There are 3 components of an attitude - Cognitive (knowledge about the attitude object), Affective (emotions or feelings) and Behavioural (intent how to behave or actual behaviour).
Attitudes can be measured in the 3 usual ways: Interview, Observation and Questionnaires.
Attitudes are entirely learnt, they are not natural. We learn them from significant others: parents, peers, role models, teachers and coaches. We can also learn them from past experiences and the media.
There are 2 main methods of changing a bad attitude: Persuasive Communication & Cognitive Dissonance.
Persuasive Communication has 4 main factors in order to be effective. 1. Persuader should be respected or of high status or a role model. 2. Message should be pitched at correct level and be balanced between emotion and logic. 3. Recipient must be willing to listen 4. Situation can help influence e.g. if others are present
Cognitive Dissonance aims to create dissonance or conflict between the 3 components of the attitude by changing 1 of the components. Cognitive part can be changed by giving the recipient new facts or knowledge. Affective part can be changed by making the experience fun or enjoyable. Behavioural part can be changed by giving reinforcement for positive behaviour.
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