Psychologists define attitudes as a learned tendency to evaluate things in a certain way. This can include evaluations of people, issues, objects, or events. Such evaluations are often positive or negative, but they can also be uncertain at times. For example, you might have mixed feelings about a particular person or issue.

Researchers also suggest that there are several different components that make up attitudes. The components of attitudes are sometimes referred to as CAB or the ABC's of attitude.

• Cognitive Component: your thoughts and beliefs about the subject.
• Affective Component: how the object, person, issue, or event makes you feel.
• Behavioral Component: how the attitude influences your behavior.

Attitudes can also be explicit and implicit. Explicit attitudes are those that we are consciously aware of and that clearly influence our behaviors and beliefs. Implicit attitudes are unconscious but still have an effect on our beliefs and behaviors.

There are a number of factors that can influence how and why attitudes form.

Experience

Attitudes form directly as a result of experience. They may emerge due to direct personal experience, or they may result from observation.

Social Factors

Social roles and social norms can have a strong influence on attitudes. Social roles relate to how people are expected to behave in a particular role or context. Social norms involve society's rules for what behaviors are considered appropriate.

Learning

Attitudes can be learned in a variety of ways. Consider how advertisers use classical conditioning to influence your attitude toward a particular