The value and applications of attitude theories in China's higher education

Attitude influences motivation and it may also explain or predict our behaviours. This paper examines the key debates on attitude research. First, attitude is difficult to measure or to predict due to individual differences. Second, attitude is the side product of social interactions, however, the sum of individual attitude is not equal to social representation. Data collection was accomplished through participant observation and focus groups. The authors of this paper engaged college students in the discussion on their attitudes towards study. As a result, this paper concludes that college students' attitudes toward study is influened by both individual experiences and social contexts. These two factors cross fertilise each other yet play different roles in students' interpretations of why study is important.