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Nature The salient features which contribute to the meaning of attitudes are:
ii. The feelings and beliefs are directed towards other people, objects or ideas.
iv. Attitude can fall anywhere along a continuum from very favourable to very unfavourable.
v. Attitudes endure.
Some of the definitions of attitude are as below: a. “The word attitude describes a persistent
tendency to feel and behave in a particular way towards some object”.
c. “Attitudes are learned predispositions towards aspects of our environment. They may be
positively or negatively directed towards certain people, service or institutions”.
3.13 FORMATION OF ATTITUDE Individuals acquire attitudes from several sources, but the
point to be stressed is that the attitudes are acquired, but not inherited. The most important
sources of acquiring attitudes are:
object. Employees form attitudes about jobs on their previous experiences. For
e.g.. if everyone who has held a job has been promoted within six months, current
job holders are likely to believe that they will also be promoted within six months.
One of the basic processes underlying attitude formation can be explained on the
and the emotional reactions that accompany them. For e.g., many soldiers who
were stationed in the Persian Gulf during the war with Iraq reported that, they never
wanted to sit on a sandy beach again. This is the soldiers formed negative attitudes
attitudes by attempting to link a product they want consumers to buy with a positive
feeling or event.
Conversely, a person who states an attitude that elicits ridicule from others may
modify or abandon the attitude. But it is not only direct reinforcement or punishment
In which a person learns something through the observance of others, can also
account for attitude development — particularly when the individual has no direct
experience with the object about which the attitude is held. It is through vicariously
We also learn attitudes vicariously through television, films and other media.
a. Family and Peer groups
A person may learn attitudes through imitation of parents. If parents have positive
attitude towards an object and the child admires his parents, he is likely to adopt
a similar attitude, even without being told about the object and even without having
direct experience. Attitudes towards the opposite sex, religion, tolerance or prejudice,
education, occupations and almost all other areas where attitudes are capable of
expression are the result of our accepting or rejecting the attitudes held by members
of our family. Similarly, attitudes are acquired from peer groups in colleges and
organizations.
b. Neighbourhood
The neighborhoods we live has a certain structure in terms of its having cultural
facilities, religious groupings and possibly ethnic differences. Further, it has people
Southerners. Further, we accept these moves and conform, or we deny them and
possibly rebel. The conformity or rebellion in some respects is the evidence of the
attitudes we hold.
They determine, in part, our attitudes towards unions and management and our
belief that certain laws are “good” or “bad”. Our socio-economic background
the audience selects the specific form of mass communication that best reflects its
attitudes on various subjects. The material we select helps us either to
TYPES OF ATTITUDES
i. Job Satisfaction
Job satisfaction refers to one’s feeling towards one’s job. An individual having
dissatisfied person will have negative attitude towards his orher job. When people
speak of employee attitudes they invariably refer to job satisfaction. In fact, the
two terms are used interchangeably, though subtle difference does exist between
the two.
psychologically with his or her job and perceives his or her perceived performance
level important to self worth. High degree of job involvement results in fewer absence
identification with his or her organization and feels proud of being its employee.
and its goals. Needless to say, it is to state that, an individual may be attached to
his or her job but may be indifferent to the organization and its objectives. Turnover
Job involvement
Definition (1):
Job involvement is the degree to which an employee identifies with his or her job,
actively participates in it, and considers his or her job performance to
be important to his or her self-worth. Employees with a high level of
this involvement strongly identify with and really care about the kind of work they
do. Their positive attitude leads them to contribute to their work in positive ways.
High levels of this involvement have been found to be related to fewer absences,
lower resignation rates, and higher employee engagement with work.
Definition (2):
The model of organisational commitment proposed by Meyer and Allen (1991) is the
most popular and comprehensively validated multidimensional model. Three
components are contained in Meyer and Allen’s (1991) organisational commitment
model: affective, continuance, and normative. Affective commitment is a feeling of
emotional attachment demonstrated in the statement, “I work here because the
people are great and the work is fun.” Continuance commitment is a feeling that the
costs of leaving are too high or it is too much trouble to go somewhere else. For
example, “I’d leave if I knew I could get another job that paid as much.” Normative
commitment is a feeling of obligation. For example, “I work here because they hired
me when I needed a job so I owe it to them.” The three components are now
described in greater detail.
Three-Component Model (TCM) is a distinguished theory in organizational
commitment. As per this theory, there are three distinct components to
organizational commitment.
1. Motivation
Motivation refers to the process that causes people to act as they do. A study shows
that motivation occurs “when a need is aroused and the person wishes to satisfy it”,
therefore motivation is the core to the success of the organization is essential when the
higher employee’s levels of motivation, the more productive outcome they can give to
the organization.
