Thesis Abstract

Thesis Overview

INTRODUCTION

Attitude is an enduring organization of motivational, emotional, perceptual and cognitive process with respect to some aspect of our environment. It is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object. Thus an attitude is the way we think, feel and act toward some aspect of our environment such as a retail store, television program or product.

In another words, an attitude is how positive or negative, favorable or unfavorable or pro or con a person feels toward an object. This definition views attitude as a feeling or an evaluative reaction to object. Attitude may also be defined as an enduring organization of motivational, perceptual and cognitive process with respect to some aspect of the individual’s world. This views attitude as being made up of three components; the cognitive or knowledge component, the affective or emotional component and the cognitive or behavioral tendency component.