Content, Structure and Function of Attitude — Ethical Framework

Ethical Framework

Identify the attitude object

An attitude is directed toward something: a policy, group, practice or person. Begin with the object before describing the evaluation. An isolated factual belief is one element; an attitude includes evaluative orientation.

Separate ABC components

Affective: feelings associated with the object. Behavioural: a tendency to act toward it. Cognitive: beliefs or thoughts about it. A person may believe public transport reduces congestion, feel uncomfortable using it and still intend to try it. Components can be related without being perfectly consistent.

Describe structure carefully

Valence concerns favourable or unfavourable direction. Extremeness concerns the strength of that position. Complexity concerns the number and diversity of components or aspects. Centrality concerns how important the attitude is within a person's wider system. A strongly held attitude is not necessarily the most complex one.

Connect attitude and action conditionally

An expressed preference does not guarantee observed behaviour. Situational pressure, available options and the specificity of the attitude can affect action. Before diagnosing hypocrisy, examine whether the person had a realistic opportunity to act consistently.

Understand change

Learning, social influence and new experience can affect attitudes. Cognitive dissonance concerns discomfort from inconsistency; reducing it can involve changing behaviour or revising beliefs. A revised belief is not necessarily a more accurate one. In public programmes, investigate the barrier before assuming that another awareness message will change conduct.