Emotions and Personality in Personalized Services by Marko Tkalčič Berardina De Carolis Marco de Gemmis Ante Odić & Andrej Košir

Author:Marko Tkalčič, Berardina De Carolis, Marco de Gemmis, Ante Odić & Andrej Košir
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

10.2 Social Attitudes

Eagly and Chaiken define the term Social Attitude as a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor [14]. According to Rosenberg et al. [38] a social attitude has three main components: affective, behavioral, and cognitive.

Affective component: involves a person’s feelings and emotions about an attitude object. As an example we take a person who has been invited to a job interview. Let us assume this person is very uncomfortable with the interview situation in general. In this case the interview situation represents the object the attitude is directed towards. Whenever this person is exposed to an interview or thinks about one, he or she feels anxious and nervous. Those feelings form the affective component of a social attitude.

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