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Attitude

Attitude may refer to several concepts across different fields. In psychology and philosophy, attitude is a psychological construct involving evaluations, beliefs, and predispositions toward objects, people, or ideas. It encompasses emotional (affective), cognitive, and behavioral components, as described by the tripartite model.^[1] In science and engineering, particularly aeronautics and control systems, attitude denotes the orientation or position of an object, such as an aircraft relative to the horizon.)^[2] In arts and entertainment, attitude appears in titles of music works, films, television shows, and other media.^[3] In society and culture, it can describe behavioral dispositions, social meanings, or brand names in publications.^[4]

Psychology and philosophy

Psychological construct

In psychology, an attitude is conceptualized as a relatively enduring and organized predisposition to evaluate people, objects, issues, or activities with some degree of favor or disfavor. This evaluation often manifests as positive or negative judgments that influence cognition, affect, and behavior.^[5] The concept emerged within social psychology during the early 20th century, gaining prominence as a central construct for understanding human motivation and social interaction. A seminal contribution came from Gordon Allport in 1935, who defined attitudes as "mental and neural states of readiness, organized through experience, exerting directive or dynamic influence upon the individual's response to all objects and situations with which it is related." This definition emphasized attitudes' role in predisposing responses and highlighted their experiential origins. Building on this, the tri-component or ABC model, introduced by Rosenberg and Hovland in 1960, delineates attitudes into three interconnected elements: the affective component (emotional responses, such as liking or disgust), the behavioral component (predispositions to act, like approaching or avoiding), and the cognitive component (beliefs and thoughts about the attitude object).^[6] These components interact to form a cohesive evaluative stance, though their relative strength can vary across individuals and contexts. Attitudes are measured through various techniques that distinguish between explicit (consciously reported) and implicit (automatic and unconscious) forms. Explicit attitudes are commonly assessed via self-report instruments, including Likert scales, which use agree-disagree continua to quantify endorsement of statements (Likert, 1932),^[7] and semantic differential scales, which capture connotations along bipolar adjective pairs like "good-bad" or "valuable-worthless" (Osgood, Suci, & Tannenbaum, 1957).^[8] Implicit attitudes, which may diverge from explicit ones due to social desirability biases, are evaluated using response-latency methods such as the Implicit Association Test (IAT), where faster pairings of concepts reveal underlying associations (Greenwald, McGhee, & Schwartz, 1998).^[9] Illustrative examples include consumer attitudes toward brands, where a positive evaluation might combine emotional attachment to a product's image (affective), willingness to recommend it (behavioral), and perceptions of its reliability (cognitive). Similarly, racial prejudices exemplify negative attitudes, involving derogatory beliefs, emotional aversion, and discriminatory tendencies that can perpetuate social inequality. A key theoretical framework linking attitudes to action is the Theory of Planned Behavior, proposed by Ajzen in 1991, which asserts that attitudes toward a behavior, combined with subjective norms and perceived behavioral control, shape intentions that directly predict volitional actions.^[10] This model underscores attitudes' predictive power in domains like health decisions and environmental behaviors, though actual change in attitudes remains a persistent challenge influenced by persuasion and social factors.

