that the perceived object or event is either positive or negative (good or bad)
Level of activation; produces and creates energy within us
Ex. Fearful is a negative emotion that generates a high level of activation
Attitudes: Cluster of beliefs, assessed feelings, behavioral intentions toward a person, object or event
They are judgments + involves logical reasoning
3 components of attitudes
Beliefs – (perceptions of the object)
Feelings – (positive or negative evaluation)
Behavioral intentions…
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