COMPONENTS OF

ATTITUDE
AFFECTIVE
CONSISTS OF THE FEELING A PERSON HAS
COMPONENT:
TOWARDS AN OBJECT.
EMOTIONAL COMPONENT THAT DEVELOPS AS
A CONDITIONED RESPONSE BY ASSOCIATION
WITH STIMULI DEPENDING ON
REWARD/PUNISHMENT.
RELATED WITH EVALUATION AND EMOTION
AND IS OFTEN EXPRESSED A LIKES OR DIS-
LIKES, GOOD OR BAD, PLEASING OR
DISPLEASING, FAVOURABLE OR
UNFAVOURABLE.
COGNITIVE
COMPONENT:
INTELLIGENCE,
OBJECT.
BELIEF TOWARDS AN

THESE MAY BE BASED ON A VARIETY OF

LEARNING EXPERIENCES, RUMORS,
MISUNDERSTANDINGS OR ANY OTHER
INFORMATION.
EVALUATIVE BELIEFS THAT TAKE
ACCOUNT OF GOOD/BAD,
DESIRABLE/UNDESIRABLE,
FAVOURABLE/UNFAVOURABLE
BEHAVIOURAL
COMPONENT:
CONATIVE/OVERT
COMPONENT.
THE WAY ONE INTENDS TO
BEHAVE TOWARD A
PARTICULAR OBJECT.
 Applications
 1.      DISCONFIRMED EXPECTATIONS:
People don’t agree their mistakes. Who are wrong in
decision-making try to justify their mistake by taking the
same decision again.
2.      POST DECISIONAL DISSONANCE:
A person gives up the good aspects of unchosen
alternatives and lives with the negative aspects of the
selected choice.
The unchosen alternative will be devalued and
overlooked.
CHANGING ATTITUDE
The attitudes can be changed in two ways.
 CONGURENT CHANGE
Change in same direction.
INCONGURENT CHANGE
Change in the opposite direction.
  While changing attitude the points to be kept in mind
1.      The characteristic of the communicator.
2.      The method of communication.
3.      The characteristics of the persons to be influenced.
4.      Situational factors.
FORMATION OF
ATTITUDE:
EXPERIENCE
ASSOCIATION
FAMILY
PEER GROUPS
SOCIETY
PERSONALITY FACTORS
FUNCTION DONE BY
ATTITUDE
ADJUSTMENT FUNCTION
EGO-DEFENSIVE FUNCTION
VALUE-EXPRESSIVE
FUNCTION
KNOWLEDGE FUNCTION
ADJUSTMENT
FUNCTION
Hedonistic Principle -People
strives to maximize rewards and
minimize punishments in their
external environment. Through
attitude we reach either desired
goals or avoid undesirable results.
 EGO-DEFENSIVE
FUNCTION:
Many of our attitudes serve the
function of defending our self-
image.
 VALUE-EXPRESSIVE
FUNCTION:
Having positive expression in the
minds of other individuals.
•Give clarity of the self-image.
•Molds the self image, close to the
hearts desire
 KNOWLEDGE FUNCTION
This is based on the need of understanding and
making sense of the world.
•Attitudes those are appropriate with the
retained and the attitude those are not desirable
will be discarded.
•Attitude those are inadequate to dealing with
new and changing environment will be thrown
out by an individual because they lead to
contradiction and inconsistency.
 COGNITIVE DISSONANCE THEORY
 Leon Festinger
Explains the linkage between attitude and behavior of the employees.
Dissonance-Psychological inconsistency among different cognition
associated with internal attitudes and behavior.
Cognitive dissonance can be resolved by
·        A person can resolve the importance of dissonant elements.
·        A person can add new cognition or more constant elements.
·        A person can change the dissonant elements together.