There were Stone-cutters toiling on the roadside

When asked for their

Responses, one replied with
pains, “ No choice! I have got to do this
Labor for my child”
 Another said with pride,
“Our roads are getting built;
I do it as Duty to my Nation”
 While the third calmly said,
“ I do it as Worship of the Lord
at the Temple that is being
built.”
The Child of the first became A Stonecutter,

An Army Officer of the Second,

And A Renowned Architect of the

third
They were doing the same job -
Stonecutting-
but
their ATTITUDE made the
whole difference.
 CONCEPT & MEANING

 According to Fred Luthans,

Attitude is how one feels about something.
That may be idea, event, object, environment
or anything else.

 Fishbein & Ajzen

“A learned predisposition to respond in a
consistently favorable or unfavorable manner with
respect to a given object”
THE ICEBERG

HOW MUCH DO YOU SEE OF AN ICEBERG?

THE 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 %
 KNOWN
TO OTHERS BEHAVIOR
SEA LEVEL

UNKNOWN
TO OTHERS

VALUES – STANDARDS – JUDGMENTS

ATTITUDE
MOTIVES – ETHICS - BELIEFS


An attitude is a
predisposition to
act or feel a
certain way
towards a person
or thing.
Meaning:-
Attitudes are the beliefs, feelings and behavioral
tendencies held by a person
about an object, person and feeling.

Attitude are for or against the things

Evaluation statements or judgment concerning object,

people, or events.
Cognitive component of an attitude the opinion or belief
segment of an attitude.
Affective component of an attitude the emotional or
feeling segment of an attitude.
◦ Affect
(How I feel about it)

◦ Behavioral tendency
(What I know)

◦ Cognitive
(How I behave)
 AFFECT
Affective component of an attitude of an attitude, The opinion or
belief segment of an attitude.

Effect is the emotional or feeling segment of an attitude.

BEHAVIORAL
Behavioral component of an attitude refers to an intention
to behave in a certain way toward someone or something.

knowledge a person presumes about something.

COGNITIVE
Cognitive component of an attitude refers to the opinion or
belief segment of an attitude.

a persons behavior towards something.

 Cognitive (Knowledge)
◦ Larger jar for the money
◦ Less oil on top
◦ Creamier and easier to spread

 Affective (Emotional)
◦ Pretty label
◦ I like those teddy bear presenters

 Behavior (Action)
◦ Intention to purchase/not to purchase

19
 COMPONENTS OF ATTITUDE

Cognitive Beliefs

Affective
Stimuli Feelings Attitude

Behavioral
Behavioral
Intentions
Source of persons Attitude
Formation.

 Personal experiences.  Direct experience

 Association.  Family

 Family.  Friends

 Models.  Mass media

 Institutional factor.  Direct marketing

MAJOR JOB ATTITUDES
 Job satisfaction
 Job involvement

 Perceived organizational

support
 Employee engagement
 WHAT CAUSES JOB
SATISFACTION?
 Work itself – the strongest correlation with overall satisfaction
 Pay – not correlated after individual reaches a level of
comfortable living
 Advancement opportunities

 Supervision

 Coworkers

 A person’s personality
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

 Organization commitment is an attitude about

employee’s loyalty to their organization.
 It is a measure of the employee’s willingness
to remain with a firm in the future also.
 Employee accepts the

values and goals

of organization.
DIMENSION
OF ORGANIZATIONAL
COMMITMENT
 Affective commitment-
commitment emotional attachment
with the organization.
 Continuous commitment-
commitment continue because of
benefits.
 Normative commitment-
commitment continue because it
is considered good to stay on.
 Conclusion

“The greatest discovery of my generation is

that human beings can alter lives by altering
their attitudes of mind”
William James
Father of American Psychology
THANKS FOR PAYING
ATTENTION