When we hear the word ‘attitude’ the first flash of meaning that comes up in our mind is that it’s the way of behaving in different conditions by different people. But the word “attitude” has a wide variety to discover different aspects of social world. Attitudes are acquired through from other people through social learning processes. Perhaps you expect that people’s social attitudes will directly predict their behaviors? If so, then you are not alone .We generally believe, for example, that those who hold high fuddy-duddy attitudes will consistently behave in a prejudicial and bigotry fashion, and that stuckin-the-mud people will do so.
Social psychologists use the term attitude to refer to people’s evaluation of virtually any aspect of their social world. People can have favorable or unfavorable reactions to issues, ideas, objects, and a specific behavior such as cheating or plagiarize on an exam. Some attitudes are quite stable and resistant to change means that the possessors of these attitudes are typically known as obstinate or stubborn people. While others may be unstable and show considerable variability depending on the situation and those are usually known as subservient people. Attitudes can influence our thoughts, even if they are not always reflected in our apparent behavior. Recent research found that advertisements resulting in formation of a positive attitude and willingness to purchase a product. How do we form an attitude? It is gained by a process known s social learning. Social learning is the process through which we acquire new information, forms of behavior, or attitudes from other people.
But some of the attitudes are not being acquired by learning process, that’s something based on association or condition. The best example would be the advertisers and other persuasive agents. They have considerable expertise in using this principle to create positive attitudes towards their products which can definitely provoke anybody to buy it immediately. They can easily catch our attention towards them by making interesting and attractive ads. Because we compare ourselves with others to determine whether our view of social reality is correct or not, we often adopt the attitudes that others hold. Attitudes towards a group, issue or an object do not always directly predict our behavior. Repetition of a specific behavior is known as habit. In it the responses become relatively automatic whenever that specific situation is encountered. The fine art of persuasion can change others attitudes. —Islamabad