Difficult to measure- Indicated by behavior, reactions to individual situations, social values
May create inflexibility and stereotypes- Based on inconsistencies, incorrect assumptions or other false data
Demonstrated by behavior
Formed largely from the continuous process of socialization
Positive or negative
Once formed not easily changed
Takes a SEE, new conditions, new experience, and new information
Attitudes may be affected by age, position, and education
Persist- unless something is done to change them.
Can fall anywhere in a continuum-very favourable to very unfavourable.
are directed towards some objects about which a person has some feelings and beliefs
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