Management and Organizational Studies 3321F/G Chapter Notes - Chapter 7: Classical Conditioning, Self-Perception Theory, Theory Of Reasoned Action
15 Apr 2018
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Attitude: lasting, general evaluation of people, objects, advertisements, or issues. Attitude object (ao): anything toward which a person has an attitude. Help to determine a number of preferences and actions. An attitude is lasting because it is said to endure over time. Independence hypothesis: takes the position that affect and cognition involve two separate, independent systems. Can occur because of classical conditioning or instrumental condition or complex cognitive attitudes. Important to distinguish among types of attitudes, since nor all aare formed the same way. Levels of commitment to an attitude: compliance, at the lowest level of involvement, formed because it helps gain rewards or avoid punishment from others, very superficial. Identification: a process of identification occurs when attitudes are formed so that the consumer will then feel similar to another person or group. Internalization: at the high level of involvement, become a part of the persons value system, these attitudes are hard to chane.