Philosophical perspectives

In philosophy, attitudes are primarily understood as propositional attitudes, which are mental states directed toward propositions, such as believing that it will rain, desiring that it rains, or hoping that it rains. This concept was introduced by Bertrand Russell in his 1918 lectures on logical atomism, where he analyzed how such attitudes relate to the structure of propositions and truth, distinguishing them from the propositions themselves as objects of judgment. Analytic philosophy has since expanded this framework, treating propositional attitudes as central to theories of mind, language, and intentionality, with attitudes serving as the psychological relations that connect agents to abstract contents.^[11] A key distinction in philosophical discussions is between attitudes and beliefs specifically: beliefs are truth-aimed attitudes, committed to the proposition's accuracy, whereas attitudes encompass a broader range of mental states that may not prioritize truth, such as doubts or wishes.^[12] Attitudes are further categorized as doxastic (belief-like, involving acceptance or rejection of a proposition's truth, such as belief or disbelief) or non-doxastic (not truth-committing, such as desires or imaginings, which represent possibilities without epistemic endorsement).^[13] This dichotomy highlights how doxastic attitudes align with epistemic norms, aiming for justification and truth, while non-doxastic ones relate more to practical or motivational dimensions of the mind.^[13] The roots of attitudes as directed mental states trace to Franz Brentano's theory of intentionality in his 1874 Psychology from an Empirical Standpoint, where he posited that every mental phenomenon includes a directedness toward an object, unifying presentations, judgments, and emotions under intentional acts.^[14] Brentano's view influenced subsequent philosophy of mind by emphasizing that attitudes are inherently relational, bridging the mental and the intentional object, whether existent or ideal.^[14] In contemporary analytic philosophy, Timothy Williamson has advanced this by arguing that knowledge itself is a distinct mental state, a factive attitude stronger than mere belief, irreducible to belief plus justification, and central to explaining cognitive architecture.^[15] Philosophically, attitudes carry ethical implications, particularly in virtue ethics, where Aristotle in the Nicomachean Ethics describes moral virtues as hexeis—stable dispositions or attitudes toward actions and emotions that enable one to choose the mean between excess and deficiency, fostering ethical character through habitual orientation toward the good.^[16] This conception of hexis prefigures modern views of attitudes as enduring stances that shape moral agency, distinct from transient feelings.^[16] Examples of epistemic attitudes include suspension of judgment, a non-doxastic stance advocated in Pyrrhonian skepticism by Sextus Empiricus, where one withholds belief in the face of equipollent arguments to achieve tranquility, avoiding dogmatic commitment to unresolvable propositions.^[17] This attitude exemplifies how philosophical attitudes can serve as regulative ideals in epistemology, balancing inquiry with epistemic humility.^[17]

Science and engineering

Geometric and physical orientation

In physics and engineering, attitude refers to the absolute orientation of a rigid body in three-dimensional space relative to a specified reference frame, distinct from its position or linear motion. This concept is fundamental in rigid body dynamics, where the attitude describes how the body's local coordinate system aligns with an inertial or global frame, often parameterized to capture rotational degrees of freedom.^[18] The mathematical representation of attitude typically employs rotation matrices, Euler angles, or quaternions to quantify this orientation. A rotation matrix is a 3×3 orthogonal matrix with determinant 1 that transforms vectors from the body frame to the reference frame, ensuring preservation of lengths and angles. Euler angles represent attitude as three sequential rotations about specific axes (e.g., yaw, pitch, roll), while quaternions use a four-dimensional vector to avoid singularities and provide a compact, singularity-free description. Euler's rotation theorem, proved in 1775, states that any displacement of a rigid body with one fixed point can be expressed as a single rotation about some axis, providing the theoretical foundation for these representations. Quaternions for rotations were formalized by William Rowan Hamilton in 1843, extending complex numbers to four dimensions for efficient attitude parameterization. Earlier work by Leonhard Euler in 1765 laid the groundwork in rigid body mechanics by deriving equations of motion that incorporate rotational dynamics.^[19] Key concepts in attitude include the distinction between attitude determination—estimating the current orientation using sensors like gyroscopes or star trackers—and attitude control, which adjusts orientation but is addressed separately in engineering contexts. In rigid body dynamics, attitude significantly influences stability; for instance, Euler angles suffer from gimbal lock, a singularity where two rotation axes align, reducing the effective degrees of freedom from three to two and complicating computations near certain orientations (e.g., when pitch approaches ±90°). This issue arises because Euler angles parameterize the special orthogonal group SO(3) with three parameters, leading to topological limitations, whereas quaternions project onto the double-covering group SU(2) to mitigate such problems.^[20]^[21] Applications of attitude concepts span navigation, robotics, and orbital mechanics. In satellite systems, attitude ensures precise pointing for instruments or antennas, as orbital stability depends on maintaining orientation against disturbances like gravitational gradients or solar radiation pressure. For example, spacecraft attitude is critical in orbital mechanics to align solar panels or communication links with Earth. In robotics, attitude estimation contributes to pose determination, fusing inertial and vision data to track a robot's orientation for tasks like manipulation or autonomous navigation. Recent advancements as of 2025 include machine learning-based attitude estimation in lunar landers under NASA's Commercial Lunar Payload Services program.^[20]^[22]^[23]

