ATMIYA INSTITUTE OF TECHNOLOGY AND SCIENCE

ATTITUDE
Introduction:

 Our attitudes are the way we view the world, others, our lives and ourselves. It is our
mental makeup and pattern of our thoughts.
 Unlike perception and intuition, attitudes are not born instantaneously, but are formed
from our experiences or the way we have been brought up to think. Our attitudes are also
called our mindsets.
 A positive thinker will view failure as the pillar of success, whereas a negative thinker
will think of failure as a cause to depression. We become our biggest obstacle by thinking
negatively.
 Attitudes are important because they guide our thinking.
 We become what we keep thinking all day long. Thus, our attitudes determine our
destiny.
 If we possess correct attitudes, we can chart our correct paths in life like a light house
which guides ships safely in a stormy sea at night.

Definition:

1) Attitudes describe a persistent tendency to feel & behave in a particular way towards
some objects.
2) Attitudes are the beliefs, feelings & behavior of an individual towards objects, ideas &
people.

Features/Characteristics of ATTITUDE:

Certain prominent features of attitude are:

1) Attitudes are acquired, not inherited.

2) Attitudes can’t be directly observed. They are inferred from what people say and do.
3) Attitudes tend to result in behavior & action.
4) Attitudes are relatively consistent but can change.
5) Attitudes tend to persist unless something is done to change them.
6) They can range from very favorable to very unfavorable.
7) They are feelings and beliefs directed towards others.
8) They are generally hidden in the heart or mind which may be expressed in a particular
situation.
9) Attitudes are influenced by different factors such as salary, workplace, relationships,
rewards, punishment etc.

DEVELOPMENT OF HUMAN SKILLS DR SHIVAM POPAT

ATMIYA INSTITUTE OF TECHNOLOGY AND SCIENCE

Important Sources of Acquiring Attitudes:

1) Direct experience with the object: when we deal with the person or object
directly, we develop some kind of opinion about it E.g. When you go to
market for shopping you past experience with a specific brand of goods will
result into you buying or not buying that particular product.
2) Our family and friends: Our immediate family member teaches us to think
in a particular way. Various opinions expressed by them get fixed in our belief
system. In this way our attitudes and beliefs are shaped by them. E.g. when
friends say smoking is good and is a symbol of status, you tend to think the
same way.
3) Neighborhoods: The thinking and belief system shared by the people of our
neighborhood influence our thought process also E.g. community life, narrow-
mindedness or open mindedness are also learnt from neighborhood.
4) Socio-economic group: Our society is divided into different stratas. Certain
things which are accepted by one class are not considered good by others. E.g.
giving higher education to a girl or wearing western dresses are accepted in
some socio economic groups but not in others.

Functions of Attitudes:
Our attitudes serve four important functions:

1) Utilitarian: Our attitudes help us to adjust to the demands of our environment.

We form our attitudes in such a way that we adjust well to our society. E.g. if
the leader of a company has very favorable attitude towards neatness, the
subordinates also have to see it positively and maintain neatness to adjust to
the demand of the situation.
2) Ego Defense: Attitudes help people defend their self image. If a person can’t
prove his worth and is terminated from his job, he defends his incompetence
by saying that organizations policies are poor. So he shows a negative attitude
towards the organization to safeguard his ego.
3) Value Expression: Our attitudes express our values - our criteria of right and
wrong. Through our attitude, we express what we consider right or wrong. E.g.
If we express negative attitude towards corruption, it shows that we value
honesty and righteousness. So, our attitudes give us a chance to
express our values.
4) Knowledge function: We will express our opinions or beliefs only if we have
the right knowledge about a particular person, idea or situation. So our attitude
reflects our knowledge related to that particular aspect. Suppose there is new
government policy on life insurance. You will develop any attitude or opinion

DEVELOPMENT OF HUMAN SKILLS DR SHIVAM POPAT

ATMIYA INSTITUTE OF TECHNOLOGY AND SCIENCE

about it only when you are aware of it. So, your attitude shows your
knowledge.

Classification of Attitudes:
Attitudes can be classified into following categories:
1. Positive or Negative: These are determined by whether we look at the positive side of
life or view everything negatively.
2. Optimistic or Pessimistic: We are hopeful or disappointed about the future.
3. Flexible or Stubborn: We are ready to change our attitude as per the demand of the
situation or are they too stubborn to be changed.
4. Deep or Shallow: Our attitudes are more deep seated or as easily influenced by others.
5. Winning or Loosing: In any situation, we have winning attitude or easily give up.
6. React or Respond: In any situation, we respond by giving convincing ideas or just react
impulsively without constructive view point.

Theories of Attitude Formation & Change:

Certain theories have been formulated which try to explain attitude formation and change
in different ways:

1. Cognitive dissonance theory: This theory states that people change their attitude when
they have conflicting beliefs about an issue, in order to reduce the discomfort created by
these incompatible beliefs. People adopt an alternative behaviour or change their attitude.
Dissonance arising from conflict is reduced through evaluation of conflicting thoughts to
arrive at consonance and adoption of new beliefs. Employees may re-evaluate the dissent
attitude and reject them. Unpleasant feelings are reduced by rival attitudes. The desire to
reduce dissonance depends upon the severity of dissonance. Greater the disturbances
more are the chances to change. For example, team members, who have dissonance or
negative attitude about each other have t change their attitude and be more cooperative,
understanding in order to achieve organizational goals.

2. Attitude change through learning: Classical conditioning, operant conditioning and

observing the behavior of others can be used to strengthen desirable attitudes and weaken
undesirable ones. These theories assert that attitudes are learnt firstly by: positive or
negative conditioning with the object and secondly by observing others.

3. Theory of persuasion: This theory suggests that people can alter their attitudes in two
ways. Firstly, they are motivated to listen and think about the message, thus leading to an
attitude shift. Secondly, are influenced by characteristics of the speaker leading to a
temporary or surface shift in attitude. Messages that are thought provoking and that

DEVELOPMENT OF HUMAN SKILLS DR SHIVAM POPAT

ATMIYA INSTITUTE OF TECHNOLOGY AND SCIENCE

appeal to logic are more likely to lead to permanent changes in attitudes e.g. speeches by
political leaders are persuasive in nature to change the attitude of people towards them.

4. Manager – Employees Relationship Theory: If there are cordial relations between the
management and employees, it helps to develop employee’s attitude. If the relationship is
helpful and congenial, employees will imbibe positive attitude. They will work for the
development of the organization. On the contrary, if manager-employee relationship is
not good, employees don’t bother for the development of the organization.

5. Attribution Theory: This theory asserts that people assign some attributes to their
attitudes. Such attributes are based on self-perception, other’s attribution and correct
attributes. For example, an employee smokes giving explanation that it activates him to
work and concentrate.

i) Self-Perception: People assign certain attributes to their attitudes based on self

perception. He decides to stick to some behavior or attitude on the basis of his
own judgment. For example an employee works hard because he wants to be
successful.
ii) Other’s Attributions: The attitudes of seniors and peers are also accepted as
guiding factors for attitude formation and change. Therefore, the manager must
act in positive and sincere manner to demonstrate positive performance for the
employees to follow.
iii) Object Attributions: The attributes or qualities of objects or things have direct
influence on attitude formation and change. Higher bonus and wages attached to
the production induce employees to work hard for achieving them.
iv) Correct Attributes: Employees are expected to imbibe such attributes like honesty
and sincerity. They develop positive attitude towards such qualities because these
are accepted as correct by a large segment of people.

DEVELOPMENT OF HUMAN SKILLS DR SHIVAM POPAT