The document discusses attitudes and how they are formed. It defines an attitude as a mental state of readiness influenced by experience. Attitudes are made up of affective (emotional), behavioral, and cognitive components. It uses the analogy of an iceberg to represent how much of a person's attitudes, values, and beliefs are visible to others. Only a small portion (10%) of attitudes are visible above the surface, while most (90%) remain below the surface, unknown to others. A person's attitudes significantly influence their behavior more than their visible knowledge and skills. The document explores how perception shapes attitudes and different types of attitudes like positive vs. negative.

1. BY :
KESHAV SHARMA
KOMAL

3. ATTITUDE
“An attitude is mental state of readiness, learned and
organized through experience, exerting a specific influence
on person’s response to people, object and situations with
which is related.”
According to Bem,
“Attitudes are likes and dislikes.”

4. ABC MODEL OF ATTITUDE
Component Measured By Example
A Affect(Emotional/
feeling)
• Physiological
Indicators
• Verbal Statements
I don’t like my
boss.
B Behavioral
Intentions
• Observed Behaviour
• Verbal statements
about intentions
Transfer to
other unit.
C Cognition
(opinion/thinking/
belief)
• Attitude Scales
• Verbal statement
about beliefs
I think my boss
plays favourite
at work.

5. THE ICEBERG
HOW MUCH DO YOU SEE OF AN ICEBERG?

6. THE ICEBERG
ONLY 10% OF ANY
ICEBERG IS VISIBLE.
THE REMAINING
90% IS BELOW SEA
LEVEL.

7. THE ICEBERG
SEA
LEVEL
10 %
90 %
VISIBLE
ABOVE SEA LEVEL
INVISIBLE
BELOW SEA
LEVEL

8. The Iceberg phenomena
is also applicable on
human beings …

9. SEA
LEVEL
KNOWLEDGE
&
SKILLS
ATTITUDE
UNKNOWN
TO OTHERS
KNOWN
TO OTHERS

10. SEA
LEVEL
BEHAVIOR
VALUES – STANDARDS – JUDGMENTS
ATTITUDE
MOTIVES – ETHICS - BELIEFS
KNOWN
TO OTHERS
UNKNOWN
TO OTHERS
In other words,

11. WHAT MAKES YOUR LIFE 100% ?
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
A T T I T U D E
1 20 20 9 20 21 4 5
K N O W L E D G E
11 14 15 23 12 5 4 7 5
H A R D W O R K
8 1 18 4 23 15 18 11
S K I L L S
19 11 9 12 12 19 =
=
=
=
82
96
98
100
Let each letter of the alphabetic has a value equals to it sequence of the
alphabetical order:

12. TYPES OF ATTITUDE

13. HOW PERCEPTION
AFFECTS ATTITUDE

14. WHAT DO YOU SEE?

15. POSITIVE ATTITUDE NEGATIVE ATTITUDE

16. WHAT DO YOU SEE?

17. POSITIVE ATTITUDE NEGATIVE ATTITUDE

18. WHAT DO YOU SEE?

19. POSITIVE ATTITUDE NEGATIVE ATTITUDE

20. WHAT DO YOU SEE?

21. POSITIVE ATTITUDE NEGATIVE ATTITUDE