attitude

Case study

On

AttitudeTitle: Doing his share

MIM, Manipal 2009

MPOB - Case study on MPOB - Case study on AttitudeAttitude

Ralph Morgan, a worker and union member has Ralph Morgan, a worker and union member has now been made a supervisornow been made a supervisor

Initially Ralph has an Initially Ralph has an attitudeattitude against the against the management and continues to show an management and continues to show an attitudeattitude of kinship with the unionof kinship with the union

Over time and with events and experiences, Over time and with events and experiences, Ralph undergoes Ralph undergoes attitudinalattitudinal changes changes

Management invites Ralph to train supervisors in Management invites Ralph to train supervisors in ways of dealing with the union because Ralph ways of dealing with the union because Ralph himself was a part of the union at one time.himself was a part of the union at one time.

Gist of the caseGist of the case

Attitude - ComponentsAttitude - Components

What was Ralph’s attitude towardsWhat was Ralph’s attitude towardsthe union when he first became athe union when he first became a

supervisor?supervisor?

Ralph’s initial attitude was Ralph’s initial attitude was based onbased on

Belief (Cognitive): Belief (Cognitive): PositivePositive Emotion (Affective): Emotion (Affective): Affinity, Affinity,

kinshipkinship Behavior : Behavior : ProtectionistProtectionist


Cont’d

Stephen P. Robbins 13th edition, p. 79

Components of AttitudeComponents of Attitude

Attitudes

Affective ComponentThe emotional or feeling segment of an attitude.

Cognitive componentThe opinion or belief segment of an attitude.

Behavioral ComponentAn intention to behave in a certain way toward someone or something.

MPOB - Case study on Attitude


What was Ralph’s attitude towardsWhat was Ralph’s attitude towardsthe union when he first became athe union when he first became asupervisor?supervisor?


Ralph’s initial attitude towards the union Ralph’s initial attitude towards the union was based on these components…was based on these components…

Cognitive component:Cognitive component: Opinion and belief segment of Opinion and belief segment of attitude. attitude.

Ralph had a favourableRalph had a favourable opinion about the union and its about the union and its purpose. His opinion or judgment was based on available purpose. His opinion or judgment was based on available information from his being associated with it before taking up information from his being associated with it before taking up the new position. He had a favorable opinion towards the the new position. He had a favorable opinion towards the union which he thought was necessary in order to ensure a fair union which he thought was necessary in order to ensure a fair and win-win relationship between management and union.and win-win relationship between management and union.

Cont’d




Affective component:Affective component: Emotional or Emotional or feeling segment of attitude. feeling segment of attitude.

Ralph was emotionally attached to the Ralph was emotionally attached to the union. He developed a feeling of affinity union. He developed a feeling of affinity and kinship with the union, especially and kinship with the union, especially during the two unsuccessful strikes.during the two unsuccessful strikes.

Behavioral component:Behavioral component: An intention to behave in a certain way toward someone or something.

Ralph had an intention of protecting the union and Ralph had an intention of protecting the union and upholding its purpose while trying to show the upholding its purpose while trying to show the management down for not acting favourably.management down for not acting favourably.


BARRIERS TO CHANGEBARRIERS TO CHANGE

Prior commitmentPrior commitment Insufficient informationInsufficient information Escalation of commitmentEscalation of commitment

What barriers were there that What barriers were there that initiallyinitially

prevented him from changing hisprevented him from changing hisattitude towards the union?attitude towards the union?

Attitude – Barriers to changeAttitude – Barriers to change

Prior commitmentPrior commitment:: when people feel a commitment towards a particular course of action that has already been agreed upon, it becomes difficult for them to change or accept the new ways of functioning.

In case of Ralph, he had dedicated himself to the goals of the union when he participated in the two strikes that failed. His attitude was shaped such as to help the union with its goals.


The barriers to change of attitude in Ralph can be categorized as below:


Insufficient informationInsufficient information:: Sometimes people simply don’t see a reason to change their attitude due to unavailability of adequate information.

Ralph was yet to learn the management’s perspective and what it takes to deal with the union workers.

The boss may not like an associate’s negative attitude, but the latter may be quite pleased with his own behaviour. Unless the boss can show the individual why a negative attitude is detrimental to career progress or salary raises or some other desirable personal objective, this person may continue to have a negative attitude.


Cont’d

Fred Luthans 11th edition, p. 139


Escalation of commitment:Escalation of commitment: Knee deep in the big Knee deep in the big muddy; People tend to justify their current attitude muddy; People tend to justify their current attitude despite new evidence that it is wrong.despite new evidence that it is wrong.

Ralph had invested a lot of energy and time in the union Ralph had invested a lot of energy and time in the union activities and it was preventing him from changing his activities and it was preventing him from changing his attitude in favor of the management and against the attitude in favor of the management and against the union.union.

