Attitudes

Attitude: a view (positive, negative or neutral) held by an individual towards an attitude object 

The existence of an attitude predisposes the person holding the attitude to behave in a certain way towards the attitude object

Attitude object: a person/event/behaviour towards which a person has an attitude

An attitude can become prejudice -> a preformed opinion/judgement of someone based on incomplete views (stereotypical)

Attitudes are multi-dimensional -> made up of knowledge, emotion and behavioural intentions

Attitudes and social norms

• people are often told to change there attitude if its not approved -> this attitude leads to behaviour that goes against social norms

Social norms: unwritten rules about a person's behaviour/attitudes and help to control social behaviour -> enforced through social disapproval/approval and can lead to social acceptance/rejection

Triadic model

3 components:

Cognitive component -> what we know/believe about the attitude object (beliefs/thoughts)

Affective component -> how we feel about the attitude object (emotions/feelings)

Behavioural component -> how we behave towards the attitude object (actions/responses)

Strong negative attitude example - 3 components are in consonance (agreement)

• Cognitive component -> 'I know that last time i didn't enjoy going swimming/was scared'
• Affective component -> 'I'm afraid of the water'
• Behavioural component -> 'I refuse to get into the water'

Attitudes are formed by experience and learning. This is influenced by a number of factors:

Peer groups

• friendship groups/wider peer groups stongly influence an individual's attitudes
• acceptance of the group's attitudes towards an attitude object is a way of gaining membership of a group/gaining a sense of identity

Conditioning

• rewards will strengthen existing attitudes
• a performer who is praised for training will have a strengthened attitude towards training -> resulting in greater intention to train/greater likelihood of training

Socialisation/social learning

• we learn a lot from significant others e.g. parents/coahces and media
• they are powerful formers of attitude -> can lead to prejudice/stereotyping if negative

Familiarity

• the more a person experiences an attitude object, the more likely they are to develop a positive attitude towards it

We try to develop good attitudes because:

• attitudes are a good predictor of behaviour
• good attitudes lead to good behaviours/sportsmanship/dedication
• good attitudes abide by social norms
• allows indidvidual to become part of a group -> feel accepted

A coach may find it useful to:

• know what an individual's attitude is towards new team members/officals/unknown situations
• be able to measure the strengths of an individual's attitude -> enable modification of these attitudes to ensure best performance

'an active non-coaercive attempt to reinforce/modify/change the attitude of others'

The persuader -> the message giver i.e. coach/captain

• high status - someone who is seen of a high status is more likely to persuade performer
• popularity - high-profile role models can be effective message givers/persuaders
• credibility - feelings of trustworthiness towards persuader, are they acting in best interest of the performer

The message

• accuracy/quality - is it obviously correct to the performer
• is the message stated with confidence/enthusiasm 
• clarity of message - is it logical/appealing to the receiver
• situation/time when message is given

The receiver

• are they ready for the message
• how strong is their current attitude/are they motivated to change

Cognitive dissonance theory -> individuals like to be consistent in what they do/feel/believe

• if they do something against their beliefs they feel uncomfortable: they feel dissonance (lack of consistency)
• individuals are then motivated to reduce the discomfort by changing their existing attitude 
• attempts to create conflict in thoughts/beliefs
• attitude may be changed by altering one component of Triadic Model -> creating cognitive dissonance

Cognitive – give new information/education

Affective – create new emotions/enjoyment/fun/feeling of safety 

Behavioural – give success/reinforcement