Attitude

These days Attitude is the hot coffe that everyone wants to carry and taste but what happens if it gets more than required? Thus, attitude is the mental state of individuals, which tends to act or respond or is ready to respond for or against objects, situations, etc. with which their vested feelings or effect, interest, liking, desire and so on are directly or indirectly linked or associated.During the course of development the person acquires tendencies to respond to objects. These learned cognitive mechanisms are Attitude is an enduring evaluation—positive or negative—of people, objects, and ideas. Thus, attitudes are evaluative statements or judgments concerning objects, people, or events. Attitude has three components—cognition, affection, and behaviour of people. A particular attitude of a person can be based on one component or the other called attitudes. Emotion’s influence on attitude changes depends on the routes to persuasion. Emotion or mood manipulation is only effective for peripheral route to persuasion. People pay more attention to a speech when the argument is strong and effective in changing their attitudes. People in a sad mood take the central route to persuasion, while in a happy mood they take the peripheral route to persuasion.Therefore, attitudinal changes take place when people take the central route to persuasion, such as fear, greatness of harm, etc., which give better results in inducing attitudinal changes. Therefore, managers should use the central route to persuasion, duly inducing the arousal of fear and combining it with a persuasive and appealing message.