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Components of Attitudes & ABC Model of Attitude

Components of Attitudes & ABC Model of Attitude

Components of Attitudes in O.B.

Attitudes comprise of three basic components: informational, emotional and behavioural.

These three components are described below:

  1. Informational or Cognitive Component:

    The informational component consists of beliefs, values, ideas and other information a person has about the object. It makes no difference whether or not this information is empirically correct or real. For example, a person seeking a job may learn from his own sources and other employees working in the company that in a particular company the promotion chances are very favourable. In reality, it may or may not be correct. Yet the information that person is using is the key to his attitude about that job and about that company.

  2. Emotional or Affective Component:

    The informational component sets the stage for the more critical part of an attitude, its affective component. The emotional components involve the person’s feeling or affect-positive, neutral or negative-about an object. This component can be explained by this statement.” I like this job because the future prospects in this company are very good”.

  3. Behavioural Component:

    The behavioural component consists of the tendency of a person to behave in a particular manner towards an object. For example, the concerned individual in the above case may decide to take up the job because of good future prospects. Out of the three components of attitudes, only the behavioural component can be directly observed. One cannot see another person’s beliefs (the informational component) and his feelings (the emotional component). These two components can only be inferred. But still understanding these two components is essential in the study of organisational behaviour or the behavioural component of attitudes.

ABC Model of Attitude

ABC Model of Attitude

All the three components of attitude explained above constitute, what is OF called the ABC model. Here, in the ABC model, the alphabet ‘A’ stands for Affective component, ‘B’ for Behavioural and ‘C’ for the cognitive component. The importance of this model is that to have a proper and thorough understanding of the concept of attitude, all the three components mentioned above must be properly assessed. It is only the behavioural component which can be directly observed, the other two components: affective and cognitive can however only be inferred.

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