Attitude

Abstract

In behavioristic learning theory, the cognitive and affective processes of the human mind are not considered. In social psychology, however, these processes have been studied in depth. Cognitive and affective reactions to the environment are combined into the individual’s attitude toward objects and actions in the world. An attitude can be considered as an individual predisposition to evaluate an object or an aspect of the world in a favorable or unfavorable manner (Katz 1960). Attitudes are important in the individual’s adaptation to the environment. By the learning process (see Chapter 5), positive attitudes are associated with the satisfaction of needs and negative attitudes are associated with negative reinforcements.