Concept of Attitude and Implications for

Managers
 Learning Outcomes

• Applications of ABC model in relation to cognitive

dissonance
• Understand the Job satisfaction, job involvement and
organizational commitment
• Measuring Employee Engagement
Attitude

Attitude are evaluative statements indicating one’s

feeling either favourably or unfavourably towards
person, objects, events or situations.

Complex cognitive process

 Tripartite Model

Consists of three components of attitude:

First component includes an individual’s cognitive response which

represents verbal statements of belief

Second component includes an individual’s emotion which

represents verbal statements of feeling

Third component includes an individual’s overt action which

represents verbal statements about intended behaviour against
environment stimuli
 Test your understanding!

Q- Steve likes Toyota Automobiles because he thinks

they have the highest reliability of all automobiles. His
belief about Toyota’s reliability represents which
component of Steve’s attitude?

a. Affective
b. Cognitive
c. Factual
d. Behavioural
 Work related Attitudes
Job involvement Organizational Commitment

Degree to which a person identifies The degree to which an employee

with his or her job, actively participates identifies with a particular organization
in it, and considers his or her and its goals, and wishes to maintain
performance important to self-worth membership in the organization.
 How can employees express dissatisfaction?

Prevalent New
Dissatisfaction expressed through “I need a new challenge.”
behaviour directed towards leaving the
organization

Dissatisfaction expressed through  “I need your help to reach my full

active and constructive attempts to potential.”
improve working conditions

Dissatisfaction expressed by passively I’m not sure if this role is the right fit for
waiting for conditions to improve me.”

Dissatisfaction expressed through “My work is exhausting.!Can you help

allowing conditions to worsen me?”
 Brainstorming Session

Outcome: Develop plans for transforming negative attitude

Situation Attitude New ways to

Respond
 Cognitive Dissonance

Cognitive dissonance refers to a situation involving

conflicting attitudes, beliefs or behaviours.

Theory suggests that individuals have inner drive to hold

their attitudes and beliefs in harmony and avoid
disharmony
Case Title- When there is No Will, Is there a Way?

Synopsis
The case examines the thought process of an elder father (Bansilal,
aged 62) who faces a complex situation when his elder son, who
works with him in the family business starts nagging him to make a
will. The father’s though process are revealed as he tries to
understand the reason’s behind his son’s motivation

Objectives
To eliminate cognitive dissonance for effective decision making
 Question for Discussion

Q1: Why do you think Bansilal has shown resistance to

making a will?

Q2: What do you advice Bansilal? Should he make the

will or not? What should be his first priority?
 Measuring Employee Engagement

Engaged employees invest themselves in the broader

success of the company, rather than only being present
for the paycheck and benefits.

Key Performance Indicators are as followed:

 Diversity and Inclusion
 Employee Engagement Survey
 Employee Net Provider Score
 Employee Absenteeism and Turnover Rate
 Test your understanding!!

Q- Which of the following is not considered as driver for

employee engagement?

a. Career growth and opportunities

b. Calling to potential customers
c. Effective leadership
d. Autonomy to do the job
 Trends in Employee Engagement
- 6th July 2020

62% of Millennials are willing to switch to gig economy within the

next 2 years. – Deloitte
(More Prominence to Work-Life Harmony)

A 2018 study from PricewaterhouseCoopers (PwC) found that 75

percent of surveyed companies now have at least one HR process
in the cloud
(Cloud- Technology)

92 percent of employees believe showing empathy is an important

way to advance employee retention.- Business Solver
(Redefining “Human” in HR)
 Best Practices for Tying Engagement to
Business Performance

• Pointed, clear questions that go beyond measuring

“satisfaction.”
• Ensuring that goal alignment is occurring at every level
of the organization and is well-communicated. 
• Using data to leverage engagement initiatives to improve
performance, customer satisfaction/net promoter score
(NPS)surveys and feedback, and then tying winning
results to recognition programs to reinforce alignment
and the activities linked to performance.
 Employee Engagement in India

Between 2015 and 2018, India reflected a five per cent

increase (the maximum in the world) in the number of
employees who were fully engaged. In its study, ADP
covered 19,346 full-time as well as part-time employees
across 19 countries.

ADP covered 19,346 full-time as well as part-time

employees across 19 countries.