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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