Attitudes: Introduction and Scope

Authored by: Dolores Albarracín , Blair T. Johnson , Mark P. Zanna , G. Tarcan Kumkale

The Handbook of Attitudes

Print publication date:  April  2005
Online publication date:  April  2014

Print ISBN: 9780805844924
eBook ISBN: 9781410612823
Adobe ISBN: 9781135626174


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Human beings react to their environments in an evaluative fashion. They love and protect their kin and strive to maintain positive evaluations of themselves as well as those around them. They evaluate others' attractiveness. They also evaluate and select leaders, decide how to spend their resources, and plan for the futures they envision. Such covert and overt actions often involve judgments about whether objects, events, oneself, and others are favorable or unfavorable, likeable or unlikeable, good or bad. Scholars who study attitudes investigate factors involved in these evaluations;, how they are formed, changed, represented in memory, and translated into cognitions, motivations, and actions.

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