CONCEPT OF THE MONTH (FEBRUARY)

ATTITUDE

At its core, attitude is a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object (a person, an idea, an institution, or an event).

Source	Core Definition	Primary Focus / Key Takeaway
Gordon Allport	A mental and neural state of readiness, organized through experience...	Experience & Readiness: Attitudes are dynamic influences built over time.
Carl Jung	A readiness of the psyche to act or react in a certain way.	Psychological Orientation: Attitude is the internal "tuning" of the mind.
L.L. Thurstone	The affect for or against a psychological object.	Affective (Emotional): Focuses purely on the "like or dislike" factor.
Eagly & Chaiken	...evaluating a particular entity with some degree of favour or disfavour.	Evaluative Judgment: Attitude is a tendency toward evaluation.
American Psychological Association	A relatively enduring and general evaluation of an object, person, group...	Stability: Emphasizes that attitudes are long-lasting, not fleeting.
Oxford Dictionary	An enduring, learned predisposition to behave in a consistent way...	Behavioural Consistency: Focuses on how learned states dictate action.

“Attitude is a learned and relatively enduring psychological construct that involves an evaluative response (positive or negative) toward an object, influenced by beliefs, feelings, and past experiences.”

FORMATION OF ATTITUDE

Attitude formation is not an overnight occurrence; it is a cumulative process where an individual develops a specific mindset toward an object, person, or issue. It is formed through the process of socialisation which is nothing but a reflection of interplay of all those factors which one goes through in one’s life.

Attitude formation generally occurs through the following channels:

Classical Conditioning (Learning by Association): We develop attitudes based on associations between a neutral stimulus and a positive/negative stimulus.

• • The Process: If a child consistently sees their parents react with joy (positive) when a certain guest arrives, the child develops a positive attitude toward that guest.
  • Civil Service Context: If a citizen’s interaction with a government office is consistently met with efficiency and a smile, they develop a positive attitude toward the “State.”

Instrumental/Operant Conditioning (Rewards & Punishment): Attitudes are formed based on the consequences of our behaviour.

• • The Process: If you express a certain view and are praised for it, that attitude is reinforced. If you are scolded, the attitude may be suppressed or changed.
  • Civil Service Context: An officer who is rewarded for integrity (Internal/External rewards) will develop a stronger “Ethical Attitude.” If corruption is “rewarded” by peer acceptance or lack of punishment, a negative attitude toward honesty may form.

Social Learning (Observational Learning): As proposed by Albert Bandura, we learn attitudes by observing “Role Models.”

• • The Process: Children often “inherit” the political or social attitudes of their parents simply by observing their reactions and conversations.
  • Civil Service Context: A junior officer often adopts the work culture and attitude of their first superior. If the superior is empathetic, the junior likely develops a “Citizen-centric Attitude.”

Direct Personal Experience: The most powerful attitudes are formed through first-hand experience.

• • The Process: A single traumatic or exceptionally positive event can create a lasting attitude (e.g., a “Traumatic Experience” with a certain community might lead to a long-term prejudice).
  • Civil Service Context: An IAS officer spending time in a remote tribal village may develop a deep, empathetic attitude toward tribal rights that no textbook could provide.

Social and Cultural Factors: The environment we grow up in—religion, caste, ethnicity, and economic status—acts as a “filter” for our attitudes.

• • The Process: Culture provides the “norms” of what is considered good or bad, which we internalize as our own attitudes.
  • Mass Media: In the modern era, social media and news cycles are the primary drivers of “Political Attitude” formation through repetitive messaging.

Functional Factors (Psychological Needs): Sometimes we form attitudes because they serve a psychological purpose:

• • Identity: We adopt the attitudes of a group we want to belong to (e.g., a “Liberal” or “Conservative” circle).
  • Ego-Defense: We may form a negative attitude toward a competitor to protect our own self-esteem.

DETERMINANTS  OF ATTITUDES

Although attitude formation happens over a period of time and there are factors which influence formation of attitude, still there are some key determinants which have more profound influence than any other factors. The general determinants are:

• • Family and Upbringing
  • Education
  • Social and Cultural Environment
  • Media Influence
  • Peer Groups
  • Personal Experiences

Determinant	Specific Factor	Impact on Attitude	Real-World Example
Psychological	Intelligence	More complex, nuanced attitudes.	A highly intelligent person may avoid "black-and-white" thinking on climate change, instead holding a nuanced attitude that balances economic needs with environmental science.
Sociological	Religion	Determines moral and ethical "right/wrong."	An individual raised in a faith that emphasizes Ahinsa (non-violence) will likely develop a strong negative attitude toward meat consumption or aggressive warfare.
Positional	Social Status	Shapes attitudes toward power and hierarchy.	A person born into a high-ranking corporate family might view hierarchy as essential for order, while someone from a working-class background might view it as a barrier to equality.
Situational	Crisis	Can cause a sudden shift (e.g., post-disaster).	After experiencing a major financial fraud, a previously trusting investor may develop a permanent attitude of deep skepticism toward all financial institutions.

The key determinants

1. Life experience

2. Social-political-economic environment

While both Mahatma Gandhi and Dr. B.R. Ambedkar were dedicated to the liberation and upliftment of Indian society, their different life experiences created distinct psychological and sociological attitudes.

