Attitude object

An attitude object is any concept or entity around which an attitude forms, integrating both cognition (beliefs) and affect (emotional responses) in a way that shapes how individual evaluate that object. Attitudes toward objects can evolve over time, influenced by various situational and contextual factors. An example of an attitude object is a product (e.g., a car). People can hold various beliefs about cars (cognitions, e.g., that a car is fast) as well as evaluations of those beliefs (affect, e.g., they might like or enjoy that the car is fast). Together these beliefs and affective evaluations of those beliefs represent an attitude toward the object.

Attitude objects also play a significant role in shaping and determining the functions of attitudes, which can be classified as utilitarian, social identity, or self-esteem maintenance functions. The utilitarian function involves attitudes toward objects that provide direct benefits (e.g., coffee or air conditioners), which help maximize rewards or minimize discomfort. As for the social identity function relates to objects (e.g., wedding rings or national flags), which symbolize values and social identity, helping individuals express who they are and their affiliations. Lastly, the self-esteem maintenance function involves objects that impact self-worth (e.g., personal attributes, help boost, and protect one's self-esteem).