An attitude is an individual's enduring perceptual, knowledge-based, and evaluative orientation toward an object or phenomenon that consists of cognitive, affective, and behavioral components and has both direction and intensity. Attitudes are acquired from parents, teachers, peers and admired individuals and determine a person's feelings and evaluative statements about objects, activities, events and other people, though attitudes are less stable than values. People seek consistency among their attitudes and between attitudes and behavior to reduce cognitive dissonance and maintain a stable state with minimum dissonance.

1. ATTITUDESATTITUDES
An attitude is an individual’s enduring,An attitude is an individual’s enduring,
perceptual, knowledge based, evaluative andperceptual, knowledge based, evaluative and
action oriented process with respect to anaction oriented process with respect to an
object or phenomenon.object or phenomenon.

2. • Attitudes are a person’s feelings about
objects, activities, events and other people
• Attitudes are evaluative statements either
favorable or unfavorable concerning
objects, people or events

3. COMPONENTS OF ATTITDESCOMPONENTS OF ATTITDES
• COGNITIVE COMPONENT
• AFFECTIVE COMPONENT
• BEHAVIORAL COMPONENT

4. ATTITUDES HAVEATTITUDES HAVE
DIRECTION ANDDIRECTION AND
INTENSITYINTENSITY

5. SOURCES OF ATTITUDESSOURCES OF ATTITUDES
• Like values attitudes are acquired from
parents, teachers and peer group
members
• People imitate the attitudes of popular
individuals or those they admire and
respect
• In contrast to values attitudes are less
stable

6. TYPES OF ATTITUDESTYPES OF ATTITUDES
• Job satisfaction
• Job involvement
• Organizational commitment

7. ATTITUDES AND CONSISTENCYATTITUDES AND CONSISTENCY
• People seek consistency among their
attitudes and between their attitudes and
behavior

8. COGNITIVE DISSONANCECOGNITIVE DISSONANCE
THEORY ( By Leon Festinger )THEORY ( By Leon Festinger )
Any form of inconsistency is uncomfortable
and that individuals will attempt to reduce
the dissonance and hence discomfort.
Therefore, individuals will seek a stable
state where there a is minimum of
dissonance.

9. YOUR ATTITUDE DETERMINESYOUR ATTITUDE DETERMINES
YOUR ALTITUDEYOUR ALTITUDE

10. YOUR ATTITUDE DETERMINESYOUR ATTITUDE DETERMINES
YOUR ALTITUDEYOUR ALTITUDE