attitude

attitude The way in which a person views and evaluates something or someone. Attitudes determine whether people like or dislike things—and therefore how they behave towards them.

Attitude. The components of attitude.

Attitude is traditionally divided into cognitive, behavioural, and affective components, although the main emphasis now tends to fall on defining attitude in terms of affect—the person’s feelings towards the object, brand, etc. Is the brand good or bad? Is it likeable? The importance of the cognitive and behavioural components is still accepted, but they are no longer regarded as critical components.

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