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ATTITUDES, VALUES AND
JOB SATISFACTION
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ASHRAF MULLA
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ATTITUDES
Concept of attitudes
Attitudes are evaluative statements. They
respond ones feeling either favourably orunfavourably to person, object or/and events.
In other words, attitude reflect how one feels
about something. For example, professor
Kotler says I like teaching, he is expressing
his attitude about his work.
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According to Munn, Attitude are
learned predisposition towards
aspect of our environment. Theybe positively or negatively
directed towards certain people,
service or institution.
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Salient Features: The salient features of
attitudes flowing from its definitions aresummarized as follows:
1.Attitudes are related to feelings and beliefs of
people.2.Attitudes respond to persons, objective or
events.
3.Attitudes affect behaviour either positively ornegatively.
4.Attitudes undergo changes.
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Attitudes affect perception and, inturn, behaviour. This underlines the
need for managers to understand
different types of attitudes and their
formation, how attitudes are
measured and what cause change inattitudes.
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Formation of Attitudes
Attitudes are not inherited. These are
acquired or learned by the people from the
environment in which they interact. Theformation of attitudes is broadly classified into
two sources:
1. Direct Experience, and2. Social Learning.
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Direct Experience: Attitude are formed on the
basis of ones past experience. How do youknow that you like organisational behaviour or
dislike financial management? The answer to
it is that you have formed these attitudes fromyour experience in studying the two subjects.
Research has shown that attitudes derived
from the direct experience are more powerful,
stronger, durable and are difficult to change
than are attitudes that are formed through
indirect experience.
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Social Learning: The process of deriving
attitudes from family, peer groups religious
organisations and culture is called social
learning.In social learning, an individualacquires attitudes from his/her environment
in an indirect manner. Social learning starts
from early age when children derive certain
attitudes from their parents.
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Types of Attitudes
Individual can have numerous attitudes, butorganisational behaviour focuses on job
related attitudes only. Job-related attitudes
are of three types-job satisfaction, jobinvolvement and organisational commitment.
Job satisfaction: The term job satisfaction
refers to an individuals pleasurable or positive
emotional state toward his or her job. Job
satisfaction is related with the five specific
dimensions of the job: pay,
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the work it self, promotion opportunities,
supervision, and co-workers. When people
speak of employee attitude, more often than
not, they mean job satisfaction. In fact, the
two terms attitude and job satisfaction arefrequently used interchangeably. Without
question, job satisfaction has received bulk of
attention in organisational behaviour.
Therefore, this is discussed in considerable
detail later in this chapter.
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Job Involvement: Job involvement is the
degree to which employee immerse
themselves in their job, invest time and
energy in them, and consider work as a central
part of their overall lives. Employees with ahigh level of job involvement strongly identify
with their job and take utmost care about the
kind of job they do. Such employees seldomwill be tardy and absent. They will attempt to
be high performer.
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Organisational Commitment: Organisational
Commitment is attitude about employees
loyalty to their organisation. It is process
through which employees identify with the
organisation and want to maintainmembership in the organiastion. In fact, like a
strong magnetic force attracting one metallic
object to another, organisational commitment
is a measure of the employees willingness to
remain with a firm in the future also.
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Measurement of Attitude
We have maintained that attitudes affect
behaviour. Changes in attitudes make
behaviour unpredictable. But, themanagers need to know the dimension
of attitude so as to anticipate employees
behaviour at work. One way to know theattitudinal dimension is attitude
measurement.
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There are many methods of attitude
measurement. All methods areclassified into four types.
1. Self-Report2. Indirect Tests
3. Direct Observation technique
4. Psychological Reaction Techniques
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However, attitude measurement ofemployees in organisations is most
commonly carried out with Self-Report
Method.Self-report usually elicitsresponses from employees through
questionnaires dealing with their feeling
about their work and related matters.Self-report is carried out through the use
of attitude surveys.
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Attitude surveys contain a set ofstatements or question to be
answered by the employees A
definite scale is assigned to eachanswer. Scaling-terms assigned are
tailored to obtain the information
what managers actually want.
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Statement in the questionnaire is: My job
makes the best use of my abilities
Attitude scaling for the statements
Strongly Agree 5Agree 4
Undecided 3
Disagree 2
Strongly Disagree 1
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There are three types of attitude scaling
commonly used in attitudes measurement
of employees in the organisation. These are:
1. Equal Appearing Interval Scale(L.L.
Thurstone Scale)
2. Summated Rating Scales (Rensis Likert
Scale)
3. Semantic Differential (C.E.Osgood et al
Scale)
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Equal Appearing Interval Scales: Perhaps
the most widely used procedure of attitude
measurement is L.L. Thurstones technique
of equal appearing interval scales. It is
simple in application as it requires only onejudgement for each item/statement. The
statements range from pile 1 to pile 11
corresponding to the most favourable andthe most unfavourable respectively.
