In the last blog, we
looked at attitude and began our discussion to understand its nature better. In
today's blog we look at the ABC model of understanding Attitude.
It is clear that only
when one responds will one be able to evaluate the attitude one holds towards
an individual, activity or situation. For the sake of clarity on understanding
attitude, we could break it down into 3 aspects
1. Affect
2. Behavioral Intentions
3. Cognition
Affect is the emotional
component of an attitude. Behavioral Intentions is the intention to behave in a
certain way towards an object or a person. The third component of Cognition
reflects a person's perception or belief.
To understand this better, let’s take some examples:
The sentence -
"I don’t like my work" indicates the emotion/feeling one has - this reflects
the affective component of an attitude.
The sentence -
"I want a transfer to another department" reflects a behavior intention
of the person - this is the behavioral intensions part of an attitude.
The sentence -
"I believe my boss has favorites" reflects a person's belief, this is
the cognitive component of an attitude.
This ABC model to
understand an attitude suggests that, to completely and thoroughly understand an
attitude, one must assess all three components.
Dear Muthusamy,
ReplyDeleteThanks for writing back. It indeed is encouraging when a reader writes back and complements. I have shifted the blog to http://mande.in/ where I actively write on management as management bytes - you could check in on that website.
In case you are looking at the RSS feed you could find it too on the blog page.
Really helpful information, by the way, do you have complete instrument/item for these 3 elements. Thank you
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