Attitude: Construction versus Disposition
Title
Attitude: Construction versus Disposition
Author
Lord, Charles G.
Research Area
Cognition and Emotions
Topic
Attitudes and Opinions
Abstract
Although Charles Darwin conceptualized attitudes as things that organisms do, many psychologists and laypeople today make the fundamental attribution error of conceptualizing attitudes as dispositions people have that make them do what they do. Recent attitudes research, however, has begun to explore the basic process by which people construct attitudes—a process that operates in the same way when answering general attitude questions as for any other evaluative response to an attitude object. In the basic evaluation process, the evaluator activates associations to the attitude object, perceives the implications of those associations, and bases evaluative responses at least in part on those implications. Instead of trying to measure a relatively stable disposition that predicts future behavior, the emerging research investigates influences on which associations get activated (e.g., chance, recency, and priming) and influences on how the activated associations are perceived (including subjective ease, the perceived source, and their perceived relevance). Interestingly, the two steps in the basic evaluation process parallel the two strategies that people use when they try to change their own attitudes. Emerging research directions that were suggested by conceptualizing attitudes as things people do, not what they have, include understanding the effects of evaluation goals on activating and perceiving associations, assessing attitude accuracy according to how adaptive are the attitudes that people take, and applying network theory to the basic evaluation process.