Components of Attitudes
- The cognitive component: beliefs, opinions, knowledge, or information held by a person (for instance, the belief that “discrimination is wrong”).
- The affective component: emotional or feeling part of an attitude. “I don’t like ‘Kundan’ because he discriminates minorities.”
- The behavioral component: intention to behave in a certain way toward someone or something. To continue our example, I might choose to avoid Kundan because of my feelings about him.