ATTITUDESATTITUDES

An attitude is an individual’s enduring, An attitude is an individual’s enduring, perceptual, knowledge based, evaluative and perceptual, knowledge based, evaluative and

action oriented process with respect to an action oriented process with respect to an object or phenomenon. object or phenomenon.

• Attitudes are a person’s feelings about objects, activities, events and other people

• Attitudes are evaluative statements either favorable or unfavorable concerning objects, people or events

COMPONENTS OF ATTITDESCOMPONENTS OF ATTITDES

• COGNITIVE COMPONENT

• AFFECTIVE COMPONENT

• BEHAVIORAL COMPONENT

ATTITUDES HAVE ATTITUDES HAVE DIRECTION AND DIRECTION AND

INTENSITYINTENSITY

SOURCES OF ATTITUDESSOURCES OF ATTITUDES

• Like values attitudes are acquired from parents, teachers and peer group members

• People imitate the attitudes of popular individuals or those they admire and respect

• In contrast to values attitudes are less stable

TYPES OF ATTITUDESTYPES OF ATTITUDES

• Job satisfaction

• Job involvement

• Organizational commitment

ATTITUDES AND CONSISTENCYATTITUDES AND CONSISTENCY

• People seek consistency among their attitudes and between their attitudes and behavior

COGNITIVE DISSONANCE COGNITIVE DISSONANCE THEORY ( By Leon Festinger )THEORY ( By Leon Festinger )

Any form of inconsistency is uncomfortable and that individuals will attempt to reduce the dissonance and hence discomfort. Therefore, individuals will seek a stable state where there a is minimum of dissonance.

YOUR ATTITUDE DETERMINES YOUR ATTITUDE DETERMINES YOUR ALTITUDEYOUR ALTITUDE