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Attitude
A long‑standing evaluation of people, objects, issues, or yourself.
Tripartite model components
Affective (feelings), Behavioural (actions), Cognitive (beliefs).
Affective component
Look for emotions or feelings expressed.
Behavioural component
Look for actions or behaviours influenced by the attitude.
Cognitive component
Look for beliefs, thoughts, or assumptions.
Implicit attitude
An automatic, unconscious attitude that influences behaviour.
Explicit attitude
A conscious attitude that can be stated clearly.
Spotting implicit attitudes
Behaviour contradicts what the person says they believe.
Spotting explicit attitudes
The person openly states their attitude.
Stereotype
A generalised belief about a group.
Prejudice
A negative feeling toward a group.
Discrimination
Unfair behaviour toward a group.
Identifying stereotypes
Look for generalised statements about groups.
Identifying prejudice
Look for negative emotions toward a group.
Identifying discrimination
Look for actions that treat groups differently.
Cognitive dissonance
Psychological tension from holding conflicting beliefs or behaviours.
Responses to cognitive dissonance
Change beliefs, change behaviour, change perception of the action.
Identifying dissonance
Look for conflict between values and behaviour.
Rationalisation
Justifying behaviour to reduce dissonance.
Identifying ethical issues
Look for pressure, lack of information, or exposed identities.