Function of Attitude

Daniel Karz gave four functions of attitude –

  • Knowledge function: Knowing one’s or other’s attitude imparts knowledge.
  • Utility/instrumental/adjustment/ adaptive: Helps to choose what is rewarding (and also avoids punishment).
  • Ego Defence/expression: Attitudes can help people protect their self-esteem and avoid depression. Mechanisms: Denial, Repression, Projection, Rationalization.
  • Value expression/ social acceptance: Used to express one’s core values or beliefs.
  • Heuristic: shortcut to solve a problem immediately.
  • Conversion of negativity to positivity: I have not failed 1000 times but I have found 1000 ways that did not work (Edison)
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