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ATTITUDES 
• Concept 
• Formation 
• Theories 
•Types 
• Measurement 
• Change of Attitude
Concept of Attitudes 
 Attitudes are evaluative statements. They 
respond one’s feeling either favorably or 
unfavorably to persons, objects or/and events. 
 Attitudes reflect how one feels about something. 
 Attitudes are learned predispositions towards 
aspects of our environment. They may be 
positively or negatively directed towards certain 
people, service or institution.
Features 
 Related to feelings and beliefs of people 
 Respond to persons, objects or events 
 Affect behaviour either positively or negatively 
 Undergo changes
Formation 
 Directed Experience 
 Social Learning
Theories of Attitudes 
 Cognitive Dissonance Theory 
 Theory of Reasoned Action
Cognitive Dissonance Theory 
 Proposed in late 50s by Leon Festinger 
 It refers to any incompatibility that a person might 
perceive between two or more of his or her 
attitudes, or between his or her behaviour and 
attitudes
Dealing with dissonance/Factors 
determining dissonance 
 Importance 
 Control 
 Rewards
How to reduce to dissonance? 
 Change your attitude and/or behaviour 
 Belittle the importance of the inconsistent 
behaviour 
 Find consonant elements that outweigh the 
dissonant ones
Theory of Reasoned Action 
 It proposes people’s avowed feelings and beliefs 
about someone or something seemed only 
loosely related to how they behave towards it 
 Developed in 80s by I.Ajzen and M.Fishbein 
 According to Fishbein behaviour is a matter of 
choice, the best predictor of behaviour is person’s 
intention to perform it basing on person’s attitude 
and person’s subjective norm
Types 
Though an individual can have numerous attitudes, 
but organizational behaviour focuses on job 
related attitudes only. Job related attitudes are 
three types. They are: 
 Job Satisfaction 
 Job Involvement 
 Organizational Commitment
Measurement 
 Self-Report 
 Indirect Tests 
 Direct Observation Technique 
 Psychological Reaction Technique
Change of attitude 
 Filling in the Information Gap 
 Use of Fear 
 Resolving Discrepancies 
 Impact of Peers 
 The Co-opting Approach
Transactional Analysis 
 It was introduced by Eric Berne and developed by 
Thomas Harris 
 When two people interact with each other there 
results in a social transaction. Analysis of social 
transactions is called “Transactional Analysis”. 
 It is study of people’s moves make in their 
dealings with each other and is based on the idea 
that peoples interactions resemble moves in 
games.
Ego States 
Basic to TA is the assumption that a person has three 
ego states: 
 Parent ego state 
It represents the part of a person’s personality that is 
authoritative, dogmatic, over perceptive, controlling, 
nurturing, critical and righteous. The parent “taught” 
the ego state. 
 Adult ego state 
It represents the mature, rational, and objective part of a 
person’s personality. The characteristics are acquired 
as one matures into adolescence and adulthood. 
 Child ego state 
It represents the childish, dependent, and immature part 
of a person’s personality. These characteristics grow 
out of one’s childhood experiences.
Social Transactions 
According to Berne, people interact with each other 
from the child, adult or parent ego state. Depending 
on the kinds of ego states involved, the interaction 
can be either 
 Complementary 
 crossed 
 ulterior
Complementary Transactions 
These occur when the message sent or the behaviour 
exhibited by one person’s ego state that receives the 
appropriate or expected response from the other 
persons ego state. 
P P 
S 
A A 
R 
C C
Crossed Transactions 
In which the stimulus and response lines are not 
parallel. Stimulus comes from the first person under 
the adult ego state, but response from the other 
person is under the child ego state. 
P P 
S 
A A 
R 
C C
Ulterior transactions 
Like crossed transactions ulterior transactions 
cause much damage to inter-personal relations 
“ulterior transactions involve at least two ego 
states on the part of the first person. 
P P 
A A 
C C
Life Positions 
Research in behavioural sciences indicates that the 
dominant attitude of people toward self and 
others affect their interaction or behaviour with 
others. Such attitude is developed from 
experiences in the very childhood itself and tends 
to remain in the very childhood itself and tends to 
remain with the person for life time unless some 
major experiences occur to change it. Hence, it is 
called “Life Position”. 
One life position tends to dominate a person’s 
interaction/transaction with others, nonetheless 
other life positions may also occur from time to 
time in specific transactions.
What is the basis for Life 
Positions? 
Psychologists report that the formation of life 
positions stems from a combination of two view 
points. First, how does a person view 
himself/herself? Second, how does he/she views 
others? The combination of these views fall into 
four categories called four possible life positions: 
1. I am O.K. You are O.K 
2. I am O.K. You are not O.K. 
3. I am not O.K. You are O.K. 
4. I am not O.K. You are not O.K
What is the basis for Life Positions? 
Contd., 
I am O.K. – 
You are not O.K. 
