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10/17/2015 Mrunal E2/P1:Atttiudemeaning,structure,function,CAB model simplified
http://mrunal.org/2015/10/ethicse2p1attitudemeaningstructurefunctionscabmodel.html/print/ 1/7
Mrunal http://mrunal.org
[Ethics] E2/P1: Attitude Meaning, Structure, Functions, CABModel cognitive, affective, behavioral components
Posted ByMrunalOn 01/10/2015 @ 8:30 pm In Ethics | 23 Comments
1. E2/P1: Video Lecture by Kavan Limbasiya (AIR198/CSE’14)2. Attitude: Meaning & types3. Attitude: Salient Features4. CAB Model of Attitude5. Attitude Structure #1: UniDirectional6. Attitude Structure #2: Bidirectional7. Potential vs felt ambivalence8. Attitude: Functions9. Belief + Value = Attitude
E2/P1: Video Lecture by Kavan Limbasiya (AIR198/CSE’14)
Youtube Link: https://youtu.be/7IuEfKdc_Qs
Attitude: Meaning & types
10/17/2015 Mrunal E2/P1:Atttiudemeaning,structure,function,CAB model simplified
http://mrunal.org/2015/10/ethicse2p1attitudemeaningstructurefunctionscabmodel.html/print/ 2/7
Attitude is always about “Something”. It’s a state of mind your positive/negative feeling towardsa person, object, event, idea, environment.It determines how people will arrive at a correct judgement.Attitude AND Aptitude are different Surviving terminal disease depends on your ‘attitude’towards life rather than ‘aptitude’ in physical training. We’ll discuss more on this during nextlecture (E3)
Attitudes can be positive or negativePositive attitudes Negative attitudes
Optimism, persistence PessimismJealous Content (satisfied)Tolerant intolerant, rigidModest, humble Inferiority, superiorityCooperative Condescending, hostileCheerful Cynical
Attitude: Salient Features
1. Attitudes are directed towards an object, event, person or organization and give specific reactionto them.
2. Attitude affects group behavior e.g. Jury service, racial prejudice, work environment, votingpattern and more.
3. They help us understand ourselves and others.4. They can be explicit – formed by recent events5. They can be implicit derived from past memories and traumatic experiences.6. They protect us from acknowledging harsh realities of life and thereby help coping up with
emotional conflict.7. They’re situational.8. Some thinkers say Attitude is permanent, forms habit and becomes predictable9. Some thinkers say Attitude is tentative a person will form attitude from his past experience but if
new situation comes he’ll evaluate and change attitude. Thus, Attitudes are spontaneous reactionto environment.
10. Persuasion can change attitude of a person. If a trustworthy, expert, likable person says, “richpeople’s love for furclothes has led to extinction of xyz. Species”. Then next time you see a richlady, you’ll feel repulsed. We’ll discuss more on persuasion and attitude change in third session ofthis lecture (E2/P3).
Physiology determines attitudePhysiology: Age Physiology: Disease
1. Preteen: pliant2. Teen: rebellious3. Old man: conservative
1. TB: Optimistic2. Epileptics: cynical3. Encephalitis: aggressive.
Some thinkers don’t agree with above, and believe that Social factors determine a person’s attitude.
CAB Model of Attitude
10/17/2015 Mrunal E2/P1:Atttiudemeaning,structure,function,CAB model simplified
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Attitude =combination of cognitive, affective and behavioral components
C:Cognitive
Knowledge and beliefs.When you form an opinion from the available information that’s cognitive attitude.If you’re framing an opinion about humans, then you may end up stereotyping.e.g snake is poisonous. (your belief)e.g. cricketers play for money and not for nation.e.g. death penalty should be removed because it doesn’t reduce crime rate. (yourbelief)
A:Affective
Feelings and emotions such as pleasure, hate, fear, anger, happiness, sorrow.What do we feel when that object is present before us?e.g. I fear snakes (your feeling)e.g. I hate cricket because all matches are fixed. (your feeling)e.g. I dislike the idea of death penalty. (your feeling)
B:Behavioral
Overt behavior. Your predisposition (Sensitivity) towards a person / object.e.g. I’ll run away if there is a snake.e.g. I will not buy xyz brand toothpaste because it is promoted by a cricketer and Iknow all cricketers are match fixers. (your behavior / action in shopping mall.)e.g. I’ll lead a candle march against Death penalty. (your behavior on street)
CAB has synergy each component is independent, but they will strengthen each other.
10/17/2015 Mrunal E2/P1:Atttiudemeaning,structure,function,CAB model simplified
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Attitude Structure #1: UniDirectional
Like a numberline, attitude has two ends negative (left hand) and positive (right hand).Our attitude towards death penalty? It can be positive or negative.
ComponentWhat do you think about snakes? Positive/negativeCognitive Snake is poisonous. (your belief) NegativeAffective I fear snakes (your feeling) NegativeBehavior I’ll run away. (your behavior) NegativeOverall Negative attitude towards snake.
Limitation of unidirectional structure?Difficult to distinguish between neutral and ambivalent attitude.
