Dynamic Properties of Attitude
Dimension or Dynamic properties of Attitude
|Attitude Strength||Some attitudes are powerful, while some attitudes are weak. The strength with which an attitude is held is often a good predictor of behavior. The stronger the attitude, the more likely it should affect behavior.|
|Attitude Accessibility||The accessibility of an attitude pertains to the ease it comes to mind. In general, highly accessible attitudes favor being stronger.|
|Attitude ambivalence||The ambivalence of an attitude pertains to the ratio of positive and negative evaluations that make up that attitude. The ambivalence of an attitude increases as the positive and negative evaluations get more and more equal. Ex: Boy and girl want love marriage but with their parent's permission with traditional customs, so that happy all stakeholder including parents|
Functions of Attitude
- Knowledge function
It helps people to respond to stable, repetitive, and routine things in a way without going through an extensive exercise of assessing them. Like when it rains, we automatically open the umbrella without thinking much. Such an attitude helps save time and effort. Similarly, call the fire brigade to douse fire or ambulance when we see someone injured person.
It helps people respond in a way that is more socially acceptable and rewarding. E.g., A patriarchal-minded employee at an MNC may hide his real opinion of working women and, in turn, admire them just because it is more acceptable behavior in such MNCs. Such a person toe his community line of depriving women of their equal rights.
- Ego Expressive Function (Value Expressive/Self Expressive)
The attitudes we express (whether we like or dislike) help to express who we are, what are our fundamental values, and what we stand for. This attitude helps us to communicate who we are. This may also make us sense good because we have maintained our identity. Self-expression of attitudes can be non-verbal or gestural. Thus, our attitudes are part of our identity.
- Ego defensive
It helps people defend their self-esteem and self-worth. In ego-defense person want to protect his view, thoughts, and facts, even if these facts are countered by strong arguments with solid evidence.
E.g., A student not able to qualify for a competitive exam may resort to excuses like he was never interested in the exam.
- Instrumental Function (Utilitarian)
people develop positive attitudes toward objects associated with rewards and negative attitudes towards those associated with punishments. For example, as tax evasion attracts punishments, a person may develop an attitude of integrity towards tax payment.
Somewhat any attitude that is adopted in a personís self-interest is considered to serve a utilitarian function.