Attitude Object: A New Approach to Understanding and Explaining Attitudes
Amita Gupta and Sanjay Srivastava
Abstract
This article introduces a new approach to understanding and explaining attitudes—attitude object. Attitude object is an approach that acknowledges the complexity of attitudes and seeks to explain them in terms of the objects of the attitude-holder’s affective and cognitive reactions. We provide a conceptual analysis of attitude object and discuss its implications for attitude theory and research. We argue that attitude object has the potential to provide a more nuanced understanding of attitudes and to reveal their more complex structure. We also discuss issues of validity and reliability that need to be addressed in order to ensure that attitude object is a useful tool for attitude research.
Introduction
Attitudes play a central role in social cognition, providing people with a way to evaluate the world around them and helping them to make decisions. Attitudes have been studied extensively in psychology, and researchers have developed a number of theories to explain how attitudes are formed and influence behavior (e.g., Fazio, 1986; Eagly & Chaiken, 1993). Despite this, there is still disagreement over the exact nature of attitudes and how they should be studied.
The traditional view of attitudes is that they are a single, unitary entity (e.g., Bem, 1972). This view has been challenged in recent years, with researchers arguing that attitudes are more complex and multifaceted than previously thought (e.g., Maio & Olson, 2000; Fazio, 2001). In response to this, a new approach to studying attitudes has been proposed—attitude object.
The Attitude Object Approach
Attitude object is an approach that acknowledges the complexity of attitudes and seeks to explain them in terms of the objects of the attitude-holder’s affective and cognitive reactions (Maio & Olson, 2000; Fazio, 2001). This approach views attitudes as composed of multiple components, including affective, cognitive, and behavioral elements. As such, attitudes are not unitary entities, but rather are composed of multiple objects that can be evaluated separately.
The attitude object approach argues that attitudes are composed of multiple components, such as affective reactions (e.g., liking, disliking), cognitive reactions (e.g., beliefs, attitudes), and behavioral intentions (e.g., intentions to act in a certain way). These components are held together in a particular configuration—the attitude object—which is the focus of the attitude-holder’s affective and cognitive reactions.
The attitude object approach is based on the concept of “objectification”, which is the process of ascribing meaning to an object (Maio & Olson, 2000; Fazio, 2001). When an attitude-holder objectifies an attitude, they are ascribing meaning to the object of their affective and cognitive reactions. This objectification process is seen as central to the formation and maintenance of attitudes.
Implications for Attitude Theory and Research
The attitude object approach has implications for both attitude theory and research. First, it provides a more nuanced understanding of attitudes, as it identifies multiple components that can be evaluated separately. This allows researchers to better understand the complex structure of attitudes and how they are formed and maintained.
Second, the attitude object approach has implications for attitude research. For example, researchers can use the attitude object approach to measure attitudes more accurately, as they can evaluate the multiple components of an attitude separately. This can provide a more valid and reliable measure of attitudes than the traditional unitary approach.
Conclusion
In conclusion, the attitude object approach provides a new way of understanding and explaining attitudes. This approach acknowledges the complexity of attitudes and seeks to explain them in terms of the objects of the attitude-holder’s affective and cognitive reactions. The attitude object approach has the potential to provide a more nuanced understanding of attitudes and to reveal their more complex structure. However, further research is needed to validate and refine the attitude object approach and to explore its implications for attitude research.
References
Bem, D. J. (1972). Self-perception theory. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 6, pp. 1-62). New York: Academic Press.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace.
Fazio, R. H. (1986). How do attitudes guide behavior? In R. M. Sorrentino & E. T. Higgins (Eds.), Handbook of motivation and cognition: Foundations of social behavior (pp. 204-243). New York: The Guilford Press.
Fazio, R. H. (2001). On the automatic activation of associated evaluations: An overview. Cognition and Emotion, 15(2), 115-141.
Maio, G. R., & Olson, J. M. (2000). Attitude object as an organizing construct in attitude theory and research. Personality and Social Psychology Review, 4, 204-220.