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ATTITUDE; learned tendency to evaluate things in a certain way. This can…

- - - - increases how much we like/dislike subject
      - exposure most impactful when lacking info
  - - - learning a new behaviour through process of association
      - repetitive association cause neutral stimulus able to evoke a reaction which is previously evoked by another stimulus
    - - Reinforcement; any event that strengthens or increases the behavior it follows
        
        Positive
        
        situations that reflect positive reinforcement, a response or behavior is strengthened by the addition of something, such as praise or a direct reward
        
        Negative
        
        removal of an unfavorable events or outcomes after the display of a behavior
      - Punishment; presentation of an adverse event or outcome that causes a decrease in the behavior it follows
        
        Positive
        
        spanking for misbehavior is an example of punishment by application
        
        Negative
        
        punishment by removal, occurs when a favorable event or outcome is removed after a behavior occurs
  - - - tendency for person to reproduce action attitudes & emotional responses exhibited by someone else
- - - - need for order, structure or meaning-need is presents when person in ambiguous situation or with a new product
  - - - an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony (or dissonance)
- - - - Adv: allow for degrees of opinion, and even no opinion at all
      - Disadv: individuals may lie to put themselves in a positive light.
- - - - Subjective norm
        
        what the individual perceives to be others' beliefs
      - Attitude towards behaviour
        
        individual's beliefs about target behaviour and how they are evaluated
      - Behavioural intention
        
        internal declaration to act
      - Behaviour
        
        action performed; when person's attitude & social norm favourable
  - - - depends on past experience, present obstacles
    - - moral values
      - habits
      - anticipated regret
- - - - permanent change in our attitude
        
        motivated and able to pay attention, we take a logical, conscious thinking, to decision-making
    - - temporary change
        
        use little effort, quick change to attitude
  - - - people think carefully about any available information when forming an opinion to determine whether the information is accurate or valid
    - - people usually only have limited time and ability to think carefully,attitudes on simpler manner