 An

attitude may be defined as a tendency to react positively or negatively with regard to the object.
 Attitude

are for or against the things

Arousal of Attitude
 Positive  Negative

Components of attitude
 Cognitive

( what I know?)  Affective ( how I feel?)  Conative ( How I behave?)

Attitude Formation
 Attitude

are basically learned . People are not born with attitude rather they acquire them through the process of learning.

Source of persons Attitude Formation.
 Personal

experiences.  Association.  Family.  Models.  Institutional factor.

Personal experiences
 People

form attitude by coming in direct contact with the object.
Through job experiences the develop attitude about
 Salary  Performance  Job

design  Affiliation  Management capabilities


People are highly influenced by the major group or association to which they belong.
Geographic region  religion  Educational background  Sex  Age  Income class
 

The nearer the group the stronger the stronger is the group influence on the attitude of the individual.

 Family

is the primary group that an individual belongs to . Family exerts influence on the initial core of attitude held by the individual.

Relation of Children & Parents Children & Teacher

 In

a particular situation we see how another person behaves . We correctly or incorrectly interpret his behavior as representing certain attitudes or beliefs.

Children took their parents as models, they learn them by watching whom their parents respect , whom they treat as friends, and whom they dislike.

Institutional factor
 Many

institution function are sources and support of our attitude and beliefs.
 Description

of temple . Gives an idea as to the general character of the religious attitude and beliefs.

Work Organization
 In

organization the general meaning of attitude is applied to work they perform
- job satisfaction - organizational commitment

Job satisfaction
 Primarily
– – –

concerned with the job or the work undertake in the organization.
Nature of job. The compensation a person gets. Behavior of superior and coworkers.
 Job

satisfaction leads to improved performance and retention of personnel in the organization.

Organizational Commitment
 Shows

the relationship between the individual and the organization .  The stronger the relationship is the higher the organizational commitment will be.

Organizational commitment indicates a persons feeling with regard to Continuing

his/her relation with the organization.  Acceptance of values and goals of organization.  Willingness to help the organization in achieving the goals.

3 Dimension of Organizational Commitment
 Affective

commitment- emotional attachment with the organization.  Continuous commitment- continue because of benefits.  normative commitment- continue because it is considered good to stay on.

Changing attitudes
 When

the influence in a given direction become relatively stronger then those in opposite direction , the attitude will tend to shift.
– –

Congruent changes Incongruent changes

Classification of attitude change
– –

Congruent changes
 Movement

in same direction.

Incongruent changes
 Change

towards the other end.

Points to be kept in mind when a manager is trying to change the attitude of the employee.
 Characteristics

of communicator- status and prestige of the manager.  Method of communication- more convinced not Biased  Characteristics of target- commitment of the target to initial attitude.  Situational factor- if the situation is favorable then there is less hesitation in changing the attitude.



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