The emotional component of attitude is also called the affective component. This component refers to the feelings, emotions, and affective responses that an individual has towards an object, person, or situation. It reflects the individual's like or dislike, attraction or repulsion, pleasure or displeasure associated with the attitude object.

Explanation:
- The affective component of attitude involves the emotional reactions and responses that an individual has towards a particular attitude object. It encompasses the feelings and emotions that are associated with the attitude.
- This component reflects the individual's subjective evaluation of the attitude object based on their emotions and feelings towards it.
- For example, if an individual has a positive emotional response towards a particular brand of clothing, they may have a favorable attitude towards it. On the other hand, if they have a negative emotional response towards a certain political party, their attitude towards that party may be unfavorable.
- The affective component is influenced by various factors such as personal experiences, socialization, cultural norms, and individual differences.
- It plays a significant role in shaping and influencing an individual's behavior and decision-making processes.
- The affective component of attitude is closely related to the cognitive component, which involves the beliefs and thoughts that an individual has about the attitude object. These two components interact and influence each other to form an overall attitude.
- The affective component is also linked to the behavioral component of attitude, which involves the individual's intentions and actions towards the attitude object.
- Overall, the affective component of attitude is crucial in understanding and predicting human behavior, as it provides insights into the emotional reactions and responses that individuals have towards different objects, people, and situations.