Attitude

Mrunali Tikare

Individual Differences Influencing Work Behavior:

Hereditary and Diversity Factors

Personality

Ability and Skills

Perception

Attitudes

Individual Differences in the Workplace (assess individually to understand)

Individual Differences

Personality

Perception

Ability and Skills

Attitudes

Productivity

Work Behavior

Creativity Performance

Definition
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

For instance, when we say we like something or dislike something, we are in effect expressing an attitude toward the person or object.
What are some examples of people or things that you may have strong attitudes about?

Attitudes: Three Important Assumptions

1) An attitude is a hypothetical construct - we cannot actually see attitudes, although we can often see their consequences.

2) An attitude is a uni-dimensional construct - it usually ranges from very positive to very negative. 3) Attitudes are believed to be somewhat related to subsequent behavior, although as well see, this relationship can be unclear.

Attitude Components and Manifestations

Emotions, Attitudes and Behavior

Perceived Environment
Cognitive process Emotional process

Beliefs
Attitude

Feelings
Behavioral Intentions

Emotional Episodes

Behavior

A Simple Representation of the Tri-component Attitude Model

Behaviour

Affect

Cognition
ABC Model

The Tri-component Model

Cognitive Component
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.

Affective Component
A persons emotions or feelings about a particular product or Object.

Behaviour Component
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

Stimuli Work environment factors

Manager style Technology Noise Peers Reward system Compensation plan Career opportunities

The Three Components of Attitudes: Cognition, Affect, Behavior

My supervisor is unfair.

Cognition

Beliefs and values

Having a fair supervisor is important to me.

Affect

Feelings and emotions

I dont like my supervisor.

Behavior

Intended behavior

Ive submitted a formal request to transfer.

Measuring Attitude Components

Cognitive Component (Measuring Beliefs
about Specific Attributes Using the Semantic Differential Scale)
Diet Coke
Strong taste Low priced Mild taste High priced Similar in taste to most

Caffeine free High in caffeine

Distinctive in taste

Measuring Attitude Components

Affective Component (Measuring Feelings about Specific Attributes Using Likert Scales)
Neither Agree nor Strongly Disagree Disagree

Strongly Agree Agree I like the taste of Diet Coke. Diet Coke is overpriced.

Disagree

Caffeine is bad for your health.

I like Diet Coke.

Measuring Attitude Components

Behavioral Component
(Measuring Actions or Intended Actions)
The last soft drink I consumed was a ___________________.

I usually drink________________soft drinks.

What is the likelihood you will buy Diet Coke Definitely will buy the next time you purchase a soft drink? Probably will buy Might buy Probably will not buy Definitely will not buy

Job-Related Attitudes
Job involvement
Extent that a person identifies with his job.

Organizational commitment
Extent that a person identifies with the organization. This is a great predictor for turnover.

Job satisfaction
A persons general attitude toward work.

EVLN: Responses to Dissatisfaction

Exit Voice
Leaving the situation Quitting, transferring Changing the situation Problem solving, complaining Patiently waiting for the situation to improve Reducing work effort/quality Increasing absenteeism

Loyalty Neglect

Responses to Job Dissatisfaction.

Active Exit Destructive Neglect Passive Loyalty Voice Constructive

Sources of Attitudes
Sources of Attitudes: Acquired from parents, teachers, and peer group members. There are genetic predispositions. Observations, attitudes that we imitate.
Attitudes are less stable than values.

Formation of Attitudes
Direct Experiences with Object Classical Conditioning and Attitude Operant Conditioning Family and Peer Groups Economic Status and Occupation Mass Communication

Classical conditioning
Initially, the bell is paired with food to produce salivating Eventually, the food is no longer required to produce salivating Similarly, a certain person may be paired with a negative reaction by a parent, leading to the child becoming upset Eventually, the negative reaction is no longer required to make the child upset

Pavlovs Experiment

Neutral stimulus (Bell)

CR (salivation)

B
UCR (meat powder)

UCR (salivation)

Neutral stimulus (metronome)

UCR (meat powder)

UCR (salivation)

CS (metronome)

CR (salivation)

Classical conditioning
food

bell
parents negative reaction

salivating

person X

child upset

Instrumental learning
Also called operant conditioning Rewards and punishments Strengthening of responses that lead to:
positive outcomes avoidance of negative outcomes

Instrumental learning
If a child is praised for holding a certain attitude, they will be more likely to continue holding this attitude On the other hand, punishment leads to rejecting attitudes Positive reinforcement and negative reinforcement

Observational learning
Learning by example Attitudes may be transmitted unintentionally by parents Child may observe their parent smoking, which may lead to a positive attitude towards smoking Child may overhear a certain attitude being conveyed by a parent that they were not meant to hear

Observational learning
Attitudes also learned from media Individuals want to imitate the people around them, or people they look up to Observational learning is evident in trends
E.g., attitudes towards clothes, etc.

Economic Status
If you are working with management side.. If you are working with Trade Union

Difference in attitude

Functions of Attitude
Determining Meaning Organized facts Select Facts Develop the Rationality

Changing Attitude
Own Attitude Keep positive Attitude Develop Own Attitude Keep open mind Continuous Education Positive Self esteem Stay away from smoking, alcohol, TV

Changing Attitude
Give feedback Working Condition Make a positive role model Provide New Information Keep use of Fear - Moderately