Attitude

Definition

 Anattitude may be defined as a tendency to

react positively or negatively with regard to
the object.

 Attitude are for or against the things

Arousal of Attitude

 Positive
 Negative
Components of attitude

 Cognitive ( what I know?)

 Affective ( how I feel?)
 Conative ( How I behave?)
Attitude Formation

 Attitudeare basically learned . People are not

born with attitude rather they acquire them
through the process of learning.
Source of persons Attitude Formation.

 Personal experiences.
 Association.
 Family.
 Models.
 Institutional factor.
Personal experiences

 People form attitude by coming in direct

contact with the object.
– Through job experiences the develop attitude
about
 Salary
 Performance
 Job design
 Affiliation
 Management capabilities
Association

 People are highly influenced by the major group or

association to which they belong.
 Geographic region
 religion
 Educational background
 Sex
 Age
 Income class

 The nearer the group the stronger the stronger is the group
influence on the attitude of the individual.
Family

 Family is the primary group that an individual

belongs to . Family exerts influence on the
initial core of attitude held by the individual.
– Relation of Children & Parents
Children & Teacher
Models

 In a particular situation we see how another

person behaves . We correctly or incorrectly
interpret his behavior as representing certain
attitudes or beliefs.
– Children took their parents as models, they learn them by
watching whom their parents respect , whom they treat as
friends, and whom they dislike.
Institutional factor

 Manyinstitution function are sources and

support of our attitude and beliefs.
 Description of temple . Gives an idea as to the general
character of the religious attitude and beliefs.
Work Organization

 In organization the general meaning of

attitude is applied to work they perform
– WORK ATTITUDE REFLECT IN
- job satisfaction
- organizational commitment
Job satisfaction

 Primarily
concerned with the job or the work
undertake in the organization.
– Nature of job.
– The compensation a person gets.
– Behavior of superior and coworkers.
 Jobsatisfaction leads to improved performance and
retention of personnel in the organization.
Organizational Commitment

 Shows the relationship between the

individual and the organization .
 The stronger the relationship is the higher
the organizational commitment will be.
Organizational commitment indicates a
persons feeling with regard to-

 Continuing his/her relation with the

organization.
 Acceptance of values and goals of
organization.
 Willingness to help the organization in
achieving the goals.
3 Dimension of Organizational Commitment

 Affective commitment- emotional attachment

with the organization.
 Continuous commitment- continue because
of benefits.
 normative commitment- continue because it
is considered good to stay on.
Changing attitudes

 When the influence in a given direction

become relatively stronger then those in
opposite direction , the attitude will tend to
shift.
– Congruent changes
– Incongruent changes
Classification of attitude change

– Congruent changes
 Movement in same direction.
– Incongruent changes
 Change towards the other end.
Points to be kept in mind when a manager is trying
to change the attitude of the employee.

 Characteristics of communicator- status and

prestige of the manager.
 Method of communication- more convinced
not Biased
 Characteristics of target- commitment of the
target to initial attitude.
 Situational factor- if the situation is favorable
then there is less hesitation in changing the
attitude.
Thank You