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Yokav Yokav
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6 years ago
Explain what each of the three components of attitudes mean in practical terms.
Textbook 
Business Essentials, Canadian Edition

Business Essentials, Canadian Edition


Edition: 8th
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6 years ago
The three components of attitudes are cognition, affect, and intention. Cognition is the knowledge a person has about someone or something. For example, you may like a class because the textbook is interesting, the class meets at a convenient time for you, the instructor is knowledgeable, and the workload is light. Cognitions are based on perceptions about reality, and perceptions agree with reality to varying degrees. When two sets of cognitions or perceptions are contradictory or incongruent, a person experiences cognitive dissonance. Cognitive dissonance also occurs when people behave in a way that is inconsistent with their attitudes. For example, a person who thinks that smoking and overeating are dangerous may nevertheless do both because the person finds the behaviour pleasurable. The person may try to reduce the anxiety and discomfort that is associated with the cognitive dissonance by, for example, deciding to go on a diet (but not until next week!). A person's affect is his or her feelings toward someone or something. For example, you may like one of your classes and dislike another one. If the class you dislike is an elective, you may not be particularly concerned about your participation or your final grade. But if the class you like is required for your major, you may work very hard to get a good grade. Intention guides a person's behaviour. If you like a certain instructor, you may intend to take another class from that instructor next term. But intentions are not always translated into actual behaviour. If the instructor's course next term is scheduled for 8:30 a.m., you may decide that it is not convenient for you take it.
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