Rajecki (1990) says that an attitude is ' a predisposition to respond cognitively, emotionally, or behaviourally to a particular object in a particular way.' Attitudes guide how we react to others, what causes we support, how we vote, our consumer preferences, our personal style etc. Attitudes are latent constructs. This means they cannot be observed directly. They must therefore be inferred from our thoughts, feelings and behaviours. This is not so easy, as people have ' more faces that the town clock'! There are two main approaches in social psychology to the study of attitudes, the structural approach, and the functional approach.
Personal biases, preferences, and subjective assessments that predispose one to act or respond in a predictable manner. Attitudes lead people to like or dislike something, or to consider things good or bad, important or unimportant, worth caring about or not worth caring about.