ATTITUDE

Attitude is defined as more or less stable of pre-disposition

of opinion,interest or purpose involving expectancy of a
certain kind of experience and readiness with an appropriate
response.
 FACTORS OF ATTITUDE

 lead to a desirable behavior(for them)-your prchase of a

FORD product Attitude provides the backgrounds against
which facts and events are viewed.
 Becomes necessary to know the attitudes of members of an
organization bcoz they to perceive specific aspects like-
PAY,HOURS OF WORK,PROMOTION ETC,of their job
life.
 It is a cognitive element which always remains inside a
person.
 Attitudes are less stable means for ex-attempt to alter
your attitudes towards a certain product.Means If the
people at FORD MOTOR CO. can get u to hold a
favorable feeling toward their cars,that attitude may Lead
.

to a desirable behavior(for them)-your purchase of a

IMPORTANCE OF ATTITUDE
 In organisation attitudes r important bcoz they affect
Job behaviour.If workers believe ,for Example-
Supervisors,auditors,bosses.all in conspiracy to make
employees work harder for the same or less money
then it makes sense to try to understand how these
attitudes r formed,their relationship to actual job
behavior & how they might be changed.
 CHARACTERSTICS OF ATTITUDES
 Predisposition of individual to evaluate some objects
in a favorable or unfavorable manner.
 Predisposition to respond to a certain set of facts.
 Are evaluation statements-either favorable or
unfavorable concerning the objects,people or events.
 Attitudes are narrow means they are our
feelings,thoughts and behavioral tendencies towards
a specific object or situation.
 Provides an emotional basis for ones interpersonal
relations & identification with others.
 COMPONENTS OF
ATTITUDE
• COGNITIVE COMPONENT
•AFFECTIVE COMPONENT
&

BEHAVIOURAL COMPONENT
 Cognitive component-:

 The belief that “discrimination is wrong” is a

value statement.Such an opinion is the
cognitive component of an attitude.
 It reflects a persons perceptions or beliefs.
 They r evaluating beliefs measured by attitudes
scale or by asking about thoughts.
 Ex-I BELIEF JAPANESE WORKERS R
INDUSTRIOUS,reflects the cognitive
component.
 AFFECTIVE COMPONENT-:

 It is the feeling segment or emotions of the attitude

from his or her beliefs about a person,object or
situation.
 Ex-I don’t like Jon bcoz he discriminates
minorities”.
 Affect is measured by physiological indicators such
as galvanic skin response & blood pressure.
 These indicators show changes in emotions by
measuring physiological arousal. If an individual is
trying to hide his or her feelings this might be
shown by a change in arousal.
 BEHAVIORAL COMPONENT

 This attitude refers to an intention to behave

in a certain way toward someone or something.
 So, to continue our Ex-I might choose to avoid
Jon bcoz of my feeling about him.
 Also another Ex-our attitudes towards women
in management may be inferred from an
observation of the way we behave towards a
female supervisor.We may be
supportive,passive or hostile depending on our
attitude.
 INFLUENCES ON ATTIUDE-:

DIRECT EXPERIENCE-:
 Research has shown that attitudes that r
derived from direct experiences r stronger, r
held more confidently & r more resistant to
change than r attitudes formed through
indirect experience.
 Attitudes derived from direct experience r so
powerful is bcoz of their availability,means the
attitudes r easily accessed & r active in our
cognitive process.
 SOCIAL LEARNING-:

 In social learning the family, peer groups, & culture

shape an individuals attitudes in an indirect manner.
 For an individual to learn from observing a model, four
process must take place:
-The learner must focus attention on the model.
-The learner must retain what was observed from
the model.
-Behavioral reproduction must occur; i.e. the
learner must practice the behavior.
-The learner must be motivated to learn from the
model.
 Thank you

 The beginning…
BY –
 Pankaj
 IIM(Banglore)
 Present at –
Souapiire Collage
Of Management
(singapore )