Why this matters now
Attitude is a distinct, regularly tested GS-4 sub-theme — its ABC structure, the functions, persuasion/attitude change, and its relevance to administration (e.g. shaping positive social attitudes through governance).
Definition and components
An attitude is a learned predisposition to respond consistently (favourably or unfavourably) toward an object. It has three components — the ABC model: Affective (feelings), Behavioural (action tendencies) and Cognitive (beliefs/thoughts).
Functions of attitude
Katz identified four functions: adjustive/utilitarian (maximising reward, minimising punishment), ego-defensive (protecting self-esteem), value-expressive (expressing core values and identity) and knowledge (providing a frame to understand the world).
Formation, change and persuasion
Attitudes form through learning (conditioning), direct experience and social influence (family, peers, media). They can be changed through persuasion — explained by the Elaboration Likelihood Model (the central route, via reasoned argument, vs the peripheral route, via cues like source credibility) — and through reducing cognitive dissonance.
Attitude–behaviour link, moral & political attitudes
Attitudes influence but do not perfectly predict behaviour (mediated by social norms, situations and intentions). A moral attitude is an evaluation grounded in ethical principles (e.g. an attitude against corruption); a political attitude is an orientation toward political objects, ideologies and authority. For administrators, fostering positive moral and social attitudes (e.g. toward sanitation, gender equality) is a key governance task.
UPSC angle
Know the ABC components, Katz’s four functions, persuasion via the ELM (central vs peripheral), and why attitude doesn’t perfectly predict behaviour. Be able to define moral and political attitude with an administrative example.
Frequently asked questions
What is an attitude?
A learned predisposition to respond consistently favourably or unfavourably toward a person, object or idea.
What are the components of attitude?
The ABC model: Affective (feelings), Behavioural (action tendencies) and Cognitive (beliefs).
What are the functions of attitude?
Katz’s four: adjustive/utilitarian, ego-defensive, value-expressive and knowledge.
How are attitudes changed?
Through persuasion (central vs peripheral routes of the Elaboration Likelihood Model), reducing cognitive dissonance, and new experiences or social influence.