We measure attitudes along a favorable- unfavorable continuum.
An attitudes is a psychological construct. It is a person's predisposition to respond favorably or unfavorably to activities, people, events, and objects. Attitudes are often considered precursors to behavior.
Attitude has three components i.e., Cognitive component is when a human being is the object of an attitude, the cognitive component is frequently a stereotype. Affective component is related to feelings or emotions that something evokes. and Conative or behavior component is tendency or disposition to act in certain ways toward something
Favorable attitude can be defined as a person’s positive assessment of a behavior or related construct. Whereas, unfavorable attitude is defined as a person’s negative assessment of a behavior or related construct.
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