Formation and Maintenance of Attitudes | Psychology for UPSC Optional (Notes) PDF Download

Introduction

Attitudes play a crucial role in shaping human behavior towards various objects. Whether positive or negative, attitudes reflect our evaluations and preferences for specific entities. For example, a vegetarian person holds a negative attitude towards beef consumption, leading to avoidance of such food. Attitudes can vary among individuals, even towards the same subject. This article explores the determinants of attitude formation, including socialization, personal experiences, needs satisfaction, mass communication, personality traits, rational analysis, culture, accessible information, religious beliefs, and stereotypes. Additionally, it delves into the theoretical perspectives of attitude formation, focusing on the Learning Theory's concepts of classical conditioning, instrumental conditioning, and imitation or observation.

Determinants of Attitude Formation

Socialization

Socialization, a lifelong process of learning, shapes an individual's personality and overall perception of things. Through interactions with parents, family members, friends, peers, teachers, and mass media, we acquire knowledge about others' choices, preferences, attitudes, and opinions. These external influences contribute to the formation of our attitudes towards various subjects, as we absorb information that labels something as good or bad.

Personal Experiences

In addition to learning from others, personal interactions and experiences significantly impact our attitudes. Positive encounters with a specific entity foster a positive attitude, while negative experiences lead to the development of negative attitudes. Our individual encounters shape our perceptions and subsequent evaluations of objects.

Needs Satisfaction and Personal Interest

When a thing or idea adequately satisfies our needs, a positive attitude towards it emerges. For instance, a student may hold a positive attitude towards using the internet for academic purposes, as it serves their educational needs. Conversely, if something fails to fulfill our needs, a negative attitude may arise. Moreover, personal interests and gains can influence attitudes. In the context of shopkeepers hoarding consumables, those who profit from it exhibit a positive attitude, while consumers paying higher prices develop a negative attitude.

Mass Communication – Electronic & Print Media

The role of electronic and print media in attitude formation is significant. Daily exposure to mass communication sources inundates us with information that affects our attitudes. Media informs us about the positive and negative aspects of various subjects, influencing our opinions. Our attitudes towards politicians often stem from the news we receive, and advertisements aim to shape positive attitudes towards products to boost sales.

Personality Traits

Each individual possesses unique personality traits such as aggression, jovialness, introversion, extroversion, intelligence, and perception. These traits shape how we perceive objects or ideas, leading to different attitudes. Extroverted individuals generally exhibit positive attitudes towards social gatherings, parties, and ceremonies, while introverts tend to have negative attitudes towards such events. The way people perceive things varies, contributing to diverse attitudes towards the same subject.

Rational Analysis

Attitude formation is also influenced by rational analysis. We assess the pros and cons of various entities, observing them in our daily lives. This process leads to the development of positive or negative attitudes towards different subjects.

Culture

Cultural norms, values, traditions, beliefs, and preferences play a crucial role in attitude formation. People tend to form positive attitudes towards culturally approved practices and negative attitudes towards discouraged or disapproved practices. Attitudes reflect the influence of cultural norms and values, evident in choices related to clothing and food, among others.

Accessible Information

Availability and accessibility of information serve as determinants of attitude formation. Our attitudes are shaped by what we know about an object or subject. Accessible information presents the pros and cons of something, influencing our attitudes towards it. For example, knowledge of a politician's policies and strategies influences our positive or negative attitude towards them. Furthermore, the type of available information influences attitude formation. If negative aspects of a practice are predominantly highlighted, it can lead to negative attitudes. Additionally, intentional sharing of information can shape people's attitudes towards specific subjects.

Religious Beliefs

Religious teachings, beliefs, prohibitions, and injunctions impact an individual's attitude towards particular things and practices. Religious affiliations influence the formation of positive or negative attitudes towards specific subjects.

Stereotypes

Stereotypes, widely held beliefs about objects, practices, genders, or ethnic groups, shape people's attitudes accordingly. These stereotypes, whether true or false, are accepted by the majority and influence attitudes. Negative or positive stereotypes associated with a particular entity affect people's attitudes towards it. For instance, false negative beliefs associated with an ethnic group can lead to a negative attitude towards that group.

Theoretical Perspectives of Attitude Formation: Learning Theory

The Learning Theory, developed by psychologists such as Albert Bandura, Hovland, Janis, and Doobs, explains the process of attitude formation. This theory elucidates how individuals learn through social interactions. According to the Learning Theory, attitudes are formed through three modes of learning: classical conditioning, instrumental conditioning, and imitation or observation.

Classical Conditioning

Classical conditioning, also known as learning by association, involves associating good or bad characteristics with an object. This association may be based on personal experiences or knowledge about the pros and cons of the object. By associating negative characteristics with something, an individual develops a negative attitude towards it. Conversely, associating positive characteristics fosters a positive attitude. For example, an individual who associates junk food with negative attributes, such as high carbohydrate and fat content leading to obesity, will develop a negative attitude towards its consumption. Conversely, someone associating junk food with positive attributes like taste and energy may develop a positive attitude.

Instrumental Conditioning

Instrumental conditioning, also known as learning through reinforcement, occurs when attitudes are formed based on the consequences of encountering an object. Positive consequences lead to the development of a positive attitude, while negative consequences result in a negative attitude. For instance, a student who studies diligently and achieves high marks, receives prizes, and garners appreciation from others, develops a positive attitude towards studying. Similarly, negative consequences associated with an action foster negative attitudes.

Imitation or Observation

Attitudes can be formed through imitation or observation of others. By observing the preferences, choices, and attitudes of people around us, we shape our own attitudes. We imitate others in developing specific attitudes towards certain objects. In this way, our attitudes may be primarily influenced by the attitudes of others rather than our own personal assessment of things.

Conclusion

Attitude formation is a complex process influenced by various determinants, including socialization, personal experiences, needs satisfaction, mass communication, personality traits, rational analysis, culture, accessible information, religious beliefs, and stereotypes. Understanding these determinants is crucial for comprehending how attitudes are shaped. Moreover, theoretical perspectives like the Learning Theory provide insights into the cognitive processes behind attitude formation. By exploring the intricate mechanisms of attitude formation, individuals and researchers gain valuable knowledge for understanding human behavior and decision-making processes.