This document provides an overview of attitudes, including definitions, components, models, and theories of attitude formation. It also discusses job attitudes like job satisfaction, job involvement, and organizational commitment. Job satisfaction refers to an employee's general feelings about their job. Job involvement measures how strongly one identifies with their work. Organizational commitment refers to identifying with and wanting to remain with one's employer organization.

2. S. No. Topics
1 Introduction
2 Meaning and Definition
3 Attitude and Values (Overview)
4 Nature and Dimension of Attitude
5 Components of Attitude
6 Models of Attitude
7 Sources of Attitude
8 Theories of Attitude
9 Job Attitude
10 Job Satisfaction
11 Effect of Job Satisfaction on Employee Performance

3. • Attitude is a psychological attribute of individuals
which shapes their behaviour.
• Attitudes are evaluative statements
• Frequently used in describing people, object &
events and explaining the people’s behaviour.
• This reflects how one feels about something or
somebody.

5. • Attitude is the way a person feels about something,
a person, a place, a commodity, a situation or an
idea.
• Attitude expresses an individual’s negative or
positive feeling about an object.
• It describes an individual’s feelings, thoughts and
predisposition to act towards some object in the
environment.

6. • “Attitude is a mental and neutral state of readiness, organized
through experience, exerting a directive or dynamic influence upon
the individual’s response to all object and situations with which it is
related.”
- G.W. Allport
• “Social attitudes are individual attitudes directed towards social
objects and individual attitudes strongly inter-conditioned by
collective or groups contact.”
- Bernard
• “Attitude is an enduring organisation of motivational, emotional,
perceptual & cognitive processes with respect to some aspect of the
individual’s world.”
- Krech and Crutchfield.

7. • Values of an individual generally reveal the moral side of his nature
which include his ideas about what is good or bad, what should not
be done.
• Values are something that are inculcated from the childhood.
Example :
“Honesty is the best policy”
“A worker must be honest to his work”

8. • Attitudes refers to feelings and beliefs of individual or groups of
individuals.
For Example : “He has a poor attitude”, “I like her attitude.”
• Attitudes are gradually acquired over a period of time. The process
of learning attitude starts right from childhood and continues
throughout the life of a person.
• Attitudes are evaluative statements, either favourable or
unfavourable. When a person says he likes or dislikes something or
somebody, an attitude is being expressed.

9. • Informational or cognitive component
Informational component consists of beliefs, values, ideas
and other information a person has about the object. It
makes no difference whether or not this information is
empirically correct or real.
• Emotional or affective component
The informational component sets the stage for the more
critical part of an attitude, its affective component. The
emotional component involves the person’s feeling or
affect-positive, neutral or negative-about an object.
• Behavioural component

10. • Behavioural component
The behavioural component consists of the tendency of a
person to behave in a particular manner towards an object.

12. •ABC Model of Attitude:

14. Theories are made to explain the attitude formation and change.
These theories have been formulated to explain the attitude
formation and change.
• Cognitive-Consistency Theories
• Functional Theories
• Social Judgement Theories

15. • People seek consistency among their attitudes and between their
attitudes and their behaviour.
• People seek to reconcile divergent attitudes and align their attitudes
and behaviour so that they appear rational and consistent.
• The cognitive consistency theories are concerned with
inconsistencies that arise between related beliefs, bits of knowledge
and evaluation about an object or an issue.

16. • Balance Theory
• Congruity Theory
• Affective Cognitive Consistency Theory
• Cognitive Dissonance Theory

17. • Balance Theory :
– Provided by F.Heider
– Concerned with the consistency in the judgement of people and/or issues that
are linked by some form of relationship.
– According to this theory, there are three elements in attitude formation:
– Between these three elements two generic types of relationships are
considered to exist: Sentiment relations and Unit Relations.
– The sentiment or linking relations include all form of sentiments or effect and
the unit relations express the fact that two elements are perceived as
belonging together.
The Person
The Other
Person
The Impersonal
Entity

18. • Balance Theory :

19. • Congruity Theory :
– C.E Osgood and P.H. Tannenbaum
– Similar to Balance Theory
– Focuses on the changes in the evaluation of a source and a concept, that are linked
by an associative or dissociative assertion.
– Congruity exists when a source and concept that are positively associated have
exactly the same evaluations and when a source and concept that are negatively
associated have exactly the opposite evaluations attached to them.
– This theory states that how much change should be there in the attitudes towards
the source and the concept so that incongruity is resolved.
– It is explicitly oriented to communication and persuasion.
– A cognitive consistency theory of attitude change, based on balance theory but
formulated as a quantitative model, according to which if a source S and attitude
object O are linked by an associative assertion (such as S is an O, S likes O, S shakes
hands with O, or S goes with O) or a dissociative assertion (such as S is not an O, S
dislikes O, S avoids O, or S criticizes O), then the attitudes to both S and O of the
person receiving this message will shift towards a point of equilibrium, the less
polarized of the two elements moving proportionately more than the more
polarized one.

