological advancement as audio-visual media and
the internet have become very powerful sources of attitude formation. For Example, If
the media highlights the high recovery rate of coronavirus then people will be less
scared and more relaxed.
Process of Attitude Change
Balance Theory
This theory was proposed by Fritz Heider. It can be described in the form of a P-O-X triangle
where P is the person whose attitude is being studied, O is the other person and X is the
attitude object. Balance is crucial as imbalance would be logically uncomfortable. As per this
theory, the balance would be attained-
1. When all the three sides of the P-O-X triangle are positive.
2. When two sides of a P-O-X triangle are negative and one side is positive.
Cognitive Dissonance Theory
● It was proposed by Leon Festinger
● Here the main emphasis is laid on the Cognitive component of the attitude and it should
be consonant which means that they should be logically in line with each other.
● In order to attain Cognitive Consonance, the person in the given case should either stop
drinking or shouldn’t preach that one must not drink alcohol.
● Both Balance theory and Cognitive Dissonance Theory are examples of Cognitive
consistency, that is the Cognitions must move in the same direction. Cognitive
Dissonance leads to mental discomfort.
Two-step Theory
The two-step theory was proposed by Indian Psychologist S.M Mohsin. Attitude change takes
place in two steps:
1. The target of change identifies with the source and the target is the one whose attitude
has to be changed and the source is the one through which the attitude of the target will
change. Identification is the process in which the target of change identifies with the
source and has regard for the same
2. The source shows the change in his/her attitude by changing the Behaviour towards
attitude object and target also changes attitude by observing the source.
Factors that Influence Attitude Change
Characteristics of the Existing Attitude
● There are 4 properties of existing attitudes namely valence(positive/negative), simplicity
or complexity, extremeness, and centrality play an important role in influencing attitude
change.
● A positive attitude is very easy to change as compared to a negative attitude and
extreme and complex attitudes are difficult to change as well.
● Attitude change can be congruent which implies that a Positive attitude can become
more positive and vice-versa.
● Attitude change may be incongruent when it takes place in a direction opposite to that
of the existing attitude which implies that a Positive attitude may become negative and
vice-versa.
Source charcteristics
Source attractiveness and source credibility are two important factors that influence the
attitude change.
Attitude change is mostly likely to happen when the information comes from a highly
credible and attractive source as compared to a less credible and attractive source.
Message characteristics
Attitudes will change when the amount of information that is given is sufficient enough.
Whether the message contains an emotional appeal or rational appeal does make a
difference in influencing attitude change.
The motive and mode of the message are crucial as w
Target characteristics
Characteristics of targets like persuadability, intelligence, and self-esteem determine
attitude change.
People who are flexible, open, and broad-minded accept changes in their attitude as
compared to people who have rigid and flexible approaches.
Attitude Behaviour Relationship
There would be consistency between attitudes and behaviors when:
1. When a particular attitude occupies a central place in the attitude system.
2. When a person is not evaluated by others
3. Absence of any kind of external pressure to behave in a specific way.
4. When the person is aware of his/her attitude.
5. When an individual would believe that a particular individual would have a positive
impact.
Prejudice And Discrimination
Let’s check the next topic under Attitude and Social Cognition class 12 notes, Prejudice and
discrimination. The stereotype is defined as a collection of ideas about a specific group and all
members belonging to the stereotyped group are assumed to possess those characteristics.
Prejudice is defined as an unverified negative attitude towards a group. Hatred is its affective
component and Discrimination is the behavioral component of prejudice.
Learning Prejudice can be learned through
reward/punishment, Modelling, and
Reference Groups and a prejudiced person
does harbor resentment and hostility towards
the outgroup.
A strong social Identity and In group Bias Individuals who have a strong sense of social
identity and a positive attitude towards the
group to which they belong boosts their ego
and thus they hold negative attitudes
towards other groups.
Scapegoating The majority group places blame on the
minority group for their socio-economic
matters because the minority group may be
weak or small in number.
Kernel Of Truth Small components of truth about a particular
group can be overemphasized, leading to
prejudice towards that group.
Self Fulfilling Prophecy The group which is the target of prejudice at
times is itself responsible for prejudice
towards it as it behaves in such a way that
conforms to negative expectations about
them.
Strategies for Handling Prejudice
Minimizing opportunities for learning prejudices
Changing such attitudes
De- emphasizing the narrow social identity of the group
The above-mentioned strategies can be effectively accomplished through the following steps:
1. Education and Dissemination of information will help in tackling prejudice and
stereotypes towards the specific target groups
2. Increasing intergroup contact will facilitate direct communication, removal of
misunderstandings between the groups and this can be successful only when the group
members meet in a cooperative context.
3. Highlighting the individual identity rather than group identity will help in properly
understanding the person of the specific target group.
