Katz's Attitude Scale

Katz's Attitude Scale is a psychological tool that assesses people's attitudes by identifying the underlying reasons for their feelings toward a subject. It proposes that attitudes serve different functions: the knowledge function provides understanding, the ego-defensive function protects self-esteem, the value-expressive function communicates personal values, and the utilitarian function is based on practical benefits. By analyzing these dimensions, researchers can better understand why individuals hold specific beliefs or preferences, contributing to fields like marketing, social psychology, and political behavior. Essentially, it helps to unravel the complex motivations behind our opinions and behaviors.