Change management paper

I. Attitude-A relatively enduring evaluation of an object, concept or behavior that predisposes a course of action.

A. Evaluation

1. Positive to negative, good to bad, favorable to unfavorable

2. Ambivalent attitudes-mixed evaluation

B. Enduring

1. Attitude vary in strength

a. Strong attitudes persist

1). Based on direct experience

2). Based on a great deal of information

3) Are easily accessible

4) Tied to values

b. Weak attitudes change easily

2. Age differences in strength

C. Attitudes are learned

1. Direct experience

2. Vicarious experience

D. Some people are genetically predisposed to hold certain attitudes.

1. Temperament

2. Sociobiology-gender

II. Tripartite Model of Attitudes

A. Cognitive component

3. Beliefs about the outcomes associated with a behavior

4. Beliefs about the characteristics of an object

B. Affective component-how something makes us feel

1. Behavior-I feel bad/good when I have to do something.

2. Object-a person makes me feel bad/good.

C. Behavior component-tendency to approach or avoid something.

Action orientation

Behavioral orientation

D. Attitudes vary with regard to which of the three components is the primary determinant.

1. Affect is typically the primary component for attitudes formed through direct experience.

Affect is the strongest component

2. When an object is present, affect is often the primary component.

E. The three components of an attitude vary with regard to the consistency among the components.

1. Example: Negative affect and behavior but positive cognition. Things I should do but I don’t like to do and avoid doing.

2. Inconsistent attitudes are unstable.

F. To persuade someone, you can do two things.

1. Attack the primary component

a. Cognitive-provide reasons to change

b. Affect-sensitization techniques

c. Behavior-enabling

d. Increased self-awareness

2. Make a secondary component more salient

A. Create an inconsistency among the components.