態度是指個體衡量外在的人、事、物之後，所產生的情感性反應，此反應並將生成個體的行為傾向。態度包含三個要素，分別為：認知要素(cognitive component)、情感要素(affective component)、以及行為要素(behavioral component)，以下將比較認知要素與情感要素之異同。
- 本質：認知要素為資訊處理的過程，而情感要素則是個體的好惡與感覺。
- 觀點：認知要素較為客觀、理性，而情感要素較為主觀、非理性。
- 特性：認知要素在態度形成的過程中，具有前導性，而情感要素則是認知後所產生的結果。
- 相同點：認知與情感均是態度的構成要素，並影響個體的行為。
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