EDD (Behavioral Science) By: Poonam Mittal

Chapter 3
ATTITUDE

The Framework

1. Meaning and Concept

2. Definition

3. Components of Attitude

4. Importance of Attitude in Organization

5. Barriers to Attitude change

6. Ways to Attitude Change

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EDD (Behavioral Science) By: Poonam Mittal
3.1 MEANING AND CONCEPT

 According to Thurstone attitude refers to

“The sum total of a man’s inclinations and feelings, prejudice or bias, preconceived
notions, ideas, fears, threats and convictions about any specific topic. Attitude is an
inclination to behave in a particular way”.

1. Attitudes are relatively lasting feelings, beliefs and behavior tendencies

directed towards specific persons, groups, ideas, issues and objects.

2. Attitudes are means to satisfy ego, to attain a desired goal or avoid an

undesired one.

3. It reflects our value system.

4. It is often substituted by knowledge.

5. Attitudes are manifested in conscious experience, verbal reports, behavior and

psychological symptoms.

3.2 DEFINITIONS

An attitude is defined as learned predisposition to respond in a consistently favorable

or unfavorable manner with respect to a given object.

1. In the words of Stephen Robbins

“Attitudes are evaluative statements- either favorable or unfavorable- concerning

objects, people or events”

Attitudes reflect how one feels about something e.g. A statement- I like my job, tells
attitude about work. Attitude indicates how an individual is likely to behave in a
certain situation.

2. According to New Comb,

Attitude is a condition of readiness to be motivated. It is neither behavior nor a cause

of behavior. It simply indicates how an individual is likely to behave in a certain
situation. It is a set of action with an emotional overtone.

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EDD (Behavioral Science) By: Poonam Mittal
3.3 COMPONENTS OF ATTITUDE

Attitude is made up of three components.

Cognitive (Thought) Affective (Feeling) Behavior (Intention to Act)

 Belief  Feelings  Intention to behave in
 Values  Moods a certain way towards
 Opinion  Sentiments some person, idea, event,

 Knowledge  Emotions about some issue.

 Information persons, idea, issue or event

held by individual

Examples of cognitive, affective and behavior are

 Cognitive (Thoughts) - My job is interesting

 Affective (Feelings) – I love my job.

 Behavioral (Intentions to act) - I am going to get to work early with a smiling face.

The term attitude essentially refers to affect part of the three components.

It is important to note that all the three components are interrelated. In fact an attitude is
based on the interrelationship of a person’s feelings, cognitions and behavioral tendencies
with regard to a person, idea, event, object or issue.

Attitude is a precondition to behavior.

Attitudes are acquired and learned: No one is born with attitude. The family, home, school,
peer group, social /political /economic environment helps in development of attitude.
Attitudes are acquired from parents, teachers and peer group members. In early years of life,
we begin modeling our attitudes after those we admire, respect or even fear. At work place
the behavior of the supervisor (critical/supportive) determines attitude. The neighborhood we
live in also affects the attitude formation. Similarly in honest political environment people
will be honest or vice versa.

Experiences help in acquisition and formation of attitude.

Education or knowledge plays an important part in formation and acquisition of attitude.

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EDD (Behavioral Science) By: Poonam Mittal
3.4 IMPORTANCE OF ATTITUDE IN ORGANIZATION

People differ in their personal disposition when they join an organization. Some of them may
be optimistic, upbeat cheerful and courteous. They are said to have positive affectivity.
Others may be pessimistic, downbeat, irritable and even abrasive. They are said to have
negative affectivity.

In order to achieve the organizational goals simultaneously with the individual goals and
needs, an understanding of employees’ attitude is essential. A manger wants efficiency and
productivity in an organization. This is possible to be realized through high-level job
satisfaction, job involvement and organizational commitment.

Positive job attitude help predict constructive behavior. Negative job attitudes help predict
undesirable behavior.

When employees are dissatisfied with their jobs, lack job involvement and are low in their
commitment to the organization. The dissatisfied employees may engage in psychological
withdrawal like daydreaming on the job, or physical withdrawal like unauthorized
absenteeism, early departures, extended breaks or work slowdowns or even acts of
aggression.

Satisfied employees may provide acts of customer service beyond the call duty, have
sparkling work records and display excellence in all areas of their work. Job involved and
organizationally committed employees believe in work ethic, exhibit high growth needs,
enjoy participation in decision making. They are seldom tardy or absent and show willingness
to work long hours. They demonstrate willing adherence to company’s policies.

Management desires favourable attitudes because they result in productive outcomes.

Employee satisfaction along with high productivity is a hallmark of a well-managed
organization. A positive attitude in organization increases productivity, fosters team work and
better relationships, solve problems, improves quality, makes for congenial atmosphere,
breeds loyalty, increases profit and reduces stress.

In organization negative attitudes are indicative of existence of some serious problem, which
may lead to forthcoming difficulties. A declining attitudes results in wild cat strikes, work
slowdowns, absenteeism and high turnover, grievances, bitterness and resentment, low
performance, poor product quality, shabby customer service, employee theft, disciplinary
problems etc. Also poor employee attitude may severely affect organizational
competitiveness.

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EDD (Behavioral Science) By: Poonam Mittal
According to International management trainer Shiv Khera

“A positive attitude results in a positive environment where a marginal performer’s output

goes up. On the other hand a negative attitude breeds a negative environment, where a good
performer’s output goes down.

Attitude is thus foundation of success for an organization.

3.5 BARRIERS TO ATTITUDE CHANGE

Attitudes are difficult to change due to the following barriers.

1. Cognitive Dissonance

It occurs when person’s behavior is inconsistent with his attitude. For example – a person
may realize that smoking and overeating are dangerous for health, yet continue to do
both. Usually such persons rationalize their dissonance by saying “oh quitting is easy, I
can quit whenever I decide.”

2. Strong Commitments

When an individual is strongly committed to a particular course of action, it is difficult to

change. Affiliation to a particular group also creates resistance to attitude change.

3. Insufficient Information

Sometimes people see no reason to change attitude due to lack of knowledge and
information.

4. Attitudes expressed publicly

Change requires one to admit his mistakes publically which is difficult.

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EDD (Behavioral Science) By: Poonam Mittal
3.6 WAYS TO CHANGE ATTITUDE

Some of the ways to change attitudes are given below

a. Providing required information – additional information helps in changing attitude

b. Use of fear- A moderate level of fear threats makes one aware of the situation and brings
change.

c. Influence of peers and friends – Peers and friends are liked, confided in and trusted,
hence one listens to them and changes his attitude.

d. Involvement approach – when individuals are actually involved in a particular situation

their dissatisfaction lowers and attitude changes.

e. Using change techniques effectively. Verbal techniques should be used when it can be
said with positive, effective tone with sufficient logic and evidences to support the
argument. Also employee training with practical experiences can be used for changing
attitude.

Attitude change is easy under the following circumstances:

 When change efforts are made by someone who is liked, credible and convincing.

 When the person is not strongly committed to it.

 When the required change is insignificant.

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