The president of the company graduated from an Ivy League school and was personally instrumental in hiring the new head of the marketing department, who had graduated from the same school. Unfortunately, things are not working out well. The marketing manager is not very good. However, because the president played such a major role in hiring this manager, the chief executive is unwilling to admit the mistake.


Cont’d

Fred Luthans 11th edition, p. 139

Why did Ralph’s attitude Why did Ralph’s attitude change? change?

What factors accounted for What factors accounted for this? this?

Attitude - Factors for changeAttitude - Factors for change

MPOB -Case study on MPOB -Case study on AttitudeAttitude

BecauseBecause of……. of……. Exposure to Exposure to new informationnew information Co-opting Co-opting approachapproach

Ralph’s change in attitude can be Ralph’s change in attitude can be attributed to the following factors.attributed to the following factors.

New information:New information: Providing Providing relevant and adequate information relevant and adequate information changes attitude dramatically; changes attitude dramatically; conversely, lack of information conversely, lack of information breeds negative feelings and breeds negative feelings and attitudes.attitudes.


Before joining the management, Ralph had an anti management attitude. However, when he was promoted into the management rank, his attitude changed. He became aware of what the company was doing to help the workers and how the union was working against the company and, overtime, this new information resulted in a change in his belief about management and his attitude towards both the company and the union. He became more pro-company and less pro-union.


Cont’d


Co-opting approach:Co-opting approach: To change the attitude of some one who belongs to a different group , it is often becomes very effective if you can include him in your own group . Such a person can help formulate policies in matters he has participated in previously as part of the other group.


Cont’d

The management knew that Ralph feels that the management is doing less to address the union’s issues. Inviting Ralph on board to formulate policies for dealing with the union is an attempt at changing Ralph’s negative attitude towards the management.


Are workers who are recruited forAre workers who are recruited forsupervisory positions likely to gosupervisory positions likely to gothrough the same attitude changesthrough the same attitude changesas well?as well?

Attitude – FunctionsAttitude – Functions

YesYes, because of presence of comparative , because of presence of comparative intensity of intensity of attitude functionsattitude functions


Attitude - FunctionsAttitude - Functions

Adjustment function:Adjustment function: One when is…One when is…Well treated =Well treated = positive attitudepositive attitudeIll treated =Ill treated = negative attitudenegative attitude

Attitudes often help people to adjust to their work environment. Well-treated employees tend to develop a positive attitude towards their job, management and the organization in general while berated and ill treated organizational members develop a negative attitude. In other words, attitudes help employees adjust to their environment and form a basis for future behaviour.

In case of Ralph, he was embarrassed by the two incidents with the workers and that made him develop a negative attitude towards the union and workers.

Cont’d



Ego defensive function:Ego defensive function: Attitude helps one retain Attitude helps one retain dignity and self image.dignity and self image.

An old manager whose decisions are continuously challenged by a younger subordinate, manager may feel that the latter is brash, immature and inexperienced. In truth, the younger subordinate may be right in challenging the decision. The older manager will try to protect his ego by putting the blame on the other party.

Challenged by the workers, Ralph had to undergo a change in attitude to defend his ego.

Cont’d



Value expressive functionValue expressive function: Attitude provides a basis for expressing ones human values.

For example, a manager who values hard and sincere work will be more vocal against an employee who is having a very casual approach towards work.

Ralph did not like the employees who were slacking at work or not being punctual.

Cont’d



Knowledge functionKnowledge function: Attitudes provide standards and frames of reference for ones understanding and perception.

If one has a strong negative attitude towards the management, whatever the management does, even employee welfare programmes can be perceived as something ‘bad’ and as actually against them.

Cont’d

Fred Luthans 11th edition, p. 139 and 140

Case study

On

AttitudeTitle: Ken leaves the company

1st Semester, MBA Section A Group 6

Puja SinghAnu Meha

Trupti Fernandes Rashmi Shreshtha

Gaurav Ravi

MIM, Manipal 2009

Title: Ken Leaves The CompanyTitle: Ken Leaves The Company

Gist of the caseGist of the case

Ken an experienced under writer quit his job Ken an experienced under writer quit his job because:because:

He felt that the job wasn’t right for him.He felt that the job wasn’t right for him.He needed more of a chance to show what he He needed more of a chance to show what he

can do.can do.He wasn’t getting enough feedback regarding He wasn’t getting enough feedback regarding

his job.his job.Company kept people in the dark about where Company kept people in the dark about where

it’s headed.it’s headed.

