Summary
Highlights
The video defines attitude as a cluster of beliefs, feelings, and behavioral intentions towards an entity, object, person, or event. It explains that attitude formation begins with a stimulus, similar to perception, which is the perceived environment. Using the example of online distance learning (ODL), the video illustrates how initial perceptions (e.g., ODL is difficult due to poor internet, children, or incomplete information) lead to established beliefs. These beliefs, when challenged, evoke feelings (e.g., uneasiness, dislike, annoyance), which in turn form behavioral intentions (e.g., complaining about ODL).
Attitudes can also be formed through an emotional process, where perceived environments that are new or unfamiliar can immediately trigger emotional responses like worry, anxiety, and discomfort. These 'emotional episodes' are automatic and not conscious, explaining initial dislikes or strong reactions. While these initial emotional attachments are quick, over time, a more cognitive evaluation of the situation takes over. However, if not consciously addressed, these emotions can directly lead to behaviors, such as quitting a program or dropping a course.
An attitude is composed of belief, feelings (emotions), and behavioral intention. This can be understood through a three-dimensional model comprising cognitive, affective, and behavioral processes. The cognitive process involves evaluating a situation or object (e.g., 'My boss is unfair because they promoted someone less deserving'). The affective process relates to the feelings generated by this evaluation (e.g., 'I don't like my boss because they are unfair'). The behavioral process involves the resulting action or intention (e.g., 'I am looking for another job' or 'I have complained about my boss'). These three dimensions are interrelated and collectively explain the formation and expression of an attitude.