Control systems and technology

Attitude control refers to the process of orienting a spacecraft, aircraft, or vehicle to a desired position relative to a reference frame, typically using a combination of sensors, actuators, and control algorithms to maintain stability and achieve mission objectives.^[20] In spacecraft engineering, this is critical for tasks such as pointing scientific instruments, antennas, or solar panels accurately while countering external disturbances.^[24] Key technologies for attitude determination include sensors like gyroscopes, which measure angular rates; star trackers, which identify star positions for precise orientation; and sun sensors, which detect the sun's direction for coarse attitude knowledge.^[25] Actuators commonly used for control encompass reaction wheels, which store angular momentum to rotate the vehicle without expending propellant; thrusters, which provide impulsive torques via chemical propulsion; and magnetic torquers, which interact with Earth's magnetic field for fine adjustments in low-Earth orbit.^[26] Algorithms for attitude estimation and control often rely on Kalman filtering, which fuses sensor data to produce optimal estimates of the vehicle's orientation by accounting for noise and uncertainties, as demonstrated in early applications like the QUEST model for vector measurements.^[27] Proportional-integral-derivative (PID) controllers are widely employed for stabilization, computing corrective torques based on attitude errors, their rates, and accumulated deviations to ensure smooth tracking and damping of oscillations.^[28] Historical milestones trace back to the 1940s with the V-2 rocket, which incorporated the first operational attitude control using gyroscopes and graphite vanes in the exhaust for steering during powered flight.^[29] Modern examples include CubeSats, where compact ADCS enable precise pointing for Earth observation using integrated magnetometers and reaction wheels, as seen in missions like those supported by UNOOSA's KiboCUBE program since 2015.^[26]^[30] The Perseverance Mars rover, landing in 2021, utilized a powered descent guidance and control system with attitude commanders and thruster allocation to orient during entry, descent, and landing, achieving a landing accuracy of approximately 5 meters.^[31] As of 2025, similar systems have been employed in the European Space Agency's Juice mission, launched in 2023, for precise orientation during its journey to the Jovian moons.^[32] Challenges in attitude control arise from environmental torque disturbances, such as gravity gradients that induce rotation due to varying gravitational pull on non-spherical spacecraft, or solar radiation pressure exerting uneven forces on asymmetric surfaces.^[20] Solutions include momentum dumping, where accumulated angular momentum in reaction wheels is periodically offloaded using thrusters or magnetic torquers to prevent saturation and maintain long-term stability.^[33]

Arts and entertainment

Music works

In music, "Attitude" and its variants have been used as titles for several albums and songs across genres, often evoking themes of defiance, self-assurance, and personal resolve. These works span rock, metal, and country, with lyrics frequently exploring rebellion against conformity or the unyielding nature of one's mindset.^[34]^[35] Among albums, Bad Attitude stands out as a 1984 hard rock release by Meat Loaf, recorded in England and featuring contributions from songwriter Jim Steinman, including re-recorded tracks like "Nowhere Fast" and a duet with The Who’s Roger Daltrey on the title song. The album blends arena rock anthems with Southern influences, reflecting Meat Loaf's attempt to revitalize his career post-Bat Out of Hell, though it received mixed reviews for its eclectic style.^[36]^[37] Notable songs include Metallica's "Attitude," a track from their 1997 album Reload, co-written by James Hetfield and Lars Ulrich. Clocking in at 5:16, it channels themes of insatiable hunger and instinctive aggression through heavy riffs and lyrics like "Born into attitude, asleep at the wheel," embodying the band's thrash metal edge amid Reload's more experimental sound. The song underscores rebellion as an innate force, aligning with Metallica's high-impact output that year, as Reload debuted at No. 1 on the Billboard 200.^[38]^[34] In country music, Hank Williams Jr.'s "Attitude Adjustment" from the 1984 album Major Moves became a signature hit, peaking at No. 5 on the Billboard Hot Country Singles chart. Written by Williams himself, the 2:54 track humorously narrates scenarios of personal reckoning—such as bar fights resolved by a priest or lover's intervention—to convey confidence in overcoming flaws through external nudges, capturing the outlaw country's blend of bravado and introspection.^[35]^[39] The Kinks contributed to this motif with their 1979 song "Attitude" from the album Low Budget, a raw rock number critiquing superficial rebellion and class snobbery amid economic hardship, with Ray Davies' lyrics decrying "full of attitude" posers. Performed live into the 1980s, it exemplifies the band's satirical take on societal attitudes during their late-1970s resurgence.^[40]^[41] Guns N' Roses recorded a punk-infused cover of the Misfits' "Attitude" for their 1993 covers album The Spaghetti Incident?, with bassist Duff McKagan on lead vocals delivering a snarling rendition of Glenn Danzig's 1978 original about youthful insolence and anti-authority swagger. Frequently played live in tours through 2025, it highlights the band's enduring rebellious spirit.^[42]^[43]