Do you think that Ken’s self esteem Do you think that Ken’s self esteem had anything to do with his leaving the had anything to do with his leaving the firm?firm? Self esteem has to do with people’s self perceived Self esteem has to do with people’s self perceived

competence and self image.competence and self image. People with high self esteem report more positive People with high self esteem report more positive

attitude, feelings and life satisfaction and less attitude, feelings and life satisfaction and less anxiety, hopelessness and depressive symptoms.anxiety, hopelessness and depressive symptoms.

High self esteem can be a good thing only if it is High self esteem can be a good thing only if it is nurtured and channeled in constructive and nurtured and channeled in constructive and ethical ways. Otherwise it can become anti social ethical ways. Otherwise it can become anti social and destructive.and destructive.

Since Ken had a high self esteem, he felt that he Since Ken had a high self esteem, he felt that he could do much more challenging assignments could do much more challenging assignments than his job offered.than his job offered.

What do you think were Ken’s satisfaction with What do you think were Ken’s satisfaction with and commitment to the job and firm he is and commitment to the job and firm he is leaving? How does this relate to the research leaving? How does this relate to the research on the determinants and outcomes of on the determinants and outcomes of satisfaction and commitment?satisfaction and commitment?

Job satisfaction focuses on employee’s Job satisfaction focuses on employee’s attitude towards the job.attitude towards the job.

Organizational commitment focuses on Organizational commitment focuses on their attitude towards the overall their attitude towards the overall organization.organization.

Determinants of job Determinants of job satisfactionsatisfaction

Work itselfWork itself PayPay PromotionPromotion SupervisionSupervision Work groupWork group Working conditionsWorking conditions

Outcomes of Job Outcomes of Job SatisfactionSatisfaction

PerformancePerformance TurnoverTurnover

What lesson can this company learn What lesson can this company learn from the case of Ken? What can and from the case of Ken? What can and

should it now do?should it now do?

Ability job fitAbility job fit Person organization fitPerson organization fit Person job fitPerson job fit

Alignment of organizational values Alignment of organizational values with individual values.with individual values.

RelationshiRelationships among ps among

OccupationOccupational al

Personality Personality TypesTypes

Provide a challenging jobProvide a challenging job Provide relevant trainingProvide relevant training Provide timely and consistent Provide timely and consistent

feedbackfeedback Select a good first supervisorSelect a good first supervisor

Case study

On

AttitudeTITLE: ALBERTSONS WORKS ON EMPLOYEE ATTITUDES

1st Semester, MBA Section A Group 6

Anu MehaGaurav RaviPuja kumari

Rashmi ShreshthaTrupti Fernandes

MIM, Manipal 2009

Gist of caseGist of case Albertsons is a huge grocery and Albertsons is a huge grocery and

drug company in U.S.drug company in U.S. With increase in competition ,sales of With increase in competition ,sales of

the company was decreasing.the company was decreasing. A person named Johnston was A person named Johnston was

appointed by Albertsons.appointed by Albertsons. But Johnston wanted to hire another But Johnston wanted to hire another

person named Foreman a training person named Foreman a training specialist for the same purpose.specialist for the same purpose.

Johnston met Foreman when he was in Johnston met Foreman when he was in G.E co. G.E co.

Increase in profitability was observed Increase in profitability was observed after Training program conducted by after Training program conducted by Foreman on motivation and attitude in Foreman on motivation and attitude in G.E.G.E.

Training program included yoga, uphill Training program included yoga, uphill marching chanting “I know I can I know I marching chanting “I know I can I know I can”, and variety of lectures on attitude.can”, and variety of lectures on attitude.

According to Foreman “its your attitude, According to Foreman “its your attitude, not your aptitude that determines your not your aptitude that determines your altitude.altitude.

Explain how Explain how Foreman’s three days Foreman’s three days course positively course positively influences the influences the profitability of profitability of AlbertsonsAlbertsons

ConceptConcept

Attitudes

Affective ComponentThe emotional or feeling segment of an attitude.

Cognitive componentThe opinion or belief segment of an attitude.

Behavioral ComponentAn intention to behave in a certain way toward someone or something.


ConceptConcept

Attitudes

Affective : feeling

I know I can

Cognitive : Evaluation

I believe I can do

Behavioral : Action

I started working harder


POSITIVE ATTITUD

E

How you can change How you can change attitude?attitude?

Methods Methods

Exposure effect Exposure effect - exposing a person to - exposing a person to a concept, object or person no of a concept, object or person no of times.times.

ReinforcementReinforcement– classical conditioning-involuntary reflexesclassical conditioning-involuntary reflexes– Operant conditioning-voluntary behaviorOperant conditioning-voluntary behavior

Persuasive communicationPersuasive communication – how – how effectively communication madeeffectively communication made

Changing viewpointChanging viewpoint

Foreman applied these concept to Foreman applied these concept to change the attitude of Albertsons’ change the attitude of Albertsons’ associates making them more associates making them more productive and concentrated. He productive and concentrated. He raised the energy levels of raised the energy levels of associates. Generally behaviour of an associates. Generally behaviour of an individual follows from attitude. If individual follows from attitude. If attitude is positive then behaviour attitude is positive then behaviour will also be the same.will also be the same.