Van Niekerk (1987) has defined that motivation as the creation of work circumstances
that influence employees to perform certain task of their own free will, in order to reach
the goals of the organization and satisfy their own needs. Therefore, it is very important
for employer to motivate their employee in order to increase the organization
productivity as well as the profit. Research has shown that the more employee become
motivated the more involvement towards their jobs at workplace.
However, Du Toit (1990) added that motivation has influenced by individual
characteristics such as people’s own interests, value and needs, work characteristics such
as task variety and responsibility and organizational characteristics such as its policies,
procedures and customs. Despite that Pinder (1998) have described that motivation as
the set of internal and external forces which initiate the work-related behavior and
determine its form, intensity and also duration.
Researcher study Cunningham (2002) shown that firefighters have one of the most
dedicated and motivated professions in the world. In addition, a firefighter is also seen
as one of the most ethical and honorable positions a person who able to hold because
they are the most trustworthy in the consensus of the public which stated by
Cunningham (2002), example to go into a burning buildings and rescue complete
strangers, firefighter have to be a very motivated group of people with a sense of
organization and teamwork which described by Casey (2000).
It is clearly stated in the research that motivation of a workers carry the behavioral of
them towards their job involvement, also determine their level of motivation in the
workplace. In some cases managers play an important role of leadership to boost their
worker’s motivation towards their performance and task that given to them. Motivation
of a worker could provide better self enhancement towards their career.
A study of motivation shows that the impact on the academic staff motivation in a
higher education which refer to the hygiene factor of Herzberg mentioned by Rowley
(1996). From the study the author explained that the frustration could develop from the
dissatisfaction which able to prevent staff from accomplish their jobs such as poor
timetable organization, inadequate maintenance of educational equipment or else time
management.
In addition, Hertzberg theory has conducted a study on the motivation factors which
included of the work itself, advancement, recognition and responsibility directly related
to the employee job and individual itself. Taylor’s Scientific Management (1911) has
proposed a science theory could be able develop for each element of an employee’s
task that scientifically selected and trained, where else the managers should sincerely
ensure the employee that being done in accordance with the principles of the science,
and also there should be an equal division of their task and responsibility between the
organization’s management. The author has argued that motivation need to bring
human skills whereby minimizing their hope of mistakes and careless that they could
make.
A researcher Dinham and Scott (1998) has identify that the work salary has become the
important needs of every employee which could lead them to a very high or low level
motivation in many academic field. For example, a supported research from Darmody
and Smyth (2010) appeal that this factor lead of deterioration of some staff in academic
profession.
Moreover, organizational citizenship behavior has been related construct from the
organizational commitment that developed by organizational psychologist which
described by Cohen (2000), which emphasize to particular class of employee behavior
and attitude based for a practically significant workplace based of employee job
attitudes.
organizational citizenship behavior exist of factors such as positive and negative “extra-
role” behavior which influence the employee’s productivity believed to be reflected in
performance evaluations explained by MacKenzle (1991). The variable of job
involvement has related to organizational citizenship behavior which affective response
of various job related whereby explain the employee’s mood engaged with their
organizational citizenship behavior according researcher Schnake (1991).
Organ and Konovsky (1989) has mentioned a study that organizational citizenship
behavior has become an important element of a cognitive appraisal of an employee
work performance and also related to their work environment based on the outcome
such as positive and negative behavior during perform their task in an organization. For
example, employee that has positive behavior towards their organization, then they tend
to be more spiritual on handling their work.
In the view of Smith (1983) has stated that organizational citizenship behavior has two
main facets such as organizational altruistic, it refer to specify person and also
organizational citizenship behavior compliance more of “good soldier” or “good citizen”
of doing the “right and proper”. For example, employee in working environment helps
to attach them with the interrelated work relationship between other employee from
different department and establish an altruistic motive with an organization share their
skill, knowledge, capability, and experiences together with passion which mentioned by
(Bolino, 2002).
According to Freeman (1978) that employers prefer that their employees to be satisfied,
since the employees’ satisfaction is closely related to their labor market such as
productivity, quits and absenteeism. On the other hand, Locke (1976) has defines that
the job satisfaction as the individual’s subjective valuation of different aspects of their
job involvement.
Another author Herzberg (1957) has stated that employee’s psychological recognition
given through their accomplishment of their job, to believe the level of job satisfaction
determined by the gap of the work actually and expected obtained by the employees.
There are five factors that related to the job satisfaction of the employees included
company policy, administration, inter-personal relations, work condition and payment.
Shore (1995) has mentioned that an employee tend to be more loyal towards their
organization when they have the high level of job satisfaction whereby the employee
has happy working environment with the other employee, who share the experience and
skill together. The bonding of the employee working relationship could foster the level
job satisfaction in the workplace.