The property of attitude that involves the positive or negative direction of the attitude is known as:

The correct answer is 'Valence'

Key Points

• Valence:
  • Valence is a fundamental property of attitudes that indicates their positive or negative direction.
  • This directionality means that an attitude can be favorable or unfavorable towards an object, person, event, or issue.
  • Understanding the valence of an attitude helps in predicting behavioral intentions and emotional responses.

Additional Information

• Strength:
  • Strength refers to how strongly an attitude is held.
  • Stronger attitudes are more likely to influence behavior and are more resistant to change.
• Stability:
  • Stability indicates how consistent an attitude remains over time.
  • Stable attitudes are less likely to change and are more reliable predictors of behavior.
• Accessibility:
  • Accessibility measures how easily an attitude can be recalled from memory.
  • More accessible attitudes are quicker to come to mind and can more readily influence thoughts and actions.