This document discusses the concept of attitude. It defines attitude as an evaluating statement that can be favorable or unfavorable about objects, people, or events. Attitude reflects how people feel and is learned through social interaction and experience. The document also discusses the cognitive, affective, and behavioral components of attitudes. It explains how attitudes are different from but related to values and beliefs. Additionally, it covers functions of attitudes and theories of attitudes including balance theory, congruity theory, and cognitive dissonance theory. The document concludes by briefly defining job satisfaction and its relationship to attitudes.

1. ATTITUDE
By
Dipankar Dutta
Assistant Prof, JBIT Group of Institutions

2. What is Attitude
• Attitude are evaluating statement – either favorable or unfavorable
about objects, peoples or events.
• Basically it reflects how we feel about something's.
• Example- When I say “ I like my Job” it express attitude towards
organization.

4. Definition of Attitude
• Attitude is the manner, disposition, feeling, and position about a
person or thing, tendency, or orientation, especially in minds.
• Frank Freeman said, “An attitude is a dispositional readiness to respond to
certain institutions, persons or objects in a consistent manner which has
been learned and has become one’s typical mode of response”
• Anastasi defined, “A tendency to react favorably or unfavorably towards a
designated class stimuli, such as national or racial group, a custom or
institution”

5. According to N.L Munn, “Attitude are learned
predisposition towards aspects of our
environment. They may be positively or negatively
directed towards certain people , service or
institution”

6. Does Attitude , Values and Beliefs are same?
BRAIN STROMING
QUESTION

7. BELIEF AND KNOWLEDGE
FEELINGS
PREDISPOSITION TO ACT

8. COGNITIVE COMPONENTS
Cognitive components of attitude is associated with the value statement. It
consist of values, belief , ideas and other information that a person have
faith on it.
Example- Quality of sincere hard is a faith or value statement that a
manager may have.
AFFECTIVE COMPONENTS
Affective components of attitude is associated with individual feeling about
another person. Which may be +ve, -ve or Neutral
Ex- I don’t like Raju because he is not honest, or I like Raju because he is
sincere. It is an expression of feelings about a person, object or a situation.

9. BEHAVIOURAL COMPONENTS
Behavioural components of attitude is associated with the impact of
various situation o condition that lead to person behaviour based on
cognitive or affective components.
Example- I don’t like Raju because he is not honest is an affective
component, I therefore like to dissociate myself with him, is a
behavioural component and therefore I would avoid Raju.

11. • Attitude are predispositions: Attitude are predisposition of purpose, interest
or opinion of the person to assess some objects in a favorable or an unfavorable
manner.
• Attitude are different from values: values are the ideals, whereas attitude are
narrow, they are our feelings.
• Attitude are evaluative statement: either favorable or unfavorable concerning
the objects, people or events.
• Attitude influence human behaviour: A positive attitude towards a things will
influence human behavior towards the thing favorable and vice – versa.
• Attitude have intensity: It refers to the strength of the effective component.
Ex- we may dislike a person but the extent of our disliking would determine the
intensity of our attitude towards the person.
• Attitude are learnt: attitude are not inborn phenomenon. It is learnt through
social interaction and experience.

12. Does Attitude , Vales and Beliefs are same?
BRAIN STROMING
QUESTION

13. A belief is something that a person holds as being true and
comes from experience, culture and background or experience.
A value is a long lasting belief about what is important. Life
choices are often based on values
An attitude is how you view other people or circumstances base
on your values and belief.

18. FUNCTIONS OF ATTITUDE

19. • Attitude often help individuals to adjust to their work environment.
• Ex- Well treaded employees tend to develop a positive attitude towards
their management or job.
ADJUSTMENT FUNCTIONS
EGO-DIFNSIVE FUNCTIONS
• Attitude help people to retain their self image and dignity.
• Ex- Older faculty might feel somewhat threatened by a young and new
faculty members who is full of fresh ideas and enthusiasm.

20. VALUE EXPRESSED FUNCTIONS
• Attitude provide individuals with a basis for expressing their values.
• Ex- A manager who values honest and sincere work will be more vocal
against an employee who is having a very casual approach towards work.
KNOWLEDGE FUNCTIONS
• Attitude provide frames of reference or standard that allow individuals to
understand and perceive the world around him.
• Ex- If a student is having a strong negative attitude towards the college.
Whatever the college does, the student will be perceived as something bad
as and actually against them.

22. • Career success: Performance is a parameter to measure employees‘ success in
the workplace. Performance leads to success either through promotion or
increased compensation. A positive attitude of an employee will help him to
think of ways to accomplish their task in a well-defined manner
• Productivity: An employee with a positive attitude tends to take more interest
and responsibility and will provide better work, which in turn will improve
productivity.
• Leadership: Managing a diverse workforce is a crucial task for achieving the
objective of an organization. Positive attitude demonstrated by leaders or
employee will result in proper communication between the subordinate which
will lead to efficient work.
• Teamwork: A positive attitude of employees helps to appreciate each other‘s
competencies and work as a team for achieving common objectives.

