The document discusses the concept of attitude, likening it to an iceberg where only a small portion is visible, with attitudes influencing behavior and perceptions in various ways. It outlines the components of attitudes, functions, and theories of attitude change, particularly cognitive dissonance and self-perception theory. Additionally, it addresses the impact of attitudes in the workplace, emphasizing job involvement, organizational commitment, and job satisfaction.

1. !ATTITUDEISEVERY THING

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

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

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

5. The IcebergKNOWLEDGE&SKILLSKNOWN TO OTHERSSEA LEVELUNKNOWN TO OTHERSATTITUDE

6. ConceptAn 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. Four Possible Reactions to Attitude Objects

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.

9. 9Components of Attitudes: Tripartite ViewCognitiveAttitudeAffectiveBehavioral

10. Components of AttitudesCOGNITIVEOpinion or beliefs about attitude object (pos & neg)AFFECTIVEemotions and feelings the object triggers (pos & neg)BEHAVIORALreaction toward the object (pos & neg actions)10

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

12. Functions of AttitudeINSTRUMENTALA T T I T U D EKNOWLEGEEGO DEFENCEVALUE EXPRESSION

13. Functions of AttitudesValue-Expressive function

14. enable us to express who we are and what we believe in

15. Ego-defensive function

16. enable us to project internally-held conflicts onto others means protecting self-esteem (e.g., homophobia)

17. Knowledge function

18. enable us to know the world

19. Utilitarian/Instrumental Function

20. Enable us to gain rewards and avoid punishmentTheories of attitude changeCognitive Dissonance TheorySelf Perception Theory

21. Attitudes, Behavior & ConsistencyPeople try maintain consistency between their different attitudes.

22. People try maintain consistency between attitudes and behavior.

23. Altering their attitudes or behavior, developing a rationalization for their discrepancy.15

24. Cognitive Dissonance TheoryIf there is an inconsistency between two attitudes or between attitudes and behavior

25. People seek to make them consistent

26. Achieve a stable state with minimum of dissonance16

27. Cognitive Dissonance TheoryDesire to reduce dissonance depends on importance of elements creating the dissonance

28. degree of influence over the elements

29. rewards involved in the dissonance17

30. Self-PerceptionTheoryAttitudes do not cause behavior, behavior causes attitudes

31. Attitudes are formed after the fact to make sense out of behavior that already occurred18

32. Do Attitudes cause Behavior?Answer: Not very well! Attitudes have a stronger affect on behavior if they are important

33. specific