Janardan Mishra's Presentation on Attitude

Janardan MishraSoft-Skill Trainer, Cuttack, Odisha

Voice: 09437303774

Contact for : Spoken English Training

Corporate Training

Training on Attitude

Attitudes

An attitude is a predisposition to act or feel a certain way towards a person or thing.

Attitudes • have an emotional

charge + or –• occur within a situation• can not be measured

directly– self reporting or inference

• are learned• not temporary - more or

less enduring

Situation

Attitude

Attitudes are learned

• In the absence of existing attitude we are open to suggestion

Something(object of attitude)

Positive resultGoal achievement

Formation of a + attitude

Communicator effect • highly respected source

helps formation of an attitude

• an inept attempt to teach an attitude can lead to a negative reaction eg. anti drug ads

Attitude stability depends on

• how closely it's linked with other attitudes

• knowledge - cognitive aspect

• degree of liking/disliking - affective aspect

Peanut butter example

• Cognitive (Knowledge)– larger jar for the money – less oil on top– creamier and easier to spread

• Affective (Emotional)– pretty label– I like those teddy bear presenters

• 2 component model: sum of cognitive X affective leading to a goal

Attitudes can be formed to preserve balance in our self image

• Have to fit with other attitudes, values, information accepted, what we do

• Changes in these may cause a readjustment of an attitude– eg. Johnny Cash for

Ripple Wine– Billy Jean King for

sports clothes

Knowledge

Opinion

Attitudes

Values

Attitude to object vs attitude to a behaviour

• The attitude-toward-object model– Attitude is function of evaluation of

product -specific beliefs and evaluations

• The attitude-toward-behavior model– Is the attitude toward behaving or acting

with respect to an object, rather than the attitude toward the object itself

• Object: Rolls Royce car• Behaviour: purchasing a Rolls Royce

Tricomponent Attitude Model (ABC)

– Affect (How I feel about it)plus

– Behavioural tendency (Conative), plus

– Cognitions (what I think or know) about likely consequences of behaviour

AFFECTIVE (Feeling)

BehaviourCONATIVE

COGNITIVEKnowledge

Measurement

• Observation - difficult & time consuming • Qualitative

– pinpoint importnat attributes & issues– provide direction for further research

• Self reporting scales– Likert - degree of agreement with a statement– Semantic differential - opposite adjectives– Rank order scale– Constant sum scale

Attitude Profiling

• Single component– One dimensional based on feelings– Healthy vs unhealthy breakfast– Popular in commercial market research– Could be a lot more specific

• Multi attribute methods– What are key ATTRIBUTES used to judge

something– Rate the brands on these attributes– How important is each attribute?

Multiattribute model

This college has great facilitiesDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 3 4 5 6 7 strongly

Teachers at this college are highly professionalDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 3 4 5 6 7 strongly

Courses are recognised by employersDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 4 5 6 7 strongly

College is easy to get toDisagree |__|__|__|__|__|__|__| AgreeStrongly 1 2 3 4 5 6 7 strongly

Snake diagrams

Fishbein type models SUM of Score X Importance on all attributes

Full time Marketing students' evaluation of subjects Sem 2/04

Questionnaire item

BSBSLS306A

BSBMKG604A

BSBMKG404A

BSBMKG406A

BSBADV605A

BSBCMN310A

BSBCMN310A

BSBMGT608A

Attitude change strategies

• Changing the Basic Motivational Function

• Associating the Product With an Admired Group or Event

• Resolving Two Conflicting Attitudes

• Altering Components of the Multiattribute Model

• Changing Beliefs About Competitors’ Brands

Four Basic Attitude Functions

• utilitarian – what it will do for you

• ego defensive function – helps protect customer self image

• value expressive – reflects customers general values, lifestyle or

attitude

• knowledge – cater to customer need to know

Associate with a special group, event or

cause

• eg. famous people who attended TAFE

• associate with Football, Olympics, etc.

Relating two conflicting attitudes

• eg. Do you want a status course or a job

Alter components of the multi attribute model • change the evaluation of attributes

• eg. you'll get a job with TAFE

• changing broad beliefs• eg. TAFE is more than this is how we hold the drill

• adding a new attribute• eg. social activities

• change the overall brand rating• eg. the one personnel companies go to first

• change beliefs about competing brands