Attitude a like or dislike toward someone or something. Attitude object is the target of the attitude (thing, person, place, idea) What goes into an attitude: valence (positive to negative) bipolar dimension from good to bad, strength (strong to weak) intensity of the attitude. Stored in the form of a statement. Stored as an association in your semantic network. You may or may not be aware. Attitudes and behaviour: theory of planned behaviour. Behaviour can change your attitude a change in people"s behaviour alters their attitudes. Dissonance is an unpleasant feeling of tension. Your behaviour is inconsistent with your attitudes. You reappraise the situation so that your behaviour no longer indicates anything about your attitudes (you add new attitudes: overjustification effect. Justifying an attitude-inconsistent behaviour: post-decision dissonance. Enhancing the attractiveness of the chosen alternative. Devaluing the rejected alternatives: justification of effort. The tendency for people to increase their liking for something they have worked hard to attain.