1. e.g. do you like chocolates?a. Neutral: A poor illiterate person in remote island may say “I’ve never heard of this term so
I don’t have any positive/negative feeling about it.”b. Ambivalent: an intelligent person may say “yes I know chocolates bad for teeth (negative
cognitive) but still I love them (positive affective). So +1 – 1 = 0
Attitude Structure #2: Bidirectional
10/17/2015 Mrunal E2/P1:Atttiudemeaning,structure,function,CAB model simplified
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If we plot negative attitude on Yaxis and positive on Xaxis, we can show neutral / ambivalence as perfollowing graph:So, what is the implications?
Neutralattitude Difficult to change his behavior.
Ambivalentattitude
Possible to change his behavior by providing new information.Because ambivalent situation makes person uncomfortable (Cognitive dissonance).e.g. corruption: we know it is bad (Cognitive) but still we give/take bribes(behavior) so some ambivalence = dissonance.
Potential vs felt ambivalence
Felt e.g. chocolate example you know there is inconsistency (it’s bad for teeth yet you like it).Such ambivalence will give you dissonance.
Potential
You yourself unaware of the inconsistency, and therefore at present no dissonance.But when you’re forced to think about the topic, potential will be converted to feltambivalence.e.g. corruption and tax evasion are equal. Both violate law, both hurt publicexchequer. However, a tax evader might not realize he is as bad as a corrupt official,until you consider him to think about it.
10/17/2015 Mrunal E2/P1:Atttiudemeaning,structure,function,CAB model simplified
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Sequence is potential => felt =>cognitive dissonance. Result?
A. either person will stop wrongbehavior ORB. he’ll begin justifying his wrong behavior.
That’s how attitude changes. We’ll discuss more on this in E2/P3.
Attitude: Functions
Objectappraisal Attitudes help us approach beneficial things and avoid harmful things.
Socialadjustment
Attitude helps us identify with people we like e.g. I love SRK, so I’ll buy frooty,because he is endorsing it.
Utilitarian
When you go to market, you’ll buy or not buy a product thinking “will thisproduct help me (cognitive)”.If you’ve big property, you’ll oppose property tax hike.So, you’re supporting capitalism, not because of ‘ideology’ but because of yourattitude, since It enhances our happiness/survival.
Knowledge
helps organize new information, and create generalization / stereotyping.Positive aspect: “Indian Crow is black, so all crows in the world should beblack.” (yes they’re, so your time is saved in not having to go on world journeyto check the facts)Negative aspect: “I believe good things happen to good people” so, if badthing happened to him if he must be a bad person. (Stereotyping / prejudice).
Egodefensive
“Grapes are sour, because I can’t eat them”.It prevents us from guilt feeling, by holding attitudes that protect our selfesteem (Defend your ego).Mechanisms? Denial, Repression, Projection, RationalizationThe British felt Indians incapable of ruling themselves, because they’re uncivilpeople. So, one way to counter it was through reviving the ancient Vedictraditions/Aryan pride.
Externalization Similar to egodefensive. By blaming external factors we try to defend our internalconflict e.g. “I got low marks in interview because panel was biased.”
Valueexpressive
To express one’s central values.Example Gandhi stopped wearing coat/pants and switched to Khadi dhoti toexpress his central value “selfreliance, simple living”.
An advertisement / marketing guru must be observant about above functions. Only then he can make asuccessful ad.
10/17/2015 Mrunal E2/P1:Atttiudemeaning,structure,function,CAB model simplified
http://mrunal.org/2015/10/ethicse2p1attitudemeaningstructurefunctionscabmodel.html/print/ 7/7
Product Adconcept
Detergent Utilitarian. So ad must show that given brand is cheap and yet cleans the clothesefficiently.
Gold Value expressive. I’ll purchase more gold to show I’m of higher status. Company willeven use photos of Goddess Laxmi.
Shoes Ego defensive mechanism must not be trigged. So, No gods/goddesses must be shown inad.
Politics
Ego defensive mechanism to deflect personal attacks to group attack.e.g. any criticism of the then Chief minister Modi is attack against “5 croreGujaratis”. So, they’re vote in his favor to show their support, and they’ll bash thecritiques on social media.
Belief + Value = Attitude
Belief Belief is What we think about things.e.g. IPL is corrupt.
Value
Value is what we think ‘should happen’.e.g. Corruption is bad. Honesty is best policy.Value can be ‘desirable’ or ‘undesirable’.They guide our behavior.Values can be for individual, group, organization and nation, while virtues areassociated only with an individual (e.g. physical fitness=> courage.)
Attitude
Attitude is our like / dislike for an object, event, organization or person.Belief (IPL Corrupt) + Value (Honest is best) = frame our attitude towardsevent/people.In above example, person’s attitude will be of Hatred / cynicism towards cricket,cricketers, products endorsed by those cricketers.
Mock Questions and Case studies after threepart article series on “E2” is over. In the next part (E2/P2),we’ll take a look at moral and political attitudes, and role of social media.Visit Mrunal.org/Ethics for more study material on Ethics.
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