9. They were doing the same job -
Stonecutting-
But their
made the whole difference
Attitudes can be both positive and
negative it is person which attitude he
wants to accept.
Foundation of human skill 9
11. Self-identity or self-
Self-esteem function:
expression function:
Attitudes maintains
Attitudes are an
or increases our
expression of our
feeling of self
central values and
worth.
beliefs.
Ego defensive Knowledge function:
function: Attitudes influence
Attitudes also serve our perception and
as an ego defensive thought about
mechanism. everything.
Impression motivation function:
Another function served by
attitudes is that of impression
motivation. We always want to
make a very good impression on
Foundation of human skill others and therefore express
11
“the right views”
12. Social psychologists believe that the
development of attitudes occurs in two
different ways.
Social learning
They are influenced by genetic factors
Foundation of human skill 12
13. Social learning is the process through
which we acquire new information, forms
of behavior, or attitude from other
people.
There are four important process that
influence attitude formation.
Foundation of human skill 13
15. Research findings suggest that genetic
factors play a small an important role in
attitude formation.
According to social psychologists,
genetic factors influence our
general dispositions.
Such dispositions include our
tendency to experience positive or
negative emotions most of the time.
Foundation of human skill 15
16. Attitudes are formed by individual
experiences over a long period of time.
attitudes once formed are very difficult to
change , especially if they are uniformly
positive or negative in nature.
Changing attitudes is much more easier if they
are ambivalent in nature.
Persuasion
technique
Attitudes can
be changed by
two ways :
Cognitive
dissonance
Foundation of human skill 16
17. Persuasion technique is defined as
efforts to change others attitudes
through the use of various kinds of
messages.
In this technique the changes in
attitude may take place when someone
sends a powerful message to one or a
group of people.
Important elements of persuasion
technique are given in the next slide.
Foundation of human skill 17
18. Credibility
Source/ Attraction
Communicator Rapid seeker
THE
Message/ Objective
PERSUASION Communication Distraction in
TECHNIQUE message
Two sided approach
Audience/ Self esteem
Target Education
18
Foundation of human skill
19. Cognitive dissonance is an unpleasant
internal state that result when
individuals notice inconsistency between
two or more of their attitudes or
between their attitudes & their
behavior.
In simple words, cognitive dissonance is a
state of discomfort that we experience
when there is inconsistency between our
attitudes or between our attitude &
behavior
Foundation of human skill 19
20. Change
attitude or
behavior
COGNITIVE
DISSONANCE
New
information
Trivialization
Foundation of human skill 20
21. Work related attitudes are relatively
lasting feelings, beliefs and behavioral
tendencies of an employee has towards
various aspects of the job.
Negative attitudes are both a symptom
and cause of future difficulties.
The impact of negative attitudes is seen in
the form of:
1. Increased absenteeism from works
2. High employee turnover
3. Poor quality of products
4. Poor customer service
5. Theft by employees
6. Disciplinary problems
Foundation of human skill 21
22. Job involvement
Important
work related
attitudes Organizational
commitment
Job satisfaction
Foundation of human skill 22
23. A number of factors determine an
employee’s attitude towards his
work.
Hence job satisfaction is said to be
multi-dimensional in nature.
The level of job satisfaction depends
on a number of factors.
The factors related to job
satisfaction are classified into
three categories .
Foundation of human skill 23
25. They are classified into two types:
Stereotypes : Prejudice :
Stereotypes are the Negative attitude
beliefs to effect that towards the members of
all the members of the specific social
specific group share group based on their
certain traits or membership.
characteristics.
Foundation of human skill 25
