Meaning, Structure & Dimensions of Attitude
What’s Inside This Blog
- Definition and meaning of attitude
- Structure / components of attitude: cognitive, affective, behavioural (CAB/ABC)
- The inter-relationship among components
- Dimensions of attitude: strength, accessibility, ambivalence
- Relevance for research, policy, ethics
- Suggested reading
- Next recommended post
Meaning of Attitude
An attitude is a learned tendency to think, feel and act in certain consistent ways toward a person, object, place or event. It expresses an individual’s favourable or unfavourable viewpoint toward something. In simpler words, attitude is like the “spectacles” through which a person views the world. Thus, while our sensory world might offer “objective” data, our attitude represents our subjective interpretation of that world. According to Rau’s IAS, attitude is the bridge between beliefs → values → behaviour.
Structure / Components of Attitude (CAB or ABC Model)
Attitudes are typically analysed in three inter‐related components:
1. Cognitive Component (C)
This refers to the beliefs, ideas, knowledge or thoughts an individual holds about an attitude object. For example, believing “immigration increases crime” is a cognitive belief. Stereotypes are cognitive in nature: generalised beliefs about groups formed often from incomplete information.
2. Affective Component (A)
This relates to feelings or emotional responses toward the attitude object — e.g., resentment, liking, fear. Prejudice is often rooted in the affective component: a feeling towards a person or group formed prior to full knowledge or reasoning.
3. Behavioural Component (B)
This embodies the predisposition to act or the action component. Behaviour may include past experiences, actions taken, or behavioural intentions. Discrimination is an outcome of the behavioural component when individuals act (or intend to act) differently based on attitudes.
Relationship among C-A-B
These three components are different, but not completely independent. A positive belief (cognitive) about an object tends to generate positive feelings (affective) and lead to supportive action (behavioural). The components form a synergistic relationship.
Dimensions of Attitude
Attitudes can be further analysed via certain dimensions that help understand their intensity, stability, and behavioural impact. According to the source, key dimensions include:
(i) Strength of Attitude
Some attitudes are held very strongly; others more weakly. The stronger the attitude (meaning the more conviction, frequency of consideration, emotional intensity), the more likely it is to influence behaviour.
(ii) Accessibility of Attitude
This refers to how easily an attitude comes to mind when encountering an attitude object. Attitudes that are more accessible (i.e., frequently thought of, mentally rehearsed) tend to be stronger in behavioural impact.
(iii) Ambivalence of Attitude
Ambivalence arises when positive and negative evaluations toward the same object are nearly equal. When an individual holds both favourable and unfavourable views in near balance, an attitude is ambivalent — which reduces the consistency between attitude and behaviour.
Relevance of Attitude Concepts in Research, Policy & Ethics
- In survey research, measuring attitude (via Likert scales etc.) is foundational for understanding public opinion, social change, or policy acceptance.
- In behaviour change programmes (public health, environment), targeting the affective and behavioural components of attitude is often more effective than just providing facts (cognitive).
- From an ethics and administrative perspective, discrimination, prejudice and bias are manifestations of negative attitudes (affective + behavioural) which impede fairness, inclusion and good governance.
- Understanding attitude structure and dimensions helps in designing interventions (training, sensitisation) to transform weak or ambivalent attitudes into positive, action‐oriented attitudes.
Tips for Exam Writing
- When asked about attitude, define it in one sentence, then explain the CAB model and dimensions.
- Use examples: e.g., stereotyping → belief; prejudice → feeling; discrimination → behaviour.
- Highlight inter-relationship: cognitive belief influences emotional feeling which leads to action.
- In ethical/administrative questions: link attitude dimensions to policy implementation, citizen behaviour, public administration.
- For diagrams: consider a triangle illustrating C-A-B components with arrows showing their interaction.
Suggested Reading
- Rau’s IAS – Meaning, Structure & Dimension of Attitude. [Online Article]
- Schriver, W.R. – Attitude and Social Cognition: Foundations of Attitude Theory.
- Ajzen, I. & Fishbein, M. – Attitudes and Persuasion: Classic and Contemporary Approaches.
- Eagly, A.H. & Chaiken, S. – The Psychology of Attitudes.
- Montano, D.E. & Kasprzyk, D. – Theory of Reasoned Action, Theory of Planned Behaviour & Health Behaviour.
Frequently Asked Questions
25. How can the CAB model be applied in designing behaviour change interventions?
By correcting false beliefs (C), reshaping emotions (A), and providing behavioural prompts/motivations (B), policy can effectively influence public behaviour.