ATTITUDE

EVALUATIVE STATEMENTS EITHER FAVOURABLE OR UNFAVORABLE CONCERNING

OBJECTS, EVENTS OR PEOPLE.

ACCORDING TO KATZ AND SCOTLAND

‘ATTITUDE IS A TENDENCY OR A PREDISPOSITION TO EVALUATE AN OBJECT OR SYMBOL OF THAT OBJECT IN A CERTAIN WAY.

ACCORDING TO G.W.ALLPORT

ATTITUDE IS A MENTAL OR NEUTRAL STATE OF READINESS ,ORGANISED THROUGH EXPERIENCE, EXERTING A DIRECTIVE OR DYNAMIC UPON THE INDIVIDUAL’S RESPONSE .

ATTITUDES ARE MADE UP OF THREE COMPONENTS

COGNITIVE

AFFECTIVE

BEHAVIORAL

INFORMATION OR

COGNITIVE COMPONENT

AFFECTIVEOR

EMOTIONALCOMPONENT

BEHAVIORALCOMPONENT

ATTITUDE

COMPONENTS OF AN ATTITUDE

COGNITIVE COMPONENT

IT IS MADE UP OF VALUE STATEMENT.

E.G.-‘DISCRIMINATION IS WRONG’

AFFECTIVE COMPONENT

IT IS THE EMOTIONAL OR FEELING SEGMENT OF AN ATTITUDE.E.G.-‘I DON’T LIKE RAM BECAUSE HE DISCRIMINATES AGAINST MINORITIES’

BEHAVIORAL COMPONENT

IT IS AN INTENTION TO BEHAVE IN A CERTAIN WAY TOWARD SOMEONE OR SOMETHINGE.G.-‘I MIGHT CHOOSE TO AVOID RAM BECAUSE OF MY FEELING ABOUT HIM’

FEATURES / CHARACTERISTICS

REFERS TO FEELINGS OR BELIEFS OF AN INDIVIDUAL.TEND TO RESULT IN BEHAVIOR.ATTITUDE CAN FALL ANYWHERE ALONG A CONTINUUM FROM VERY FAVOURABLE TO VERY UNFAVORABLE.ARE GRADUALLY ACQUIRED OVER A PERIOD OF TIME.ALL PEOPLE IRRESPECTIVE OF THEIR STATUS AND INTELLIGENCE HOLD ATTITUDES.CONSTITUTE A PSYCHOLOGICAL PHENOMENA WHICH CANNOT BE DIRECTLY OBSERVED.

FORMATION OR SOURCES OF ATTITUDES

Direct experience with object.

Vicarious learning.

Classical conditioning.

Family and peer group.

Economic status and occupation.

Mass communication.

TYPES OF ATTITUDESIN RELATION TO O.B

JOB SATISFACTION

JOBINVOLVEMENT

ORG.COMMITMENT

ATTITUDE

JOB SATISFACTION

General attitude or feelings of a individual towards his job.

JOB INVOLVEMENT

It measures the degree to which a person identifies psychologically with his or her job and considers his or her perceived performance level important to self worth.

ORGANIZATIONAL COMMITMENT

Is a state in which an employee identifies with one’s employing organization and its goals and wishes to maintain membership in the organisation.

THEORIES OF ATTITUDE FORMATION

COGNITIVE DISSONANCE THEORY.

MEASURING A-B RELATIONSHIP THEORY.

SELF-PERCEPTION THEORY.

The Theory of Cognitive Dissonance

Desire to reduce dissonance

• Importance of elements creating dissonance

• Degree of individual influence over elements

• Rewards involved in dissonance

Desire to reduce dissonance

• Importance of elements creating dissonance

• Degree of individual influence over elements

• Rewards involved in dissonance

Measuring the A-B Relationship

Recent research indicates that the attitudes (A) significantly predict behaviors (B) when moderating variables are taken into account.

Moderating Variables

• Importance of the attitude

• Specificity of the attitude

• Accessibility of the attitude

• Social pressures on the individual

• Direct experience with the attitude

Moderating Variables

• Importance of the attitude

• Specificity of the attitude

• Accessibility of the attitude

• Social pressures on the individual

• Direct experience with the attitude

Self-Perception Theory

Functions of Attitude

Adjustment

Ego-defence

Expressive

knowledge