Attitude an evaluation of a person, object or idea. They are evaluative based on the fact that they consist of a positive or negative reaction to something. An attitude is made up of three components: affective component consisting of emotional reactions toward the attitude object (ex. Another person or social issue: cognitive component consisting of thoughts and beliefs about the attitude object, behavioural component consisting of actions or observable behaviour toward and the attitude object. An attitude based primarily on people"s emotions and feelings rather than on an objective appraisal of pluses and minuses about the attitude object. Ex falling in love with someone regardless of their past violent history, or liking this one type of car brand despite its gas consumption and etc. People tend to have strong positive beliefs about an attitude object, is spite of having negative beliefs. An attitude based primarily on a person"s beliefs about the properties of an attitude.