Film, television, and other media

In television, Attitude is a New Zealand lifestyle series that premiered in 2005 and continues to air, centering on the experiences, achievements, and challenges faced by people with disabilities and their caregivers. The program features high-energy profiles of individuals navigating daily life, sports, relationships, and advocacy, aiming to shift public perceptions through authentic storytelling and positive representation. Produced by the Attitude Foundation and broadcast on TVNZ, it has earned acclaim for promoting inclusion and has run for multiple seasons, with episodes available internationally via YouTube.^[44]^[45] Films titled Attitude or prominently featuring the term often delve into social issues and personal resilience. Another example is the 2014 fan-made short Teenagers with Attitude, a reimagining of the Power Rangers franchise directed by independent creators, which explores themes of youthful rebellion and teamwork among teen heroes confronting evil, receiving niche praise within sci-fi communities for its enthusiastic homage.^[46]^[47] In other media, the 1999 video game WWF Attitude, developed by Acclaim Entertainment for platforms including PlayStation and Nintendo 64, is an action-oriented professional wrestling title inspired by the World Wrestling Federation's "Attitude Era," featuring a roster of over 35 superstars like Stone Cold Steve Austin and The Rock, along with customizable characters and arcade-style matches. It captured the era's rebellious, high-stakes energy but drew criticism for clunky controls, achieving moderate commercial success with sales exceeding 1 million units across consoles.^[48] Recent web series like What's the Disabili-TEA, launched in 2022 by Attitude Pictures, blend queer and disability narratives through interviews and stories, focusing on intersectional attitudes toward identity and rebellion against stigma; hosted by figures like Becki Moss, it has been noted for fostering community dialogue on underrepresented voices.^[49] Podcasts titled Attitude frequently examine queer culture and social rebellion. The Attitude Heroes series, produced by British LGBTQ+ magazine Attitude in 2017, features in-depth interviews with influential figures in entertainment and activism, such as actors and athletes, highlighting their defiant attitudes in overcoming societal barriers; sponsored by the GREAT Britain campaign, it has garnered positive reception for its inspirational tone and global reach via streaming platforms.^[50]

Society and culture

In colloquial usage, "attitude" refers to a confident, often defiant or sassy demeanor or body language, encompassing both mental outlook and physical posture. This informal sense includes expressions like "striking an attitude," which denotes adopting a dramatic or affected pose to convey emotion or emphasis, a practice rooted in theatrical and artistic traditions.^[51]^[52] By the mid-20th century, the term evolved to imply antagonistic or uncooperative behavior in slang, often signaling boldness or cheekiness in social interactions.^[51] The word entered English in the 1660s from French "attitude," originally meaning a posture or disposition in art and sculpture, influenced by Italian roots denoting fitness or posture.^[51] It gained traction as slang for a "cool" or sassy vibe in the 20th century, particularly in American English, where it described a spirited, self-assured manner that challenged norms.^[4] In sociological contexts, attitudes function as shared group norms that shape conformity and resistance within subcultures; for instance, punk culture embodies an "attitude" of anti-authoritarianism and non-conformity, rejecting mainstream values through rebellious style and ethos.^[53] Similarly, in hip-hop, "attitude" often highlights gender dynamics, with women artists like Queen Latifah pioneering empowered, defiant personas that subvert traditional roles and assert resilience against objectification.^[54]^[55] Positive examples include the "can-do attitude," a motivational mindset emphasizing proactive confidence and determination to overcome obstacles, originating as a U.S. idiom for eager initiative in professional and personal spheres.^[56] Conversely, a "bad attitude" carries negative connotations in workplace discipline, denoting persistent negativity, uncooperativeness, or disrespect that disrupts team dynamics and productivity.^[57] In modern social media, "attitude quotes" proliferate for inspiration, promoting self-empowerment through phrases that encourage bold outlooks. Post-2020, amid the COVID-19 pandemic, discussions on mental health have reframed attitudes toward resilience, viewing them as adaptive mindsets that foster coping and recovery from collective trauma.^[58]^[59]

