Attitude ; Lecture 7

8/8/2019 Attitude ; Lecture 7

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Attitude

Prof Arati Kale


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Ability andAbility and

SkillsSkillsPerceptionPerception

AttitudesAttitudes

Hereditary andHereditary and

DiversityDiversityFactorsFactors

PersonalityPersonality

Individual DifferencesInfluencing Work Behavior:


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Individual Differences in the Workplace

(assess individually to understand)

Ability and Skills AttitudesPerception

Personality

Work Behavior Productivity

Creativity

Performance

Individual DifferencesIndividual Differences


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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?


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Attitudes: Three Important Assumptions

1) An attitude is a hypothetical construct - we cannot

actually see attitudes, although we can often see

theirconsequences.

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.


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Attitude Components and Manifestations


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BehaviorBehavior

Emotions, Attitudes and Behavior

Perceived EnvironmentPerceived Environment

Attitude FeelingsFeelings

BeliefsBeliefs

BehavioralBehavioral

IntentionsIntentions

Cognitiveprocess

Emotionalprocess

EmotionalEpisodes


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A Simple Representation of the

Tri-component Attitude Model

BehaviourBehaviour

AffectAffect

Cognition

ABC Model


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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 particularway with regard to the attitude object.


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Manager styleManager style

TechnologyTechnology

NoiseNoise

PeersPeersReward systemReward system

Compensation planCompensation plan

Career opportunitiesCareer opportunities

Beliefs and valuesBeliefs and values

Feelings and emotionsFeelings and emotions

Intended behaviorIntended behavior

StimuliStimuli

WorkWork

environmentenvironment

factorsfactors

CognitionCognition

AffectAffect

BehaviorBehavior

My supervisor is unfair.My supervisor is unfair.

Having a fair supervisor isHaving a fair supervisor is

important to me.important to me.

I dont like my supervisor.I dont like my supervisor.

Ive submitted a formalIve submitted a formal

request to transfer.request to transfer.

The ThreeThe Three

Components ofComponents of

Attitudes:Attitudes:Cognition, Affect,Cognition, Affect,

BehaviorBehavior


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Measuring Attitude Components

Cognitive Component (Measuring Beliefsabout Specific Attributes Using the Semantic

Differential Scale)

Diet CokeStrong taste Mild taste

Low priced High priced

Caffeine free High in caffeine

Distinctive in Similar in taste to

taste most


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Affective Component (Measuring Feelings about Specific

Attributes Using Likert Scales)

Neither

AgreeStrongly nor Strongly

Agree Agree Disagree Disagree Disagree

I like the taste of Diet Coke.

Diet Coke is overpriced.

Caffeine is bad for your health.

I like Diet Coke.


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Behavioral Component

(Measuring Actions orIntended 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 notbuy

Definitely will notbuy


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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.


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Responses to Job

Dissatisfaction.Active

Passive

ConstructiveDestructive

Loyalty

Exit

Neglect

Voice


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Sources of Attitudes

Sources of Attitudes:

Acquired from parents, teachers, andpeergroup members.

There are genetic predispositions.

Observations, attitudes that we

imitate.

Attitudes are less stable than values.


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Formation of Attitudes

Direct Experiences with Object

Classical Conditioning and Attitude

Operant Conditioning Family and Peer Groups

Economic Status and Occupation

Mass Communication


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Classical conditioning

Initially, the bell is paired with food to producesalivating

Eventually, the food is no longer required to

produce salivating Similarly, a certain person may be paired with anegative reaction by a parent, leading to thechild becoming upset

Eventually, the negative reaction is no longerrequired to make the child upset


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Pavlovs Experiment

CR

(salivation)

UCR(meat

powder)UCR

(salivation)

Neutralstimulus

(Bell)

B

A


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Neutral stimulus(metronome)

CS (metronome)

UCR (salivation)UCR

(meat powder)

CR (salivation)

C

D


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Classical conditioning

bell

food

salivating

person

X

parentsnegativereaction

child

upset


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Instrumental learning

Also called operant conditioning

Rewards and punishments

Strengthening of responses that lead to: positive outcomes

avoidance ofnegative outcomes


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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 negativereinforcement


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Observational learning

Lear ning 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 meantto hear


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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.


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Economic Status

If you are working with management side..

If you are working with Trade Union

Difference in attitude


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Functions of Attitude

DeterminingMeaning

Organized facts

Select Facts Develop the Rationality


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Changing Attitude

Own Attitude

Keep positive Attitude

Develop Own Attitude Keep open mind

Continuous Education

Positive Self esteem Stay away from smoking, alcohol, TV


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Changing Attitude

Give feedback

Working Condition

Make a positive role model Provide New Information

Keep use of Fear - Moderately

Attitude ; Lecture 7

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