University of Michigan - Ann Arbor

An attitude is a person's evaluation of an object, an idea, or another person. These evaluations can be either positive or negative (favorable or unfavorable) and are comprised of affective, behavioral, and cognitive components.

Attitude

What is an affective component of attitude one might have for a childhood best friend after seeing them for the first time in many years?

Cognitive dissonance refers to when an individual experiences psychological discomfort when they have two contradictory/opposite beliefs or attitudes at the same time. The discomfort an individual feels is "dissonance."

Cognitive Dissonance 

Which of the following best describes how a situation can influence an individual's attitude?

Which of the following scenarios best illustrates the cognitive component of attitude?

Which of the following best represents the behavioral component of attitude?

An attitude is composed of three distinct elements: an affective component, which involves feelings and emotions; a behavioral component, which relates to how the attitude influences actions; and a cognitive component, which encompasses beliefs and knowledge about the attitude object.

Three Components of Attitude

Persuasion is the process of changing an individual's attitude toward something based on communication. Unlike attitude change driven by internal factors like cognitive dissonance, persuasion typically involves external forces attempting to influence a person's attitudes, beliefs, and behaviors.

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