Unit 2 discusses attitudes and how they can change. It defines an attitude as a tendency to behave and feel a certain way toward an object. Attitudes are characterized by continuing unless changed, existing on a continuum from favorable to unfavorable, and being directed at a specific object. Attitudes have three components - cognition, affect, and behavior. They can change through cognitive dissonance theory, where inconsistent attitudes cause discomfort leading to change, or self-perception theory, where behavior influences attitude. Workplace attitudes can change by setting examples, identifying motivators, eliminating negative influences, providing a good environment, giving recognition, and offering support.

1. Unit 2
Attitude

2. Topics to be covered
• Components
• Change of Attitude

3. Attitude Meaning
• An “attitude” is defined as a person’s tendency
to behave and feel in a particular way toward
some object.
• Example: Students avoid studying difficult
subjects like Statistics or Mathematics. They
have a negative attitude towards it.
• Example: Students coming late for theory class
because they have a casual attitude towards the
subject.

4. Attitudes are characterized in three ways:
• First: they tend to continue unless something is done to change them.
– For example: Making subjects easy to understand. Or attaching the relevance of
attendance with the theory subject. It can change students’ attitude
• Second: Attitudes can fall anywhere along a continuum from very favorable to
unfavorable.
– Changing class timing or making subject fun to learn can moderate students’ attitude
from negative to favorable.
• Third: Attitudes are directed towards some object about which a person has
feelings.
– For example: Students like to play and enjoy their mobile phones instead of listening
to theory lectures.

5. Components of Attitude
• Cognition: Evaluation of something.
– Student getting full marks however deserves less.
• Affect: Feeling
– Student continuously scolded by faculty, reciprocates that
faculty hates student.
• Behavior: Action
– Student complain against the faculty or change college.

6. Change of Attitudes
• Individuals want consistency in their attitude
and behavior.
• To change attitude they have to change their
behavior also.
• Two theories were propounded for establishing
the relationship between attitude and behavior.
– Cognitive dissonance theory
– Self perception theory

7. Cognitive Dissonance Theory
• Proposed by Leon Festinger in 1950s.
• “Cognitive dissonance” means any inconsistency (irregularity)
perceived by an individual between two or more attitudes, or
between behavior and attitude.
• Any form of inconsistency is uncomfortable and that individuals will
attempt to reduce the dissonance and discomfort. Thus, individuals
will seek a stable state in which there is a minimum of dissonance
(conflict).
• Like cheating of income tax is not possible so people play with
numbers.

8. Dissonance can be reduced by three
attributes
I. Importance: Importance of elements creating conflict. Example: If
students have to pass then they have to change their attitude towards
the subject and study it. Or if attendance is important then students
will come on time.
II. Degree of influence: Impact of elements on individuals. Example:
Marks, CGPA, Money.
III. Rewards: Rewards influence the degree to which individuals are
motivated to reduce the dissonance. Example: Appreciation from
Parents and faculty members

9. Self Perception Theory
• Just opposite of Cognitive dissonance theory.
• Here behavior affects or changes the attitude of
individual.
• Attitudes are developed on the basis of outcome
of a behavior.
– For example: Coming class on time helps in attaining
full attendance. So attitude becomes positive and
careful about reaching on class on time.

10. Changing attitudes in Workplace
• Set ideals or examples for employees
• Identify motivators (goals or rewards)
• Eliminate troublemakers
• Proper ambience
• Recognition
• Support