Final answer:
The affective component represents a positive or negative evaluation of the attitude object.
Step-by-step explanation:
The component of attitudes that represents a positive or negative evaluation of the attitude object is: c) Feelings. Feelings, in the context of attitudes, refer to the emotional aspect of an individual's response to an attitude object. It involves the emotional reactions, sentiments, or affective responses associated with the particular attitude. When individuals form attitudes, their feelings toward the object can be positive, negative, or neutral. Attitudes are generally comprised of three components: cognitive (beliefs and thoughts), affective (feelings and emotions), and behavioral (intention to act). While beliefs (option e) and perceptions (option d) are more aligned with the cognitive component, feelings specifically capture the emotional dimension. For instance, if an individual has a positive feeling toward a particular brand, it might be associated with emotions such as joy, satisfaction, or happiness. On the contrary, negative feelings may be linked to emotions like disappointment, frustration, or anger. Understanding the feelings component of attitudes is crucial in predicting and influencing individuals' behaviors and decisions, as emotions play a significant role in shaping human responses to various objects, ideas, or situations.