Attitude

In Today’s Session
 What is attitude…?
 The components of attitudes
 Does behavior always follow from
attitudes…?
 What are the major job attitudes..?
 Are these job attitudes really all that
distinct…?
what do we understand by the
term attitude?
The atti tude is the evaluative statements or
judgments concerning objects, people , or events.
More precisely atti tudes can be defined as a
persistent tendency to feel and behave in a
particular way toward some object which may
include events or individuals as well..
It may be positive or negative for e.g. family and
child
A quick look on the
component of
attitude…………….

Cognitive component

Affective component

Behavioral component
 Cognitive Component

• The opinion or belief segment of an attitude

• For e.g : the boss gave me good incentive for

my job : the boss is good
 Affective component

• The emotional or feeling segment of an

attitude.

• For e.g. from above example feeling come that

I like my boss.
 behavioral component

• An intension to behave in a certain way

toward someone or something.

• For e.g. in above example I behave in such a

way that I could work more sincerely.
THE COMPONENT OF ATTITUDE

3 Cognitive=evaluation
co e.g- my boss gave promotion to
m other who deserved it less than
p me. My supervisor is unfair.
o
n
e
nt
ar Affective = feeling Negative
e by above evaluation: attitude
cl I dislike my boss toward
os
el boss
y
re
la Behavioral = action
te By above two reason I take
d decision I looking for other job,
I’ve complained about my boss
to any one who would listen
ATTITUDE AND BEHAVIOR

ATTITUDE: Attitude is a feeling, belief, or

opinion of approval or disapproval towards
something.
Behavior: Behavior is an action or reaction
that occurs in response to an event or internal
stimuli (i.e., thought).
HOW MUCH DO YOU SEE OF AN ICEBERG?
ONLY 10% OF ANY ICEBERG
IS VISIBLE. THE REMAINING
90% IS BELOW SEA LEVEL.
 THE ICEBERG

VISIBLE
10 %
ABOVE SEA LEVEL
SEA LEVEL

INVISIBLE
BELOW SEA LEVEL

90 %
The Iceberg phenomena is also applicable
on human beings …
 THE ICEBERG

KNOWN KNOWLEDGE
TO OTHERS &
SKILLS SEA LEVEL

UNKNOWN
TO OTHERS

ATTITUDE
• In other words,
 THE ICEBERG

KNOWN
TO OTHERS BEHAVIOR
SEA LEVEL

UNKNOWN
TO OTHERS

VALUES – STANDARDS – JUDGMENTS

ATTITUDE
MOTIVES – ETHICS - BELIEFS
Behavior Affects Attitude; Attitude Affects Behavior
 Changing attitudes to change behavior

• Attitude and behavior are woven into the fabric of

daily life. Research has shown that individuals
register an immediate and automatic reaction of
"good" or "bad" towards everything they encounter
in less than a second, even before they are aware of
having formed an attitude. Advertising, political
campaigns, and other persuasive media messages
are all built on the premise that behavior follows
attitude, and attitude can be influenced with the
right message delivered in the right way.
 Changing behavior to influence attitudes
• Behavior is, quite simply, the way we act - the things we do and say,
like facial expressions, hand gestures, eye contact, and word choices.
Generally speaking, behavior follows attitude. We tend to behave the
way we feel.
• Sometimes, though, we find ourselves in a position when we have to
alter our behavior to be different from our underlying attitude.
• When working with a very challenging client, he learned to bite his
tongue and let her be right, even when he would have preferred to
argue with her. It was not easy but he's learned that letting
the challenging client get the best of you usually doesn't bode well
for the length of the client relationship. Granted, sometimes you
definitely need to let some clients go elsewhere - but usually, as this
contractor learned, a little discipline (behavior)helped change
his attitude and made all the difference.
• The lesson here is that we all have the ability to control our
behaviors, independent of how we feel, because it's our
conscious minds that determine how we act. The most amazing
outcome of this awareness is that by controlling our behavior, we can
control our attitudes - exactly the reverse of the way most people
live. We can choose how we want to feel by choosing the way we
behave.
• When behavior is inconsistent with attitude, it is sometimes a result
of social or peer pressure. While adult behavior generally follows
from held attitudes, for children, attitudes are often shaped by
observed behavior. From a very young age, children copy the actions
of others and, to a degree, build their attitudes and beliefs from this
learned behavior. As children grow into adolescence, the behavior of
their peers can have a significant impact. Sometimes this peer
pressure factor can be used to an advantage. One research study
found that antismoking campaigns targeted at teenagers can have a
higher success rate when adolescent peers are used as instructors.
 MAJOR JOB ATTITUDES

Attitude tap positive or negative

evaluations that employs hold about
aspects of their work environment.
MAJOR JOB ATTITUDES ARE RESEARCHED IN
OB
• JOB SATISFACTION
• JOB INVOLVEMENT
• ORGANIZATIONAL COMMITMENT
JOB SATISFACTION
Positive feeling towards job.
Person with high level of job satisfaction holds
positive feeling about that job.
When person dissatisfied holds negative feeling about
that job.
Employee attitudes & job satisfaction are
interchangeably used.
 JOB INVOLVEMENT
• Related to job satisfaction.
• Measures the degree to which people identify
psychologically with job, actively participates
& considers performance important to self
worth.
 PSYCHOLOGICAL EMPOWERMENT

• employees belief the degree to which they

affect their work environment, their
competence, the meaningfulness of their job
& perceived autonomy in their work.
 Conti…
• High level of job involvement & psychological
empowerment are positively related to
organizational citizenship & job performance.
• Also related to reduced number of absence &
lower resignation rate.
ORGANIZATIONAL COMMITMNET
• Degree to which an employee identifies with a
particular organization & its goals
• Wishes to maintain membership in
organization.
• AFFECTIVE COMMITMENT
• CONTINUANCE COMMITMENT
• NORMATIVE COMMITMENT
 Affective commitment
Emotionally affect to an organization & a belief in its
values.
Eg- pet shop employee may be affectively committed to
the company as its involvement with animals.
 Continuance commitment
• Perceived economic value of remaining with
an organization compared to leaving it.
• An employee may be committed to an
employer because person is paid well & feels
it would hurts his/her family to quit.
 Normative commitment
• An obligation to remain with organization for
moral or ethical reasons.
 Perceived organization support

• The degree to which employees believe the

organization value their contribution & cares
about their well being.
• Strong POS – perception are more likely to
have higher levels of OCB & job performance.
 Employee engagement & job engagement

• An individual s involvement with, satisfaction

with & enthusiasm for work which person
does in an organization.
Are Job Attitudes Really Distinct ? ?
 Perceive Organizational support
Degree to which employees believe the
organization values their contribution and cares
about their well-being.

Organizational Commitment
Feel committed to their job

Job Satisfaction
Their positive feeling about the job

High Job Involvement

People feel Deeply involved in their job
Perceived Organizational Support
and Strong Organizational
commitment are Positively
Related.
 So if we know someone’s effective
COMMITMENT , we basically know that
person’s organization is SUPPORTIVE.

But, Relation b\w Organizational

support and Organizational
Commitment Also Effected by
Employee’s Personality.
Are These Job Attitudes Really
Distinct?
No
These attitudes are highly related ,
Variables may be redundant
(measuring the same thing under a
different name)
While there is some distinction, there
is also a lot of overlap.
Thank you

Presented by:

Mahetar Sahil
Patel Viral

Desai Harshil