Attitudes

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An attitude can be defined as a positive or negative

evaluation of people, objects, event, activities, ideas, or just

about anything in your environment, but there is

debate about precise definitions.

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A psychological tendency that is

expressed by evaluating a particular entity with some degree of favour

or disfavour.

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Ingredients of attitudes

– learned, not innate– precursors of behavior (precede,

predict behavior)– evaluative dimension: direction and

degree or intesnity– directed toward an “attitude object”

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Food advertising and associations

• Foods are often advertised as:– promoting good

health– substitutes for love– guilty pleasures– treatment for

stress, anxiety

Yoplait: Food as a guilty pleasure:

"Ooo, this is Day At The Spa Good"

"No, this is Foot Massage Good"

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Quotes about Attitudes

A positive attitude may not solve all your

problems, but it will annoy enough people to make it worth the effort.

Herm Albright (1876 - 1944)

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Changes Over Time

Earlier Generations

God

Family

Nation

Focused on

Recent Generations

Finding Themselves

Personal Happiness

Focused on

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“What Makes You Truly Happy in Life?”

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What does a Positive Attitude look like?

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Before reacting

• Are you reacting to your interpretation or facts?

• What is the worst thing that could happen if your interpretation of the situation is true?

• Is there an alternate way of seeing this situation?

• Am I going to let this situation ruin my day?

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Strengthen Personal Happiness

• Work on something challenging.

• Do something for others.

• Smile often.

• Join a group.

• Give someone a break.

• Try to keep things in perspective.

• Take care of yourself.

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Ray Charles

Patience will give you what you want.

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An optimistic attitude can do wonders for our health

• Canadian Medical Association Journal• A study that spanned 30 years and looked at

patients’ attitudes after surgery or some health procedure

• Found that the power of positive thinking was real

• Patients who felt they would do well in recovery did

• Patients who were scared or pessimistic about recovery did not recover as quickly as the optimists © PAPERHINT.COM

Positive Habits

• Think of yourself as successful

• Have positive expectations for everything you do

• Remind yourself of past successes

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Positive Habits

• Don’t dwell on failures, just avoid repeating them

• Surround yourself with positive people and ideas

• Keep trying until you achieve the results you want.

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Be in Control

There is very little in this world that we can control….other than our thoughts.

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• A consumer admires a particular image or lifestyle

• The product is paired with, or associated with, the image or lifestyle

• In time the consumer comes to equate the product with image or lifestyle

Image-based advertising at work

teen consumer

Music downloading

Pepsi

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Parenting and consistency theory

• A child admires Popeye• The child doesn’t like to

eat spinach• Popeye is positively

associated with Spinach• This is a cognitively

imbalanced state, which should motivate the child to change one of the associations

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