One’s view toward a person, object, or concept; can be positive, negative, neutral, or ambivalent (a simultaneous positive and negative bias toward the same attitude object).
Example: We were studying people’s attitudes concerning race, and found that few people are willing to admit the biases they hold.
Grinnell, R. (2008). Attitude. Psych Central. Retrieved on February 9, 2016, from http://psychcentral.com/encyclopedia/attitude/