Gandhi experienced discrimination as a privileged professional (an “outsider” looking in), while Ambedkar experienced it as a systemic, daily humiliation (an “insider” fighting to get out).

Feature	Mahatma Gandhi	Dr. B.R. Ambedkar
Formative Experience	Experienced racial discrimination in South Africa (the train incident at Pietermaritzburg) as an adult.	Experienced systemic caste discrimination (untouchability) from early childhood in school and society.
Core Attitude	Idealistic & Reformist: Believed in changing the "heart" of the oppressor through moral persuasion.	Legalistic & Radical: Believed in changing the "system" through laws, rights, and political power.
Attitude toward Caste	Viewed the Varna system as a functional division of labor that needed to be purified of "untouchability."	Viewed the Caste system as a "graded inequality" that must be completely annihilated for true freedom.
Methodological Approach	Satyagraha (Truth-force): Focus on non-violence, suffering, and moral awakening.	Constitutionalism: Focus on education, agitation, and organized political representation.
Psychological Driver	Spiritual/Moral: Aimed for Swaraj (Self-rule), starting with individual self-purification.	Social/Intellectual: Aimed for Social Justice, starting with the dismantling of discriminatory structures.
View on Village Life	Romanticized: Saw the Indian village as a self-sufficient, moral unit of society.	Skeptical: Saw the Indian village as a "sink of localism" and a den of ignorance and communalism.

Gandhi: The Attitude of “Trustee” Gandhi’s attitude was shaped by his background as a member of a merchant caste and his education in London. His experience of discrimination was a “shock” to his status, leading him to believe that if he could show the British (and later upper-caste Hindus) the immorality of their ways, they would voluntarily change. His attitude was one of paternalistic reform.

Ambedkar: The Attitude of “Rebel-Statesman” Ambedkar’s attitude was forged in the fire of direct, dehumanizing exclusion—being denied water in school and being treated as “polluting.” This created a realistic and uncompromising attitude. He did not believe the oppressor would have a “change of heart” voluntarily; therefore, his attitude focused on securing guaranteed safeguards and legal protections.

The Dynamic Relationship (Formula) In ethics, it is often argued that: Attitude = f(Environment × Personality) This means your attitude is a function of who you are interacting with the situation you are in.

What can be concluded is that one is not born with an attitude, rather one forms it in this world through socialisation. Since all individuals have different life experience, there will be lack of uniformity across society about the nature and type of attitude reflected by humans.

“We cannot change our past. We cannot change the fact that people act in a certain way. But we can change our attitude.” — Charles R. Swindoll.

Types of Attitudes

1. Moral Attitude: Concerned with what is right and wrong, driven by ethical values.

• • • • Example: A civil servant refusing a bribe despite pressure.

2. Political Attitude: Personal orientation towards political ideologies, policies, and governance.

• • • • Example: Support for democracy, secularism.

3. Social Attitude: How one perceives and interacts with social norms, traditions, and groups.

• • • • Example: Inclusive attitude toward marginalized communities.

FUNCTIONS OF ATTITUDE

According to Daniel Katz, attitudes serve four primary functions for an individual:

1. The Knowledge Function

In a diverse and complex society like India, the knowledge function helps individuals simplify social interactions by using established cultural frameworks.

• • The Concept: Providing a mental “shortcut” to process information.
  • Indian Example: Many Indians hold a positive attitude toward Gold as an investment. Even without analyzing daily market fluctuations, the long-standing cultural “knowledge” that gold is a “safe haven” during inflation provides a stable frame of reference for financial decisions.

2. The Utilitarian (Adjustment) Function

This is driven by the desire to fit in or gain social approval within a community or family.

• • The Concept: Gaining rewards and avoiding social “punishment” or exclusion.
  • Indian Example: A young professional might adopt a positive attitude toward arranged marriages or specific traditional ceremonies. Even if they are modern-thinking, holding this attitude helps maintain harmony within the joint family system and ensures continued support from elders (the “reward”).

3. The Ego-Defensive Function

This function protects a person from internal insecurities or the fear of losing status in a hierarchical society.

• • The Concept: Shielding the self-image from perceived threats.
  • Indian Example: An older employee in a traditional firm might hold a negative attitude toward new AI technologies or “Gen Z” work culture. By dismissing these as “fads” or “disrespectful,” they protect their ego from the fear that their long-standing traditional skills are becoming obsolete.

4. The Value-Expressive Function

This is how Indians signal their identity, religious beliefs, or social affiliations to the world.

• • The Concept: Expressing one’s “true self” and core moral values.
  • Indian Example: Choosing to wear Khadi or supporting “Made in India” (Vocal for Local) products. This attitude isn’t just about the fabric or the price; it is a way for an individual to express values of patriotism, self-reliance, and connection to grassroots India.

Function	Indian Context Trigger	Typical Outcome
Knowledge	Cultural Traditions	Trusting "tried and tested" methods (e.g., Ayurveda).
Utilitarian	Social/Family Harmony	Following norms to ensure group belonging.
Ego-Defensive	Status/Hierarchy	Resisting change to protect one's social standing.
Value-Expressive	Identity/Patriotism	Buying brands that align with religious or national pride.

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