20. • Affective Cognitive Consistency Theory :
– M.J. Rosenberg
– Concerned with the consistency between a person’s overall attitude or effect
towards an object or issue and his beliefs about its relationship to his more general
values.
– Concerned mainly with what happens within the individual when an attitude
changes.
– It assumes that the relationship between the affective and cognitive components of
the attitude change when an attitude is altered.
– The theory postulates the following points :
• A person’s effect towards or evaluation of the attitude object tends to be consistent with
this cognitive structural component.
• When there is inconsistency beyond a certain level of tolerance, the individual is motivated
to reduce the inconsistency and thereby to change one or both components to make them
more consistent.
• It suggests that changes in the affective component produce changes in the cognitive
component in order to bring about consistency between the two.
• Persuasive communication can also be used to change the attitudes, by revaluating the goals
themselves.

21. • Cognitive Dissonance Theory :
– Proposed by Leon Festinger in 1950.
– Dissonance means inconsistency.
– It refers to any incompatibility that an individual might perceive between two
or more of his attitudes or between his behaviour and attitudes.
– Any form of inconsistency is uncomfortable and that individuals will attempt to
reduce the dissonance and hence the discomfort.
– The individual will seek a stable state where there is a minimum of dissonance,
because an individual cannot completely avoid dissonance.
– The desire to reduce dissonance is determined by three factors:
• Importance of the element creating dissonance.
• The degree of influence the individual believes he has over the elements.
• The rewards that may be involved in dissonance.
– If the elements creating dissonance are relatively unimportant , the pressure to
correct this imbalance will be low.

22. • Originally formulated by Sherif and Hoveland.
• It explains how these judgments mediate attitude change.
• A person’s initial attitude towards an issue, serve as an anchor for the judgment of
attitude related stimuli.
• The person’s initial attitude on an issue provides a point of reference against which
he evaluates other opinions.
• These views can be considered in terms of attitudinal continuum and can be
considered as comprised of latitudes.
• The latitude of acceptance, which is the range of opinions the individual finds
objectionable, encompasses the opinion he finds most objectionable.
• The attitude of non-commitment is the range of opinions that the person finds
neither acceptable nor unacceptable.

23. • The functional theory considers how attitudes and efforts are related to the
motivational structure of the individual. This theory focuses on two things.
– The meaning of the influence situation in terms of both the kinds of motives
that it arouses and
– The individual’s method of coping and achieving his goals.
• An understanding of the functions served by attitudes is important for attitude
change procedures since a particular method may produce change in individuals
whose attitudes serve one particular function, but may produce no change in
individuals for whom the attitudes serve different function.
• The most prominent person who visualized functional theory is Katz and he
suggested four functions of attitudes as explained earlier.
• There are three processes of attitude formation and change.
– Compliance
– Identification
– Internalisation

24. Job
Satisfaction
Job
Involvement
Organisational
Commitment
Attitude
Organisational
Behaviour

25. • Organisational behaviour focuses on a very limited number of job
related attitudes.
• These attitudes generally evaluations which employees hold about
their work environment. These attitudes may be favourable or
unfavourable, positive or negative. Most of the research in
organisational behaviour has been concerned with the following
work related attitudes :
• Job Satisfaction :
» The term job satisfaction refers to the general attitude or feelings
of an individual towards his job.
» A person who is highly satisfied with his job, will have a positive
attitude towards the job.
» On the other hand, a person who is dissatisfied with his job will
have a negative attitudes about the job.

27. • Job Involvement :
» Job involvement is a more recent addition to the literature of
organisational behaviour.
» Job involvement measures the degree to which a person identifies
psychologically with his or her job and considers his or her
perceived performance level important to self worth.
» Job Involvement refers to the psychological and emotional extent
to which someone participates in his/her work, profession, and
company. Showing up to work on time is half the battle. Top
performers are engaged in their work and have high job
involvement.

28. Challenging
Motivating
Work
Commitment
Job
Involvement

29. • Organisational Commitment:
» It is a state in which an employee identifies with a particular
organisation and its goals and wishes to maintain membership in
the organisation.
» In such a setup the employee feels proud of being the employee of
a particular organisation.
» Whereas job involvement refers to identification with one’s
specific job, organisational commitment means identifying with
one’s employing organisation and its goals.