Attitudes

Formation of attitudes:

Attitudes are mainly formed through experiences. The process of mixing and relating to people is known as socialisation. There are several factors that influence attitudes

There are three components of attitude:

• cognitive – knowledge and beliefs, e.g. rugby training keeps me fit.
• affective – feelings and emotions, e.g. I enjoy training
• behavioural – intended behaviour, e.g. I regularly attend training.

The relationship between these three components is known as the Triadic model of attitude.

Cognitive dissonance theory (Festinger)

If a person holds two ideas that oppose and conflict each other, an element of discomfort arises. Emotional conflict is called dissonance. To reduce this feeling of dissonance, one of the conflicting ideas needs to be reduced, therefore changing attitude.

Changing Attitude

• cognitive – updating knowledge
• affective – positive experiences
• behavioural – success and reinforcement

Persuasive communication

It must also be remembered that that motivation, personality and all aspects of acquisition of skill have impact on these three components.

In the coaching environment, there are several factors that need to be considered before someone will change their attitude:

1. Persuader – needs to be expert, trustworthy and understand the recipient.
2. Message – clear, unambiguous and balanced.
3. Recipient – open to change, accepting and understands.
4. Situation – safe and non-threatening.