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Presentation on
    Attitudes



PRESENTED BY:-
      BABASAB PATIL
What Is Attitude?
• The term attitude is being used quite frequently in describing people’s
  behavior.
• There are two senses in which it is used.
• One is in general terms, meaning the positive or negative orientation
  of a person.
• For e.g, when it is said that Mala has a positive attitude or hat Geeta
  has a negative attitude.
• However, this is not a correct usage of the term ‘ attitude’.
• Attitude always has a referent, i.e. an object towards which positive or
  negative orientation is implied.
Cont..
• Attitude is always ‘towards’ something.

• For e.g., you may say that Mohan has a positive attitude towards
   his organization. Although attitudes are generally affective (or
   emotional) in nature, they also have terms of acting or behaving
   on basis of that feeling. For e.g, my exposure, my job gives me
   enough knowledge about it.

• Then I develop a feeling for it (I like it or I do not like it). Finally,
   I act on the feeling- stay on in my job or quit it so generally
   attitudes lead to behavior.
Cont..
• Attitudes can also be defined as a multiplicative function of
  beliefs and values. A belief is an association between two
  cognitive elements.

• For e.g, if a person believes that not spacing out one’s children
  ( having children without enough gap between their births) is
  injurious to the mother’s health. If the person has a high value
  for the mother’s health,
Cont…
•      An attitude is a imaginary construct that represents an

individual's degree of like or dislike for something. Attitudes are

generally positive or negative views of a person, place, thing, or

event— this is often referred to as the attitude object.

 Attitude affects (influences, impacts) on behavior.

 Behavior affects (influences, impacts)on attitude.
Work Attitudes
• In relation to organization, the general meaning of attitude is
  applied to work. Work attitudes are reflected in job satisfaction
  and in organizational commitment.

• Job Satisfaction

• Job satisfaction includes various aspects- the nature of the job
  itself, the compensation a person gets by working on the job,
  growth opportunities for career advancement, the organizational
  climate, the behavior of the supervisor and coworkers and so on.
Cont..
• Job satisfaction can be increased by increasing role efficacy, by
  understanding a person’s needs and making sure that these needs
  are met in the work assigned to the person.

• Job satisfaction leads to improved performance and retention of
  personnel in the organization. Recruitment policies, placements
  practices, development schemes, etc. contribute to job satisfaction.
Organizational Commitment
• It is another aspect of work attitudes. While job satisfaction is
  primarily concerned with the job or the work a person undertakes in an
  organization, commitment shows the relationship between the
  individual and the organization. The stronger such a relationship is, the
  higher the organizational commitment will be.
• It has been suggested that organizational commitment is a critical
  aspect of work attitude.
• There are 3 dimensions of organizational commitment
1. Affective commitment
2. Continuous commitment
3. Normative commitment
Cont..
1. Affective commitment: a person’s emotional attachment to
   and identification with the organization.

2. Continuous commitment: based on the benefits the person
   see in continuing with the organization.

3. Normative commitment: the willingness of the person to
   continue with the organization because it is commonly
   considered a good thing to stat on.
Attitude Change


• Attitudes have 3 components-

• Cognitive (knowledge and understanding),

• Affective(feeling), and

• Conative (action).

• Attitudes change covers all 3 aspects. Several theories have
  been proposed for attitude change.
Reinforcement Theory
• Hovland et al. propounded one of the first major theories of
  attitude change, developed in the framework of Hull’s learning
  theory, and oriented towards the effects             of persuasive
  communication.

• According to this theory, changes in opinions can result in attitude
  change, depending on the presence or absence of rewards. The
  learning of new attitudes is not different in nature than any other
  verbal or motor skill, except that opinions relate to a single
  propositions, whereas other skills involve a series of propositions.
Cont..

• The acceptance of new opinion ( and hence attitude formation)
  is dependent upon the incentives that are offered in the
  communication.
Balance Theory
• Heider developed a balance theory of attitude change that was
  influenced by Gestalt principles. In Heider’s theory, when beliefs
  are unbalanced, stress is created and there is pressure to change
  attitudes. The two main          factors affecting balance are the
  sentiment(e.g., liking, approving, admiring) and unity(e.g.,
  similarity, proximity, membership) qualities of beliefs. Balance
  exists if the sentiment or unity between beliefs about events or
  people are equally positive or negative, imbalance occurs when
  they are dissimilar in nature.
Cognitive Consistency Theory
• Abelson and others developed theories of cognitive consistency.
  It suggests that people will try and maintain consistency among
  their beliefs and make changes(i.e., accept or reject ideas) when
  this does not occur.
• For e.g, if a college student who wants to live in a co-ed
  dormitory and also wants to get good grades is presented with fact
  that student who live in co- ed dorms get poor grades, the
  student will either reject this propositions or change his attitudes
  about co-ed dorms or good grades.
Cognitive Dissonance Theory
• Cognitive Consistency Theory proposes that people are
  motivated to change and act consistently with their beliefs,
  values,   and   perceptions   when    there   is   psychological
  inconsistency or disagreement between two pieces of
  information. The conflict between the inconsistent factors
  produces dissonance.