Behavior follows Attitude Behavior follows Attitude

Johnston says, "Positive attitude is a Johnston says, "Positive attitude is a single biggest thing that can change single biggest thing that can change a business". How valid and a business". How valid and generalizable do you think this generalizable do you think this statement is ? statement is ?

Positive attitude reduces cognitive Positive attitude reduces cognitive dissonance which leads to cognitive dissonance which leads to cognitive

consonance.consonance.

© 2005 Prentice Hall Inc. © 2005 Prentice Hall Inc. All rights reserved.All rights reserved.

Measuring the A-B Measuring the A-B RelationshipRelationship Recent research indicates that attitudes (A) Recent research indicates that attitudes (A)

significantly predict behaviors (B) when significantly predict behaviors (B) when moderating variables are taken into account.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

Positive attitude has direct relationship with Positive attitude has direct relationship with productivity of an employee. Employees productivity of an employee. Employees with a positive attitude will definitely have with a positive attitude will definitely have higher degree of job involvement. Satisfied higher degree of job involvement. Satisfied and committed employees, for instance, and committed employees, for instance, have lower rates of turnover, absenteeism, have lower rates of turnover, absenteeism, and withdrawal behaviours. They also and withdrawal behaviours. They also perform better on their jobs. Organizational perform better on their jobs. Organizational performance success is largely dependent performance success is largely dependent on satisfied and productive work -force. on satisfied and productive work -force. This can be achieved only if attitude of an This can be achieved only if attitude of an employee is positive.employee is positive.

Levels of AttitudeLevels of Attitude

If you were Johnston, what would you If you were Johnston, what would you do to evaluate the effectiveness of do to evaluate the effectiveness of your $10 million investments in your $10 million investments in Foreman’s training program?Foreman’s training program?

As Johnston, we would check the As Johnston, we would check the evaluation by the following levels of evaluation by the following levels of attitudeattitude

Reaction level Reaction level Learning levelLearning level Behavior levelBehavior level Result levelResult level

a) a) Reaction LevelReaction Level: This level is to measure : This level is to measure the employees’ reaction to the training the employees’ reaction to the training activity. Employees’ attitude towards the activity. Employees’ attitude towards the programme i.e. how much did they like the programme i.e. how much did they like the training and to what extent did they get training and to what extent did they get influenced by that.influenced by that.

b) b) Learning LevelLearning Level: This level will be used to : This level will be used to measure the learning transfer achieved by measure the learning transfer achieved by the training and development activity and the training and development activity and second purpose is to determine the extent second purpose is to determine the extent to which employees have increased their to which employees have increased their knowledge, skills and changed their knowledge, skills and changed their attitudes.attitudes.

cc) ) Behaviour LevelBehaviour Level: This level’s purpose is to : This level’s purpose is to measure changes in behaviour of employees measure changes in behaviour of employees as a result of training and development activity as a result of training and development activity and how well the enhancement of knowledge, and how well the enhancement of knowledge, skill, attitudes has prepared them for their role. skill, attitudes has prepared them for their role. I would concentrate more on what changes I would concentrate more on what changes they exhibited in their behaviour after the they exhibited in their behaviour after the program. program.

dd) ) Result LevelResult Level: This level would help me in : This level would help me in knowing what made the employees to act knowing what made the employees to act differently after the training. It measures the differently after the training. It measures the contribution of training and development to the contribution of training and development to the achievement of the business/operational goals. achievement of the business/operational goals.

Benefits of positive attitudeBenefits of positive attitude

If you were an Albertsons’ employee, If you were an Albertsons’ employee, how would you feel about going how would you feel about going through Foreman’s course. Explain through Foreman’s course. Explain your position your position

After Foreman’s training course After Foreman’s training course

Every employee started believing in Every employee started believing in themselves.themselves.

It helped in tackling challenges.It helped in tackling challenges.

The chanting of words “I KNOW I CAN” The chanting of words “I KNOW I CAN” motivated the words .motivated the words .

It helps in balancing It helps in balancing thoughts,doubts,anxities and fears thoughts,doubts,anxities and fears with positive thoughts like with positive thoughts like hopes ,courage, confidence and hopes ,courage, confidence and cheerfulness. cheerfulness.

attitude

Documents

attitude attitude barriers

attitude attitude factors

attitude of kinship

current attitude

feelingsegment of attitude

ralph s attitude change

anti management attitude

belief segment of attitude