Download - Attitude
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ATTITUDE
EVALUATIVE STATEMENTS EITHER FAVOURABLE OR UNFAVORABLE CONCERNING
OBJECTS, EVENTS OR PEOPLE.
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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.
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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 .
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ATTITUDES ARE MADE UP OF THREE COMPONENTS
COGNITIVE
AFFECTIVE
BEHAVIORAL
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INFORMATION OR
COGNITIVE COMPONENT
AFFECTIVEOR
EMOTIONALCOMPONENT
BEHAVIORALCOMPONENT
ATTITUDE
COMPONENTS OF AN ATTITUDE
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COGNITIVE COMPONENT
IT IS MADE UP OF VALUE STATEMENT.
E.G.-‘DISCRIMINATION IS WRONG’
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AFFECTIVE COMPONENT
IT IS THE EMOTIONAL OR FEELING SEGMENT OF AN ATTITUDE.E.G.-‘I DON’T LIKE RAM BECAUSE HE DISCRIMINATES AGAINST MINORITIES’
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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’
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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.
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FORMATION OR SOURCES OF ATTITUDES
Direct experience with object.
Vicarious learning.
Classical conditioning.
Family and peer group.
Economic status and occupation.
Mass communication.
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TYPES OF ATTITUDESIN RELATION TO O.B
JOB SATISFACTION
JOBINVOLVEMENT
ORG.COMMITMENT
ATTITUDE
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JOB SATISFACTION
General attitude or feelings of a individual towards his job.
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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.
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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.
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THEORIES OF ATTITUDE FORMATION
COGNITIVE DISSONANCE THEORY.
MEASURING A-B RELATIONSHIP THEORY.
SELF-PERCEPTION THEORY.
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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
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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
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Self-Perception Theory
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Functions of Attitude
Adjustment
Ego-defence
Expressive
knowledge