attitude - prreseatioan

8/8/2019 Attitude - Prreseatioan

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ATTITUDEATTITUDE

Attitude is predisposition to respond in a

positive or negative way to some one or some

thing in an environment

Attitude is defined as a mental pre disposition

to act that is expressed by evaluating a

particular entity with some degree of favor ordisfavor. Individuals generally have attitudes

that focus on objects , people or institutions


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Attitudes

1. Are related to feeling and belief of the

people

2. Attitude responds to persons, objects or

events

3. Attitudes affects behavior either positively

or negatively

4. Attitudes undergo changes


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Attitudes

have an emotional charge + or

occur within a situation can not be measured directly

are learned

not temporary - more or less enduring


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Copyright 1999 by Harcourt Brace & Company

All Rights Reserved

COMPONENTSOF AN ATTITUDECOMPONENTSOF AN ATTITUDE

1. Cognition : consists of- cause and effectbeliefs -expectations - experience

2. Affective : feeling with respect to focal

objects such as fear liking or anger3. Behavioral intentions: are our goals ,aspirations and our expected responses tothe object

4. Evaluation : are the central components ofattitudes. It consists of imputation of somedegree of goodness or badness to an object


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Attitudes characteristics

Attitudes affect behavior

Attitudes are invisible Attitudes are acquired

Attitudes are pervasive out come of

socialization


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Sources of attitudes

Direct personal experience

Association Social learning


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Formation of attitudes

Psychological factors

F

amily factors Social factors

Organizational factors

Economic factors Political factors


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Measurement of attitudes

Thurston attitude scale

likerts scale Opinion surveys

Interviews


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Types of attitudes

Job satisfaction

Job involvement Organizational commitment


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Job satisfaction

Definition: refers to a collection of feelings that

an individual holds toward his or her job. A high level of job satisfaction equals positive

attitudes toward the job and vice versa.

Employee attitudes and job satisfaction are

frequently used interchangeably. Often when people speak of employee attitudes

they mean employee job satisfaction


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Job satisfaction

Job satisfaction is an individuals generalattitude toward his/her job.

Jobs require interaction with co-workers andbosses, following organizational rules and

policies, meeting performance standards,living with working conditions that are oftenless than ideal, and the like. This means thatan employees assessment of how satisfied

or dissatisfied he or she is with his/her job isa complex summation of a number of discrete job elements.


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Job involvement

Definition: the measure of the degree to which a

person identifies psychologically with his/her

job and considers his/her perceived performance

level important to self-worth. High levels of job involvement are thought to

result in fewer absences and lower resignation

rates.

Job involvement more consistently predicts

turnover than absenteeism


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Organizational commitment

Definition: A state in which an employeeidentifies with a particular organizationand its goals,

Affective Commitment emotionalattachment to the organization and beliefin its values,

Continuance Commitment value ofremaining with an organization comparedto alternatives.


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Organizational commitment

NormativeCommitment obligation to remainwith the organization for moral or ethical reasons.

Research evidence demonstrates negativerelationships between organizational commitmentand both absenteeism and turnover.

An individuals level of organizationalcommitment is a better indicator of turnover than

the far more frequently used job satisfactionpredictor because it is a more global and enduringresponse to the organization as a whole than is jobsatisfaction.


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How Consistent Are Attitudes People sometimes change what they say so it does

not contradict what they do.

Research has generally concluded that people seekconsistency among their attitudes and between their

attitudes and their behavior. Individuals seek to reconcile divergent attitudes and

align their attitudes and behavior so they appearrational and consistent.

When there is an inconsistency, forces are initiatedto return the individual to an equilibrium statewhere attitudes and behavior are again consistent,by altering either the attitudes or the behavior, or bydeveloping a rationalization for the discrepancy


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cognitive dissonance theory

Leon Festinger, in the late 1950s, proposed the theory ofcognitive dissonance, seeking to explain the linkage

between attitudes and behavior. He argued that any form ofinconsistency is uncomfortable and that individuals willattempt to reduce the dissonance.

Dissonance means an inconsistency.

Cognitive dissonance refers to any incompatibility that an

individual might perceive between two or more of his/herattitudes, or between his/her behavior and attitudes.

No individual can not completely avoid dissonance.


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dissonance would be determined by

Importance: If the elements creating thedissonance are relatively unimportant, the

pressure to correct this imbalance will be low. Influence: If the dissonance is perceived as an

uncontrollable result, they are less likely to bereceptive to attitude change. While dissonance

exists, it can be rationalized and justified. Rewards: The inherent tension in high

dissonance tends to be reduced with highrewards


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Attitude behavior relationship Importance of the attitude

Specificity of the attitude

Accessibility

Social Pressures

Direct experience with the attitude


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S

elf-perception Theory Researchers have achieved still higher correlations by pursuing

whether or not behavior influences attitudes.

Self-perception theory argues that attitudes are used tomake sense out of an action that has already occurredrather than devices that precede and guide action.Example: Ive had this job for 10 years; no one has forcedme to stay, so I must like it!

Contrary to cognitive dissonance theory, attitudes are justcasual verbal statements; they tend to create plausible

answers for what has already occurred. While the traditional attitude-behavior relationship is

generally positive, the behavior-attitude relationship isstronger particularly when attitudes are vague andambiguous or little thought has been given to it previously

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