• The person begins to doubt previously held rationales, beliefs,
  or values. These doubts produce uncomfortable feelings and
  may interfere with the ability to act. The pros and cons of each
  factor are examined.
Cont..

• The resolution of the dissonance occurs when one factor is
  seen as more attractive than the other. Prior to the resolution of
  the dissonance, the dilemma between the conflicting factors
  prevents action.

• When dissonance is resolved, the person is better able to act in
  accordance    with    the   more    attractive   factor   because
  beliefs, values, and perceptions agree with the behavior.
Beliefs
Beliefs are assumptions or convictions hold as true about
  something, concept, or person.

Norms Of Beliefs

  a. Formal: Norms are official standards or laws that govern

              behavior.

  b. Informal: These norms are unwritten rules or standards

               that govern the behavior of group members
Values
• A value is a conception, explicit or implicit, distinctive of an
   individual or characteristic of a group, of the desirable which
   influences the selection from available modes, modes, means, and
   ends of action.
• In this definition, they emphasize the affective (desirable), cognitive
   (conception), and Conative (selection) elements as essential to the
   concept of value.
• Values represent basic conviction that a specific mode of conduct or
   end state of existence is personally or socially preferable to an
   opposite or converse mode of conduct or end state of existence.
Societal Values
• We shall take up four main Western conceptual frameworks of
  societal values and then see the values of the Indian society. Values
  do not operate singly. Several values interact with each other and
  value systems or value orientation are formed. Most conceptual
  frameworks propose such systems.
• Human- nature orientation. This mainly delve into ethical values,
  which fall in a conservatism- liberalism continuum. Values such as
  purification of mind, respect for individuals, containment of greed,
  self- restraint, integrity, detachment, compassion, etc come under
  this category.
Cont…
• Man- nature orientation: this is represented by the fatalism-
  scientism dimension- does nature control nature? Fatalism can
  be defined as a belief that human situation and acts are
  predetermined by some supernatural power and can never be, or
  is little, influenced by individual volition. On the other hand,
  scientism can be defined as a belief that human situations are the
  result of natural and/ or social forces, which can be understood
  and changed by human volition or human action.
Time orientation
• This is reflected in past orientation, present orientation, or future
   orientation.
• Activity orientation: conservatism-liberalism mainly represents the
   human nature dimensions and also the activity dimension in part.
   Conservatism can be defined as positive attitude towards traditional
   institutions and practices and a maintaining of the status quo,
   producing a tendency to resist change.
• Liberalism can be defined as a positive attitude towards the search
   for new ways and new ideas and modification or change in the status
   quo.
THANK YOU

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Attitudes ppt @ bec doms mba bagalkot 1

