Attitude

Attitude

Definition  An

attitude 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  Attitude

are 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 

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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  Many

institution 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.  Job

satisfaction 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

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