Development of Attitude and Related Theories

Section: Concept of Attitude

  • Attitude refers to a person’s evaluation of objects, people, events or ideas, which are often directional (positive/negative) and influence their behaviour.
  • It consists of three components: affective (emotional feelings), behavioural (actions in response), and cognitive (thoughts and beliefs).
  • Attitudes can be innate or learnt, evolving or transforming over time under the impact of experiences, influences, and acquired knowledge.

Section: Formation of Attitudes

  • Attitudes are developed through personal experiences and social influences, such as observational learning and social norms.
  • The Direct Experience Theory suggests that attitudes are developed and strengthened through first-hand life experiences.
  • The Social Learning Theory proposes that people learn attitudes by observing others, including role models within their social circle.

Section: Change in Attitudes

  • The process of altering an existing attitude or developing a new one is known as attitude change.
  • The Cognitive Dissonance Theory by Leon Festinger states that conflicting beliefs or actions cause discomfort, leading to attitude change to restore harmony.
  • The Elaboration Likelihood Model of Persuasion by Petty and Cacioppo gives insight into how attitudes can be changed through two routes: peripheral (superficial cues) and central (core arguments).

Section: Attitude-Behaviour Relationship

  • While attitudes often predict behaviour, there’s not always a strong connection due to various mitigating factors, a phenomenon called the Attitude-Behaviour Gap.
  • Theory of Planned Behaviour, proposed by Icek Ajzen, suggests that behaviour is determined by intention, which is influenced by attitude towards the behaviour, subjective norms, and perceived behavioural control.
  • This theory has practical applications for Uniformed Protective Services in understanding how personal beliefs, societal expectations, and perceived control shape the behaviour of personnel.

Section: Measurement of Attitudes

  • Attitudes can be assessed using both direct and indirect measures.
  • Self-report scales, such as the Likert Scale and Semantic Differential Scale, allow individuals to express their own attitudes.
  • Indirect measures like the Implicit Association Test (IAT) are used to expose attitudes that people are unsupportive of, unaware of, or unwilling to report.
  • Knowledge of how to interpret these measures can provide valuable insights into an individual’s attitudes, assisting in better personnel management in the Uniformed Protective Services.