Publications and brands

Attitude is a British gay lifestyle magazine launched in March 1994 by Northern & Shell, focusing on fashion, news, entertainment, and issues relevant to the LGBTQ+ community, and it has grown to become the best-selling gay magazine in the UK and Europe, with a global readership through both print and digital formats.^[60] Owned by Stream Publishing since 2017, the magazine features interviews with celebrities, coverage of LGBTQ+ rights, and cultural content, and it maintains an active digital presence with downloadable issues available in over 120 countries. It continues to host annual Attitude Awards, with the 2025 edition recognizing achievements in LGBTQ+ culture.^[61]^[60] The publication has played a significant role in LGBTQ+ advocacy, notably through the Attitude Magazine Foundation established in 2018, which supports community initiatives, provides direct assistance, and amplifies voices needing visibility within the LGBTQ+ space; since founding in summer 2018, it has raised and distributed more than £250,000 for good causes.^[62]^[60] In the realm of books, Attitude Reconstruction: A Blueprint for Building a Better Life, written by psychotherapist Jude Bijou and published in 2011 by Riviera Press, is a self-help title that integrates psychology and spiritual principles to address emotions like sadness, anger, and fear, offering practical exercises to foster joy, love, and peace.^[63] The book, which won a 2011 Foreword INDIES Book of the Year Award, emphasizes behavioral reconstruction through attitudes and has been praised for its actionable strategies in personal development.^[63] Commercial brands bearing the name Attitude include a Canadian eco-friendly line of cleaning and personal care products founded in 2006, initially starting with surface cleaners made from plant- and mineral-based ingredients, and now offering vegan, EWG-verified items such as all-purpose cleaners and dishwashing liquids that prioritize biodegradability and non-toxicity.^[64] This brand, known for its hypoallergenic and cruelty-free formulations, has expanded to include baby care and body products, emphasizing environmental sustainability through partnerships like PETA certification.^[65] In the fashion sector, Attitude Clothing, established in the UK in 1996, is an alternative apparel brand specializing in gothic, punk, and streetwear styles for men and women, including hoodies, joggers, and graphic tees that promote bold, urban aesthetics.^[66] Another example is Attitude Inc., a UK-based retailer launched in 2011, curating streetwear, skateboarding gear, and sneakers from global designers to cater to youth subcultures.^[67] Other uses of Attitude in publications include recurring column-style features within the magazine itself, such as editorial letters and opinion pieces addressing LGBTQ+ topics like discrimination and community support, which contribute to ongoing discourse without forming standalone newspaper syndications.^[68]

References

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About - Attitude
Launched in March 1994, Attitude is the best-selling gay magazine in the UK and Europe and the world's biggest LGBTQ media brand.
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The Attitude Magazine Foundation, founded in 2018, is for the LGBTQ community, by the LGBTQ community, to support the community and help members lead happy ...
[65]
Attitude Reconstruction (2011 Foreword INDIES Winner)
A Blueprint for Building a Better Life ... How to go from sadness, anger, and fear to joy, love, and peace in less than five minutes a day. Share.
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https://www.attitudeclothing.co.uk/
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ATTITUDE | Vegan & Clean Products
3.2 15 · Free delivery over $68.99Vegan & EWG Verified products that we make better for our health and the environment. Discover them now.Cleaning Products · Hair Products for Colored Hair · Hair Products for Oily Hair
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Attitude Clothing: Alternative Clothing | Alternative Fashion | Gothic ...
We've been rocking the alternative clothing scene since 1996, making a name for ourselves as the UK's original online retailer of men's gothic clothing.About Us · Alternative Clothing Sale · Women's Alternative Fashion · Gothic Dresses
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Skateboarding, Sneakers & Streetwear here at Attitude
Established in 2010, Attitude is the top UK destination for the best in Skateboarding, Sneakers and Streetwear. Shop our range of established and exclusive ...
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Column Archives - Attitude
Culture Sexuality. Letter from the Editor: 'The old adage about sticks and stones isn't true – words really can hurt us'. LGBTQ people must fight hateful ...