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The other statement fall betweenthese two extremes. The scale so
prepared are then presented to the
respondents for their responses on
the statements . The responses given
by the respondents are thensummed up.
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Summated Rating Scales: This scale is
experimented by Likert for measuringattitudes. The scale has five point viz, always,
often, sometimes, seldom and never. The
statement is presented to the respondent whochecks one of the five point assigned to each
statements. These points indicate the degree
of agreement or disagreement with the
statement given to the respondents. then..The score or individuals attitude.
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The Likert scale is consideredbetter as compared to
Thurstones one because of itssimplicity in making numerous
statements which require only
one statement for every aspect.
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Semantic Differentials: Semantic differential
refers to the successive allocation made of a
concept to a score in a given multidimensional
space by selection from a set of given scaled
semantic alternatives. It comprises of manypairs of opposite alternatives having a scale
value in between the extremes. The
respondent marks the score along the scalefor his/her attitude about the given object.
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Change of Attitude
Attitudes affect behaviour. Hence, it is the
interest of the organisation to try for the
favourable change in the attitude. The
following are some important ways that canbe used for changing attitudes:
1. Filling in the Information Gap: Unfavourable
attitudes are mainly formed owing toinformation gap or inadequate supply of
information.
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Then, providing information to fill in the gaps
can change attitudes. For example, workersmay be anti-management because of the
ignorance about the good intentions of
management. If they are made known about
the same, they may change their attitudes to
pro-management.
2. Use of Fear: Researches report that attitudes
can also be changed by giving fear.
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However, both low and high degree of feararousal do not cause attitude change. The
reason is while the former is often ignored,
the latter makes the people stubborn in their
held attitudes. In fact, only moderate level of
fear arousal makes the people aware of the
situation and induces to change their
attitudes.
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5. The Coopting Approach: Coopting is also yet
another way to change attitudes. In cooptingapproach, the people who are dissatisfied
with a certain situation are taken to make
them involved in improving things.
However, it would be naive to assume
that attitude only affects behaviour.
Sometimes, behaviour also, on reciprocal
manner, influence attitudes, as this illustrationdemonstrates.
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Nalini Pandey, a supervisor in cachar Paper
Mills, was resisting the implementation ofpersonnel computers at work. After six
months passed, Rupak Dayal, the General
manager decided to purchase computerwithout wasting time to change supervisors
attitude. The computer were immediately
installed and training on how to use
computers was offered.
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The after three weeks, Nalini emerged the
most enthusiastic supporter for the computer
and confided to her colleague: We waited so
long unnecessarily to get computer. Clearly,
the General Managers behaviour changed the
supervisor's attitude.
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VALUES
Concept of
Value
The answer to the question-what is right or
wrong and good or bad-are value laden.
Values are basic convictions that
gives us a sense of right and wrong, good and
bad. In this way, values from the basis for
ethical behaviour.
Values are learned. These changes
as individuals grow and mature. Changes in
values change individual behaviour.
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Values and Attitudes
Both attitude and values are tinged with moral.
There are some similarities and dissimilarities
between the two. The similarities are:
1. Both are learned or acquired from the same
sources-experience with people, object, andevent.
2. Both affect cognitive process and behaviour of
people.
3. Both are endurable and difficult to change.
4. Both influence each other and, other and, more
often than not, are used interchangeably34
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Differences between Attitudes and Values
Attitudes
1.Attitudes exhibit
predisposition to
respond.2.They refer to several
beliefs relating to a
specific object or
situation.
3. These are ones
personal experiences.
Values
Values represent
judgmental ideas like
what is right.They represent single
belief focused on
objects or situations.
These are derived from
social and cultural
mores.35
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Types ofValues
Terminal Values: The goals an individual
would like to achieve during his/her life
time.Instrument Values: Instrumental values
reflect the way to achieving goal. In other
words, these represent preferable modesof behaviour or means of achieving ones
terminal values.
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10.Friendship
11.Mature Love
12.Pleasure
13.Freedom
14.Wisdom
15.Prosperity
1
6.
National Security17.Social Respect
18.Exciting Life
10.Affection and Love
11.Politeness
12.Rationality
1
3.
Responsibility14.Courage
15.Competence
16.Cheerfulness17.Intelligence
18.imagination
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THANK YOU
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