What are attitudes: jeff keller, president of attitude is everything inc. says that success is a matter of having a positive attitude, a general perspective on life, an outlook that can be positive or negative. Perception of others attitudes: two dimensions are important into the structure to people s perception of others attitudes, liberal vs. conservative, traditional vs. novel (radical) Why do we evaluate: recognition is not very informative unless the memory system also triggers some sort of evaluation of the object, individual needs to determine whether the object in the past had been useful or not. Measuring attitudes: don t forget concept of validity and reliability. How do attitudes form: the three sources (affect, cognition and past behaviour) each contribute to the development of an evaluative response. Parents, peers, and attitudes: in the early years of childhood, the people you grow up around with are important in uences in the attitudes you form.