ATTITUDE

PRESENTED BY: H J JAISHWINI

MAHAMMED RAZIK
AUGESTIN
Meaning
 An attitude is a positive; negative or mixed
evaluation of an object that is expressed at some
level of intensity.
 It is an expression of a favourable or unfavourable
evaluation of a person, place, thing or event.
Definition of Attitude:
According to N.L. Munn, “Attitudes are learned
predispositions towards aspects of our environment.
They may be positively or negatively directed
towards certain people, service or institution.”
Concept of Attitude:
 It is the most indispensable and distinctive
concept in contemporary social psychology.
 Attitude is important for psychologists and
particularly social psychologists and sociologists.
 the process of socialization the human being
conforms to these social norms and traditional
values.
 Attitude has got wide spread repercussions in one’s
social, personal and emotional life.

Component of attitude:
1. Cognitive Component:
 The cognitive component of attitudes refers to the
beliefs, thoughts, and attributes that we would
associate with an object.
 It is the opinion or belief segment of an attitude.
2. Affective Component:
 Affective component is the emotional or feeling
segment of an attitude.
 It is related to the statement which affects another
person.
 It deals with feelings or emotions that are brought to
the surface about something, such as fear or hate.
3. Behavioural Component:
 Behaviour component of an attitude consists of a
person’s tendencies to behave ‘in a particular way
toward an object.
  It refers to that part of attitude which reflects the
intention of a person in the short-run or long run.
FUNCTIONS OF ATTITUDE
 ADJUSTMENT FUNCTION: Attitude often help people to adjust to their
work environment. Well-treated employees tend to develop a positive
attitude towards their job, management and organisation in general
while berated and ill treated organisational members develop a
negative attitude . In other words , attitude help employees adjust to
their environment and form a basis of future behaviour .
 EGO-DEFENSIVE FUNCTION: Attitude help people to retain their dignity
and self-image. When a young faculty member who is full of fresh ideas
and enthusiasm, joins the organisation the older members might feel
somewhat threatened by him . But they tend to disapprove his creative
ideas as “crazy” and “impractical and dismiss him altogether .
 VALUE-EXPRESSIVE FUNCTION: Attitude provides individuals with

a basis for expressing their value. FOR EXAMPLE , A manager

who values hard and sincere work will be more vocal against an

employee who is having a very casual approach towards work .

 KNOWLEDGE FUNCTION : Attitude provide standards and frame

of reference that allow people to understand , and perceive the

world around him. If one has a strong negative attitude towards

the management, whatever the management does, even

employees welfare programmes can be perceived as something

‘bad’ and as actually against them.

FORMATION OF ATTITUDE

Attitude Formation Definition:

a. An attitude is a general and lasting positive or negative
opinion or feeling about some person, object , orissue.
Attitude formation occurs through either direct
experienceorthepersuasionofothersorthemedia.Attitudesh
avethreefoundations:
Affector emotion,behavior ,and cognitions
Formation/Sources of Attitudes:
The Attitudes are acquired but not important
sources of acquiring attitudes areas
Discussed below

1.DirectPersonalExperience:
person’s direct experience with the attitude object
determines his attitude towards it. The personal experience
of an individual, whether it is favourable or unfavourable,
will affect this attitude deeply.
2.Association:
Sometimes an individual comes across a new attitude object which
may be Associated with an old attitude object. .In such a case, the
attitude towards the old Attitude object may be transferred towards the
new attitude object.
3.Family and Peer Groups :
Attitudes like values are acquired from parents, teachers and peer
group members. In our early years, we beg in modelling our attitudes
after those we admire, Respect or may be even fear . We observe the
way our family and friends behave and we Shape our attitudes and
behaviour to a lign with theirs.
4.Neighbourhood:
The neighbourhood in which we live has certain cultural facilities,
religious group ethnic differences. Further, it has people, who
are neighbours. These People may be Northerners, Southerner
set.
5.EconomicStatusandOccupations:

Economic status and occupational position of the individual also

affect his Attitude formation. Our socio-economic background
influences our present and future attitudes.
6.Mass Communications:
Attitudes are generally less stable as compared to
values. Advertising messages. For example, attempt to
alter the attitude of the people toward ascertain
product or Service.
THANK YOU