I am O.K. – 
You are O.K. 
I am not O.K. – 
You are not O.K. 
I am not O.K. 
You are O.K. 
Negative Positive 
Attitude towards others 
Attitude towards self 
NegativePositive
THANK YOU

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Attitudes

  • 1. ATTITUDES • Concept • Formation • Theories •Types • Measurement • Change of Attitude
  • 2. Concept of Attitudes  Attitudes are evaluative statements. They respond one’s feeling either favorably or unfavorably to persons, objects or/and events.  Attitudes reflect how one feels about something.  Attitudes are learned predispositions towards aspects of our environment. They may be positively or negatively directed towards certain people, service or institution.
  • 3. Features  Related to feelings and beliefs of people  Respond to persons, objects or events  Affect behaviour either positively or negatively  Undergo changes
  • 4. Formation  Directed Experience  Social Learning
  • 5. Theories of Attitudes  Cognitive Dissonance Theory  Theory of Reasoned Action
  • 6. Cognitive Dissonance Theory  Proposed in late 50s by Leon Festinger  It refers to any incompatibility that a person might perceive between two or more of his or her attitudes, or between his or her behaviour and attitudes
  • 7. Dealing with dissonance/Factors determining dissonance  Importance  Control  Rewards
  • 8. How to reduce to dissonance?  Change your attitude and/or behaviour  Belittle the importance of the inconsistent behaviour  Find consonant elements that outweigh the dissonant ones
  • 9. Theory of Reasoned Action  It proposes people’s avowed feelings and beliefs about someone or something seemed only loosely related to how they behave towards it  Developed in 80s by I.Ajzen and M.Fishbein  According to Fishbein behaviour is a matter of choice, the best predictor of behaviour is person’s intention to perform it basing on person’s attitude and person’s subjective norm
  • 10. Types Though an individual can have numerous attitudes, but organizational behaviour focuses on job related attitudes only. Job related attitudes are three types. They are:  Job Satisfaction  Job Involvement  Organizational Commitment
  • 11. Measurement  Self-Report  Indirect Tests  Direct Observation Technique  Psychological Reaction Technique
  • 12. Change of attitude  Filling in the Information Gap  Use of Fear  Resolving Discrepancies  Impact of Peers  The Co-opting Approach
  • 13. Transactional Analysis  It was introduced by Eric Berne and developed by Thomas Harris  When two people interact with each other there results in a social transaction. Analysis of social transactions is called “Transactional Analysis”.  It is study of people’s moves make in their dealings with each other and is based on the idea that peoples interactions resemble moves in games.
  • 14. Ego States Basic to TA is the assumption that a person has three ego states:  Parent ego state It represents the part of a person’s personality that is authoritative, dogmatic, over perceptive, controlling, nurturing, critical and righteous. The parent “taught” the ego state.  Adult ego state It represents the mature, rational, and objective part of a person’s personality. The characteristics are acquired as one matures into adolescence and adulthood.  Child ego state It represents the childish, dependent, and immature part of a person’s personality. These characteristics grow out of one’s childhood experiences.
  • 15. Social Transactions According to Berne, people interact with each other from the child, adult or parent ego state. Depending on the kinds of ego states involved, the interaction can be either  Complementary  crossed  ulterior
  • 16. Complementary Transactions These occur when the message sent or the behaviour exhibited by one person’s ego state that receives the appropriate or expected response from the other persons ego state. P P S A A R C C
  • 17. Crossed Transactions In which the stimulus and response lines are not parallel. Stimulus comes from the first person under the adult ego state, but response from the other person is under the child ego state. P P S A A R C C
  • 18. Ulterior transactions Like crossed transactions ulterior transactions cause much damage to inter-personal relations “ulterior transactions involve at least two ego states on the part of the first person. P P A A C C
  • 19. Life Positions Research in behavioural sciences indicates that the dominant attitude of people toward self and others affect their interaction or behaviour with others. Such attitude is developed from experiences in the very childhood itself and tends to remain in the very childhood itself and tends to remain with the person for life time unless some major experiences occur to change it. Hence, it is called “Life Position”. One life position tends to dominate a person’s interaction/transaction with others, nonetheless other life positions may also occur from time to time in specific transactions.
  • 20. What is the basis for Life Positions? Psychologists report that the formation of life positions stems from a combination of two view points. First, how does a person view himself/herself? Second, how does he/she views others? The combination of these views fall into four categories called four possible life positions: 1. I am O.K. You are O.K 2. I am O.K. You are not O.K. 3. I am not O.K. You are O.K. 4. I am not O.K. You are not O.K
  • 21. What is the basis for Life Positions? Contd., I am O.K. – You are not O.K. I am O.K. – You are O.K. I am not O.K. – You are not O.K. I am not O.K. You are O.K. Negative Positive Attitude towards others Attitude towards self NegativePositive