Components of attitude The term attitude refers to our expression about how we like or dislike various things. Attitude focuses more on the feeling that we portray toward that specific thing or situation. In essence, attitude is a representation of our preferences and evaluations. Every aspect of attitude has three components; affective (A), behavioral (B) and cognitive (C) in what is referred to as the ABC models of attitude. It also has some well-known characteristics such as; it has an object – liked or disliked, it is learned, has an emotional component to it and finally influences human behavior. It is also vital to note that attitude varies from one person to the next in that, different people may have different opinions toward the same object.
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