Running Head: ATTITUDE FORMATION
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Attitude in its modest form refers to a person’s perception towards a thing or a place. One
of the theories of attitude development was developed by Fazio and Olson and identifies that
attitudes are developed through affect, cognition, as well as behavior. This theory contracts the
views of attitude formation held by previous authors such as the three-component (tripartite)
model of attitudes formation. According to the tripartite model, each attitude developed by an
individual comprised of a component from affect, cognition, and behavior.
Affective attitude formation
Affect is an emotion. Hence, attitudes that are developed through affect tend to have
notable emotional aspect. There are numerous processes entailed in affective attitude formation.
These include; classical conditioning, mere exposure, instrumental conditioning (Hogg &
Cooper, 2007, Crisp & Turner, 2010, Fiske, 2010). Other processes of affective attitude
formation include: observational learning as well as modeling (Fiske, 2010). The phenomenon of
mere exposure was first developed by Zajonc in 1968. This concept involves “sheer frequency of
encountering an initially neutral or positive stimulus, enhances evaluations of it” (Fiske, 2020, p.
239). For example, in a case where I pass near a car dealer exposing specific car models,
according to the mere exposure effect, I am more likely to purchase the models I view every day.
Instrumental conditioning is another...