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Definitions of Attitudes Many definitions exist that attempt to determine what exactly an attitude is, however, a few widely accepted definitions will be used to illustrate. A widely accepted definition of an attitude is offered by Judd, Ryan and Parke, (1991) which says that attitudes can be viewed as evaluations of various objects that are stored in memory. Attitudes, according to Baron and Byrne (2000), refer to our evaluations of various aspects of the social world. Krech, Crutchfield and Ballachey (1962), describes it as an enduring system of positive or negative evaluations, emotional feelings and pro or con action tendencies with respect to a social object. The objects of attitudes are anything that exits for the individual. As individuals, we have a vast array of attitudes towards objects in the physical world. There are three (3) primary approaches of analyzing attitudes. They are attitudes as memories, evaluations and dissection into three (3) major components call the ABC Triparte...

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