Functions of Attitude

Attitudes serve four major functions: (1) knowledge function, (2) ego defensive function, (3) value expressive function, and (4) adjustment function.

An individual has certain needs that should be fulfilled so that he may become a functional member of society. To fulfil these needs, the individual may develop some specific attitudes. The abovementioned four functions of attitudes are actually the needs of an individual that enable him to function effectively in society. Since these major functions are the needs of an individual, they motivate him to develop specific attitudes to fulfil has such needs.

   Knowledge Function

Every individual has a fundamental need to understand the external world in a meaningful and organized manner. For example, knowledge about people, objects, and the surrounding environment is essential for becoming a functional member of society. This need encompasses understanding material objects, social relationships, abstract concepts such as values and norms, formal education (e.g., school or college learning), and practical skills (e.g., learning to drive a car or play a game).

This need can be seen in the sense of natural curiosity in individuals to know and explore things. To fulfill this need, the individual develops specific attitudes that facilitate learning and help him gain knowledge. These attitudes work in a goal-specific manner. For instance, if an individual does not need to drive a car, he may not express an interest in learning how to drive. Another example: an individual may join a college to get formal education but may gain admission only to the academic program of his interest.

   Ego Defensive Function

The ego defensive function enables individuals to protect their self-image or ego from harm, shame, guilt, or threat. Every individual wants to maintain his self-image. However, there are sometimes situations that may cause a sense of guilt or shame and produce feelings of discomfort. In such situations, the individual develops ego-defensive attitudes to reduce the sense of guilt or shame, or any other type of negative emotion.

For example, a smoker knows that smoking is injurious to his health and is a socially unacceptable habit, yet he continues to smoke due to addiction. To justify this inconsistency, the individual may develop an attitude by saying to himself that there is nothing wrong with the smoking habit because many other people also smoke. Such rationalization allows the individual to justify a bad habit and enables him to maintain his self-image and to escape the sense of shame or guilt.

This function is also evident in everyday situations where individuals justify minor wrongdoing in their routine lives. The ego defensive function is rooted in the psychoanalytic theory of Sigmund Freud, particularly in the concept of defense mechanisms such as denial, rationalization, projection, and repression, which are used to protect the ego.

The instances of ego defensive function can also be noticed when we usually develop attitudes to justify our small wrong acts in our routine life. This function of attitude has its roots in the psychoanalytic principles of Freud. The defense mechanisms such as denial, rationalization, projection, and repression are used to protect our ego. 

   Value Expressive Function

The value expressive function allows individuals to express their core values and beliefs. Each individual possesses a set of values and beliefs. These values and beliefs are acquired and shaped through social interaction and experience. These shared values become an integral part of one’s personality and identity. An individual develops certain attitudes for the expression of these shared values and beliefs.

Individuals develop attitudes for the expression of these shared values and beliefs. For instance, most individuals express their preferences, liking, and support for their shared values and beliefs, such as in the form of their dressing styles and ways of greeting others in accordance with cultural norms and values.

In addition to shared values, individuals also hold personal beliefs that influence their attitudes. For example, a vegetarian individual typically exhibits a favorable attitude toward plant-based foods and an unfavorable attitude toward meat consumption. Similar personal preferences extend to consumer choices. If an individual believes that a particular brand of mobile phone offers superior battery life, camera quality, and features, they are likely to demonstrate a favorable attitude toward buying that product and also recommending it to others.

   Adjustment Function

The adjustment function helps individuals adjust to their environment effectively. Being well-adjusted means being able to receive pleasurable or rewarding experiences and to avoid negative or unpleasant outcomes in interactions with others.

To achieve this, individuals develop attitudes that maximize positive experiences and minimize negative ones within a given environment or group. For example, a young girl who knows that her parents value academic effort may begin studying when they enter her room, with the intention of gaining their approval and appreciation.

This function is also evident in situations where individuals go along with the choices of others, even though they may differ from their personal choices. This can be seen in social conformity, particularly where individuals may align their choices with those of others, even when their personal preferences differ slightly. For instance, in a gathering with friends at a restaurant, an individual may order the same type of food as their friends to avoid appearing different or socially unadjusted. In such cases, the desire for social acceptance influences attitude formation and behavior.