the attitude
             concept. (Allen 301-15) This means that the overall evaluation is also dependent upon the accumulation of certain aspects of the attitude concept.
             Thurstone introduced one of the earliest definitions of attitude in 1931. He viewed attitude as a fairly simple concept – the amount of affect a person has for or against an object. A few years later, Allport proposed a much broader definition: "Attitude is a mental and neural state of readiness to respond, organized through experience, and exerting a directive and/or dynamic influence on behavior." (Lutz 234-5)
             Today, most researchers agree that the simple concept of an attitude proposed by Thurstone and Fishbein is the most useful. That is, attitude represents a person's favorable or unfavorable feelings toward the object in question. For ex
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