23. • Decision making: An employee with a positive attitude and mindset will help
employees to make better decisions, in an objective manner. It will enable
employees to choose wisely and logically and avoid them to take an
unambiguous decision.
• Motivation: Motivation is an important factor for efficient work. An employee
with a positive attitude will always be mentally prepared to face any obstacle in
a job. The moment they are successful in overcoming obstacles, they are
motivated to move forward.
• Interpersonal relations: Customers prefer to make relation with someone who
is positive in nature. A positive attitude helps in establishing valuable customer
loyalty.
• Stress management: Positive attitude and thinking will reduce the stress of an
employee and with reduced stress employee can take a better decision and
increase their productivity which results, employees, to enjoy better health and
take fewer sick leaves.

26. • Balance Theory is concerned with consistency in the judgment of
people and or issues that are linked by some form of relationship..
There are three elements:
Person
Other person
Impersonal entity
BALANCE ATTITUDE

27. There are two types of relationship to connect these three types of elements
• The linking relations or sentiments
• The unit relation
Both linking and unit relations are positive or negative towards any object or
person or stimuli etc. or these three types of elements.
PERSON
OTHER PERSON ENTITY

28. • Balanced theory is concerned with consistency in the judgment of people
that are linked by some relationships.
• Ex- Raj has a attitude that India car are not good only imported car are
good. But his father gifted him a Indian car. In this situation is it a balance
situation or not?
+ve +ve
+ve +ve
-ve -ve -ve -ve
-ve -ve
+ve +ve
BALANCED STATE UNBALANCED STATE

29. • Congruity theory is similar to balance theory. The focus of the theory is
on changes in evolution of a source and a concept that are linked by an
associative or dissociative assertion.
• Congruity exists when a source and concept positively associated have
exactly the same evaluation, and when a source and concept that are
negatively associated have exactly the opposite evaluation attached to
him.
CONGURITY ATTITUDE
1. PERSUSSIVE COMMUNICATION ( Attitude formation theory)
2. People prefer Harmony and Consistency
3. It focus on ASSOCIATIVE & DISSOCIATIVE

30. • The theory is also called structural because it is concerned with
what happens within the individual when an attitude changes.
• It is concerned with the consistency between a person’s overall
attitude towards an object or issue and its his beliefs about the
relationship.
• Cognitive structure means end relationship between the object
or issue and the achievement of desired undesired values of
goals.
Affective Cognitive Consistency Theory

31. Cognitive dissonance
• Cognitive dissonance was first investigated by Leon Festinger.
• Cognitive dissonance refers to a situation involving conflicting
attitudes, belief or behaviour.
• In simple terms it is “inconsistency”
• Examples- Someone who smoke knows that smoking is injurious to
health.
• This produces a feelings of mental discomfort.

32. What causes Cognitive dissonance
Forced cognitive behaviour
When you don’t want to do something but due to some pressure you are
bound to do something against your beliefs
Decision making ( choice between A & B)
When we have to make a choices between two alternatives which are
equally good then we always face dissonance.
Effort
When we put a lot of effort into something later on you realize its not
worth for you

33. How can we resolve?
Change one of those thought. Ex- smoking is not bad
Change the behaviour. Ex- one can stop smoking
Adding new thought. Ex- Smoking is bad but I do regular exercise
and do lot of thing which are good for my health.
Ignore one of those thought. Ex- I don’t care ( live life toady who has
seen the future!!)

34. Post purchase dissonance
• A customer reaction after he was involved in the process of purchasing
some high involvement item, usually a very expensive one creates doubt
and anxiety in the mind of customer, especially when degree of
commitment is high.
• This dissonance often leads to consumption guilt- which is a negative
emotion or feelings aroused by usages of expensive products.

35. Post consumption guilt exploited

38. Job satisfaction
•A collection of positive and/or negative feelings that
an individual holds toward his or her job.
•A person will hold a positive attitude if had a high
level of satisfaction, while dissatisfied people will
generally display a negative attitude towards life.
•When we talk about attitude, we generally speak
about job satisfaction because they are inter-related
in organizational behaviour.

39. Job involvement
•Job involvement refers to the degree to which a person
identifies himself (psychologically) with his job,
actively participates and considers his perceived
performance level important to self-worth. (Robbins)
•Higher job satisfaction leads to low absenteeism &
employee turnover and indicates that the individual
cares for his job.

40. Organizational commitment
•Organizational commitment refers to a degree to which
an employee identifies himself with the organizational
goals and wishes to maintain membership in the
organization.
•Resigning from the job or absenting versus job
satisfaction is a predictor of organizational commitment.
Organizational commitment depends upon the degree of
autonomy & freedom job and job enrichment factor.