  • 1. Presentation on Attitudes PRESENTED BY:- BABASAB PATIL
  • 2. What Is Attitude? • The term attitude is being used quite frequently in describing people’s behavior. • There are two senses in which it is used. • One is in general terms, meaning the positive or negative orientation of a person. • For e.g, when it is said that Mala has a positive attitude or hat Geeta has a negative attitude. • However, this is not a correct usage of the term ‘ attitude’. • Attitude always has a referent, i.e. an object towards which positive or negative orientation is implied.
  • 3. Cont.. • Attitude is always ‘towards’ something. • For e.g., you may say that Mohan has a positive attitude towards his organization. Although attitudes are generally affective (or emotional) in nature, they also have terms of acting or behaving on basis of that feeling. For e.g, my exposure, my job gives me enough knowledge about it. • Then I develop a feeling for it (I like it or I do not like it). Finally, I act on the feeling- stay on in my job or quit it so generally attitudes lead to behavior.
  • 4. Cont.. • Attitudes can also be defined as a multiplicative function of beliefs and values. A belief is an association between two cognitive elements. • For e.g, if a person believes that not spacing out one’s children ( having children without enough gap between their births) is injurious to the mother’s health. If the person has a high value for the mother’s health,
  • 5. Cont… • An attitude is a imaginary construct that represents an individual's degree of like or dislike for something. Attitudes are generally positive or negative views of a person, place, thing, or event— this is often referred to as the attitude object.  Attitude affects (influences, impacts) on behavior.  Behavior affects (influences, impacts)on attitude.
  • 6. Work Attitudes • In relation to organization, the general meaning of attitude is applied to work. Work attitudes are reflected in job satisfaction and in organizational commitment. • Job Satisfaction • Job satisfaction includes various aspects- the nature of the job itself, the compensation a person gets by working on the job, growth opportunities for career advancement, the organizational climate, the behavior of the supervisor and coworkers and so on.
  • 7. Cont.. • Job satisfaction can be increased by increasing role efficacy, by understanding a person’s needs and making sure that these needs are met in the work assigned to the person. • Job satisfaction leads to improved performance and retention of personnel in the organization. Recruitment policies, placements practices, development schemes, etc. contribute to job satisfaction.
  • 8. Organizational Commitment • It is another aspect of work attitudes. While job satisfaction is primarily concerned with the job or the work a person undertakes in an organization, commitment shows the relationship between the individual and the organization. The stronger such a relationship is, the higher the organizational commitment will be. • It has been suggested that organizational commitment is a critical aspect of work attitude. • There are 3 dimensions of organizational commitment 1. Affective commitment 2. Continuous commitment 3. Normative commitment
  • 9. Cont.. 1. Affective commitment: a person’s emotional attachment to and identification with the organization. 2. Continuous commitment: based on the benefits the person see in continuing with the organization. 3. Normative commitment: the willingness of the person to continue with the organization because it is commonly considered a good thing to stat on.
  • 10. Attitude Change • Attitudes have 3 components- • Cognitive (knowledge and understanding), • Affective(feeling), and • Conative (action). • Attitudes change covers all 3 aspects. Several theories have been proposed for attitude change.
  • 11. Reinforcement Theory • Hovland et al. propounded one of the first major theories of attitude change, developed in the framework of Hull’s learning theory, and oriented towards the effects of persuasive communication. • According to this theory, changes in opinions can result in attitude change, depending on the presence or absence of rewards. The learning of new attitudes is not different in nature than any other verbal or motor skill, except that opinions relate to a single propositions, whereas other skills involve a series of propositions.
  • 12. Cont.. • The acceptance of new opinion ( and hence attitude formation) is dependent upon the incentives that are offered in the communication.
  • 13. Balance Theory • Heider developed a balance theory of attitude change that was influenced by Gestalt principles. In Heider’s theory, when beliefs are unbalanced, stress is created and there is pressure to change attitudes. The two main factors affecting balance are the sentiment(e.g., liking, approving, admiring) and unity(e.g., similarity, proximity, membership) qualities of beliefs. Balance exists if the sentiment or unity between beliefs about events or people are equally positive or negative, imbalance occurs when they are dissimilar in nature.
  • 14. Cognitive Consistency Theory • Abelson and others developed theories of cognitive consistency. It suggests that people will try and maintain consistency among their beliefs and make changes(i.e., accept or reject ideas) when this does not occur. • For e.g, if a college student who wants to live in a co-ed dormitory and also wants to get good grades is presented with fact that student who live in co- ed dorms get poor grades, the student will either reject this propositions or change his attitudes about co-ed dorms or good grades.
  • 15. Cognitive Dissonance Theory • Cognitive Consistency Theory proposes that people are motivated to change and act consistently with their beliefs, values, and perceptions when there is psychological inconsistency or disagreement between two pieces of information. The conflict between the inconsistent factors produces dissonance. • The person begins to doubt previously held rationales, beliefs, or values. These doubts produce uncomfortable feelings and may interfere with the ability to act. The pros and cons of each factor are examined.
  • 16. Cont.. • The resolution of the dissonance occurs when one factor is seen as more attractive than the other. Prior to the resolution of the dissonance, the dilemma between the conflicting factors prevents action. • When dissonance is resolved, the person is better able to act in accordance with the more attractive factor because beliefs, values, and perceptions agree with the behavior.
  • 17. Beliefs Beliefs are assumptions or convictions hold as true about something, concept, or person. Norms Of Beliefs a. Formal: Norms are official standards or laws that govern behavior. b. Informal: These norms are unwritten rules or standards that govern the behavior of group members
  • 18. Values • A value is a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, modes, means, and ends of action. • In this definition, they emphasize the affective (desirable), cognitive (conception), and Conative (selection) elements as essential to the concept of value. • Values represent basic conviction that a specific mode of conduct or end state of existence is personally or socially preferable to an opposite or converse mode of conduct or end state of existence.
  • 19. Societal Values • We shall take up four main Western conceptual frameworks of societal values and then see the values of the Indian society. Values do not operate singly. Several values interact with each other and value systems or value orientation are formed. Most conceptual frameworks propose such systems. • Human- nature orientation. This mainly delve into ethical values, which fall in a conservatism- liberalism continuum. Values such as purification of mind, respect for individuals, containment of greed, self- restraint, integrity, detachment, compassion, etc come under this category.
  • 20. Cont… • Man- nature orientation: this is represented by the fatalism- scientism dimension- does nature control nature? Fatalism can be defined as a belief that human situation and acts are predetermined by some supernatural power and can never be, or is little, influenced by individual volition. On the other hand, scientism can be defined as a belief that human situations are the result of natural and/ or social forces, which can be understood and changed by human volition or human action.
  • 21. Time orientation • This is reflected in past orientation, present orientation, or future orientation. • Activity orientation: conservatism-liberalism mainly represents the human nature dimensions and also the activity dimension in part. Conservatism can be defined as positive attitude towards traditional institutions and practices and a maintaining of the status quo, producing a tendency to resist change. • Liberalism can be defined as a positive attitude towards the search for new ways and new ideas and modification or change in the status quo.