ATTITUDE Slide 3 Cognitive component the opinion or belief segment of an attitude.

de. Affective Component The emotional or feeling segment of an attitude. Behavioral Component An intention to behave in a certain way toward someone or something

Slide 4 Components of attitude: PERSONAL EXPERIENCE: it is the direct contact between the individual and an attitude object .The experience comes when a direct contact is established. ASSOCIATION: Man is a social animal. He comes across no of people in his daily life. According to Blair. J. Kolasa. the influence of group on the attitudes of the individual is inversely proportional to the distance of group from the individual FAMILY: The most of the individual express the opinion is the result of family influence. A child soon after its birth becomes a Hindu, Muslim, Christ, Vysya etc because of family. A childs attitudes influence by family members. PEER GROUP: an equal age and taste group is called peer group. Peer group attitude influence means what we often seek others who shares attitudes similar to our own or else we change our attitude to confirm to the attitudes for those in the peer group whose approval is importance to us. SOCIETY: the society at large influences the attitudes of an individual. The differences in attitudes are due to social factors. The society provides different experiences in culture, practices, religion, ethnical differences, caste, race, structure etc PERSONALITY FACTOR: each individual has its own personality. He is different to others irrespective his personal factors. A person may have different types of personalities such as authoritarian, cooperative, soft corner, sharing, daring etc. in each case his attitude toward an object is totally different from others. Slide 5 Types of attitude.

Organizational Commitment Identifying with a particular organization and its goals, and wishing to maintain membership in the organization. Job Involvement identifying with the job, actively participating in it, and considering performance important to selfworth. Job Satisfaction A collection of positive and/or negative feelings that an individual holds toward his or her job.
Formation of attitude Attitudes may be learned from the experiences we have. These include mostly mundane events such as being praised by our parents for expounding liberal attitudes, but also major life and world events. The basic processes through which we learn attitudes remain the same throughout life, though as we grow older the attitudes we learn may be more complex, and the ones we already hold may become more resistant to change. The processes through which our experiences create attitudes are all related to learning which is a basic human process. We will learn more about learning processes in the chapter 6 of this module. As for now just keep in mind that all our attitudes are learned from our experience of the social context around us. The influence of the family, schooling, and peer groups waxes and wanes as we grow into adolescence and adulthood. Thus, the primary sources of our attitudes change as we mature. A final source of attitudes is the culture in which a child grows up. Culturally prevalent prejudices are generally reflected in prejudiced attitudes.