A detailed presentation on Attitude

7/31/2019 A detailed presentation on Attitude

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ATTITUDEBY PRATEEK DEEP


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Definition

An attitude is a predisposition to respond in apositive or negative way to someone or

something in ones environment.


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Characteristics

1. It refers to feelings & beliefs of individuals or groupsof individuals.

2. The feelings & beliefs are directed towards otherpeople, objects or ideas.

3. It constitute a psychological phenomenon whichcannot be directle observed.

4. It often result in and affect the behaviour or actions ofthe people. It can often lead to intended behaviour ifthere are no external interventions.

5. They are greatly acquired over a period of time.

6. It may be unconsciously held.


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Attitudes, Beliefs, Values

Attitudes can be defined as providing a state ofreadiness or tendency to respond in a particularway.

Beliefsare concerned with what is known aboutthe world, they centre on what is in reality.

Values are concerned with what should be andwhat is desirable.


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Difference between Values &

Attitudes

Values representjudgement of what oughtto be. This judgement isbasic to respond in a

given way.

A value represents singlebelief that guides actions& judgement acrossobjects and situation.

Values are derived fromsocial and cultural mores.

Attitudes representpredispositions torespond.

An attitude representsseveral beliefs focussedon a specific object orsituation.

Attitudes are derivedfrom personalexperiences.


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Types of attitude in organizational

setting

1. Job satisfaction

2. Job involvement.

3. Organizational commitment.


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Components of Attitude

INFORMATIONAL

OR

COGNITIVE

COMPONENT

AFFECTIVE

OR

EMOTIONAL

COMPONENT

BEHAVIORAL

COMPONENT

ATTITUDE

ATTITUDE OBJECT


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Sources of Attitude

1. Direct personal experience.2. Association.

3. Social learning

4. Institutional factors.5. Mass media.

6. Economic status and occupations.


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Functions of Attitude

Depending on motives, attitudes serve four mainfunctions.

Knowledge.- To provide a basis for interpretation &classification of new information.

Expressive.- Attitudes are means of expression ofvalues.

Instrumental.- Attitudes towards other people areheld owing to past experiences.

Ego defensive.- Attitudes may be held in order toprotect the ego from an undesirable truth or reality.


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Changing of Attitudes

Attitudes can be changed by changing any one ormore of :

1. Providing new information & ideas.

2. Use of group pressure.3. Influence of friends.

4. Organizational changes.

5. Use of coercive tactics or fear.


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Measurement of Attitude

1. Thurston Attitude Scale.2. Likerts scale.

3. Opinion surveys.

4. Interviews.


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Documents

A detailed presentation on Attitude