An attitude is a hypothetical construct that represents an individual's degree of like or dislike for an item. Types of Attitude Functions of Attitude Elements of Attitude Theories of Attitude

1. Hamza Akhtar & Anwaar

2. How much do you see of an iceberg???
The Iceberg

3. ONLY 10% OF
ANY ICEBERG
IS VISIBLE.
THE
REMAINING
90% IS BELOW
SEA LEVEL.
The Iceberg

4. The Iceberg phenomena is also applicable on human
beings.
The Iceberg

5. The Iceberg
KNOWLEDGE
&KNOWN
TO OTHERS
SKILLS SEA LEVEL
UNKNOWN
TO OTHERS
ATTITUDE

6. Concept
An attitude is a hypothetical construct
that represents an individual's degree of
like or dislike for an item.
Attitudes are generally positive or
negative views of a person, place, thing,
or event this is often referred to as the
attitude object.

7. Features of Attitude
Attitude can be characterized in Different ways:
 Changes with time & situation.
 Related to feelings & beliefs of people.
 Effects one's behavior positively or negatively.
 Affect perception.
 Learned through experience
 May be unconsciously held

8. Positive Attitude
The predisposition that results in desirable outcomes
for individuals and organizations.
Negative Attitude
The tendency of a person that result in an
undesirable outcome for individuals and
organizations.

10. Components of Attitudes
COGNITIVE
Opinion or beliefs about attitude object (pos & neg)
AFFECTIVE
emotions and feelings the object triggers (pos & neg)
BEHAVIORAL
reaction toward the object (pos & neg actions)
10

11. Attitude Object: EMPLOYEE
COGNITIONS
My pay is low.
My supervisor is unfair.
AFFECTS
I am angry over how little I’m paid.
I dislike my supervisor.
BEHAVIORS
I am going to look for another job that
pays better.
I am looking for another job.
11

12. Functions of Attitude
INSTRUMENTAL
KNOWLEGE AT T I T U D E EGO DEFENCE
VALUE EXPRESSION

13. Functions of Attitude
Attitude Change & Strategies
Attitudes are influenced by personal experience and
other source of information, and personality.
The below are the attitude change strategies :
1. Changing the Basic Motivational Function
2. Associating the Product with an Admired Group
3. Resolving Two Conflicting Attitudes
4. Altering Components of the Multi Attribute Model
5. Changing Beliefs About Competitor Brands

14. Changing the Basic Motivational Function
An effective strategy for changing consumer Attitudes toward a
product or brand is to make particular needs prominent. One
method for changing motivation is known as the functional
approach. Attitude s can be classified in terms of four functions:
1. Value-Expressive Function:
enable us to express who we are and what we believe in
2. Ego-Defensive Function:
enable us to project internally-held conflicts onto others
means protecting self-esteem
3. Knowledge Function:
enable us to know the world
4. Utilitarian/Instrumental Function:
Enable us to gain rewards and avoid punishment

15. Associating the Product with an Admired Group
It can be possible to alter the attitudes of consumers towards a
particular company or brand by associating its products with
certain social groups, events or causes.

16. Resolving Two Conflicting Attitudes
If consumers can be made to see that their negative attitude
toward a product is not in conflict with another attitude, they
may be induced to change their evaluation of the product.

17. Altering Components of The Multi
Attribute Model
This can involve changing the relative evaluation of a products
attributes, changing brand beliefs and changing the overall
brand rating or adding an attribute.

18. Changing Beliefs About Competitor Brands
This can be achieved by the use of comparative advertising,
which can change a consumers’ beliefs and attitudes about a
competing brand.