This document discusses attitude development and theories of attitude change. It defines an attitude as a positive or negative view of a person, place, thing or event. Attitudes have three components - cognitive beliefs, affective feelings, and behavioral reactions. Two major theories of attitude change are cognitive dissonance theory, which posits that people seek consistency between attitudes and behaviors, and self-perception theory, where attitudes form after behaviors to make sense of them. Attitudes alone do not strongly predict behaviors but can influence intentions and behaviors when important, specific, accessible, and socially reinforced with experience.

1. ATTITUDE
DEVELOPMENT

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

3. Four Possible Reactions to
Attitude Objects

4. For ex­ The Iceberg
The Iceberg phenomena is also applicable
on human beings ...
Only 10% Of Any Iceberg
Above Sea Level
Is Visible which are
KNOWLEDGE & SKILLS
– known to others.
The Remaining 90% Is
Below Sea Level which is
ATTITUDE
– unknown to others.

5. Tpyes of Attitude
1. Positive attitude:
The predisposition that results in
desirable outcomes for individuals
and organizations.
2. Negative attitude:
The tendency of a person that
results in an undesirable outcome for
individuals and organizations.
3. Neutral Attitude:
The tendency of a person whichs
results in a very balanced approach
towards other individuals and
organizations.

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

8. Theories of attitude change
1. Cognitive Dissonance Theory
2. Self Perception Theory
1. Cognitive Dissonance Theory
i. If there is an inconsistency between
two attitudes or between attitudes and behavior
ii. People seek to make them consistent
iii. Achieve a stable state with minimum of
Dissonance.
2. Self­Perception Theory
i. Attitudes do not cause
behavior, behavior causes attitudes
ii. Attitudes are formed after the fact to
make sense out of behavior that already
Occurred.

9. Do Attitudes cause Behavior?
Answer: Not very well!
Attitudes have a stronger effect on
behavior if they are:­
1. important
2. specific
3. accessible
4. social pressure reinforces
the attitude
5. you have experience with
the attitude.

10. Conclusions
1. Attitudes do not predict single behaviours.
2. Attitudes are related to multiple.
behaviours (behavioural patterns)
3. Attitudes influence behaviour through
influencing intention.
4. Intention is the better predictor of
behaviour.
5. In order to understand intentions and
behaviours, need to know about beliefs
and Attitudes.
6. This is essential in relation to attitude
change.

11. The Choice is YOURS
•With a Bad attitude you can never have a
positive day.
•With a Positive attitude you can never
have a bad day.
How can we develop our personality
and attitude ?
We can do this through :
1. Self image and self reformation
2. Education and hard work
3. Discipline and organization
4. Belief in goodness's and truth and
many more.