An attitude is an evaluative orientation toward a person, object, issue, or course of action. It can involve favorable or unfavorable judgments and feelings, and its strength or expression may vary across circumstances rather than remaining equally prominent in every encounter.
- Entry typeKey concept
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.