This document discusses several key topics in industrial and organizational psychology, including: 1. Industrial psychology is defined as the study of human behavior in work settings and the application of psychological knowledge to address workplace problems. 2. The document discusses factors that impact workplace morale like feeling accepted by coworkers and having common goals. 3. Accidents in the workplace can be caused by factors like fatigue, monotony, machinery design, and worker characteristics. Various methods for measuring and improving morale, as well as preventing accidents are outlined. 4. Psychological principles relevant to advertising are reviewed, like using positive emotions and imagery to influence consumers.

1. INDUSTRIAL PSYCHOLOGY

2. MEANING AND SCOPES

3.  It is the study of human behaviours in the work –
related aspects of life &the application of
knowledge of human behaviour in minimizing
human problems at work.
 Lillian Gibreth “Mother of Modern Management”
 Walter Dill Scott; FrederickW.Taylor & Hugo
Munasterberg “The Father of Industrial
Psychology.”
 In 1913 his book “Psychology and Industrial
Efficiency” addresses such things as personnel
selection & equipment design.

6. Industrial Morale
 Blum & Naylor (1968) “Industrial morale may
be defined as the possession of a feeling on
the part of the employee of being accepted
&belonging to a group of employees through
adherence to common goals &confidence in
the desirability of these goals.”
 Morale develops a’we’ feeling among the
workers & it also develops a sense of
belonging to the group.

7. Measurement of Morale
 Same methods as of group formation
 Sociometry method devised by Moreno(1943),
Jenkins (1947)modified this technique and named it
‘nominating technique”, used It in navy .
1. A- triangle sociogram
2. B – sociogram of a group without strong leader
3. C- sociogram of a group with a strong leader
4. D- sociogram of an unstructured group with
cliques.
 Questionnaires can be used
 attitude scale can be used
 Interview can also be used
 Survey method is also useful.

8. FATIGUE AND MONOTONY
 Fatigue can lead to decline in the curve of
production .
 It leads to feeling of tiredness.
 Increases the rate of accidents.
 Fatigue refers to reduction in ability to do
work because of the previous work.
 Terms used are tiredness, exhaustion , a
feeling of being spent out, strain etc.
 It is caused by physical, chemical ,
physiological and psychological level.

9. Causes and mitigation of
fatigue
 Long hours of work coupled with insufficient
sleep & rest.
 Inadequate rest pause
 Unsatisfactory environmental conditions.
 Bad design of machines
 Neurotic conflict (neuroticism)
 Mental health of the employee
 General health of the worker
 Other factors : heavy traffic, speedy driving, long
distance trip from residence to office.

10. Monotony
 Maire (1970) states that monotony &boredom
are produced by similar conditions&that
boredom is more pronounced state of
monotony.
 Mono means one &tonus means tone. One thing
repeated so many times over&over again creates
“monotony”.
 Fatigue occures due to continious physical work,
while monotony usually occures due to the
repetitive nature of work, lack of interest
&motivation.

11. Characteristics of Monotony
 Pleasure of work is denied due to monotony
 Work being entirely repetitive becomes
meaningless.
 Monotony lacks feeling of satisfaction.
 Job satisfaction is missed by the average
worker experiencing monotony
 Fluctuations in the rate of working and with
fall in production.

12. Causes and mitigation of
monotony
 Repetitive nature of work: attention fluctuates and worker appers to be bored.
Job rotation can be a remedy
 Intelligence : it has been found that intelligent and highly intelligent workers are
great sufferers of monotony. It is positively associated with monotony and
boredom.
 Rest periods: frequent rest periods than a few longer ones is better.
 Feeling of experience of progress: it’s experience should be introduced in work to
avoid monotony
 Neuroticism: the attention of neurotic workers fluctuates more rapidly than
normal ones.
 By relating a job to a larger picture: by giving employees responsibilities and
opportunities for judgment.
 Use of sub goals
 Breaking task into parts
 Music
 Using of pacing method and automatic work habits:
 Experience of completion.

13. Accidents & Safety
 Accident is something unexpected and that
occurs without any definite cause.
 Heinrich (1959) defines an accident as an
unplanned and uncontrolled event in which
the action or reaction of an object, substance,
person results in personal injury or the
probability thereof.

14. Causes of accident-
Machinery & non machinery
 MACHINERY:
 Nature of work: slippery ground, use of
chemicals or fire, circular saw, revolving
knives etc
 Faulty design of Machines
 Lack of use of Safety devices: gloves, rubber
soles, goggles, glasses, particular clothes

15. Non machinery
 ENVIRONMENTAL
 Physical conditions of work: temperature, light etc
 Speed of work:
 Long hours of work
 Time of work
 Fatigue
 PERSONAL
 Age and experience
 Health
 Sex
 Alcohol
 Vision
 Carelessness
 Emotional factors
 Perceptual motor coordination
 Mental ability
 Frustration
 Personality characteritics
 Risk acceptance

16. Reduction and prevention of
accidents
 Awareness
 Uses of safety devices
 Safety campaigns
 Safety consciousness
 Safety habits
 Careful training programmes
 Education measures
 Better selection
 Psychological tests
 Timely physical assessment

18. Time & Motion study
Motion Study is designed to determine to best
way to complete a repetitive job
 Time Study measures how long it takes an
average worker to complete a task at a
normal pace

26. Psychology of Advertising
 Psy: the scientific study of behaviour &mental
processes.
 Advertisement: a commercial solicitation that is
a form of communication designed to sell some
commodity or service. Main function is to
INFORM- PERSUADE-INFLUENCE
 Persuade is to prevail a person to do something
by giving them a good reason to do it or by
talking to that person & making them believe it.
 Information processing approach, determinants
of attention, impression formation, thinking
process etc….

27.  Colour use
 Positive feeling
 Age appropriate ad
 Making memories
 Buzz words
 Storyline and narration: problem solve, social
issue….
 Emotions and music
 Characters : imaginary characters, cartoon
character or historical figures or some model ,
film actor ,T.V. actor

28.  Positive Feelings
 One psychological ploy is to take a product
you're trying to sell and put it in an ad next to
other items that your audience will already
feel positively about. By seeing the items
together, the viewer might transfer his
positive feelings about the other item onto
your product.This technique is called
affective conditioning. For example, a
toothpaste company might publish an ad that
shows happy people brushing their teeth, or a
company that makes soup might show an ad
with a happy football player eating its brand
of soup.

29. Age & product appropriate ad
 ChildTargets
 Psychological studies have shown that children are
wired to need more intense visual stimulation.
Because of this, advertisers who market to children
may make their ads bigger, more colorful or, in the
case ofTV ads, even noisier and faster. eg ketchup
for kids, it made theTV ads for that product
extremely colorfully and edited them to move from
one shot to another very fast. Small businesses can
imitate this by making sure that ads for children's
products are extra colorful and have eye-catching
graphics.

30.  Making Memories
 Memories can be slightly altered. Some
advertisers bank on this by trying to make
commercials that encourage viewers to think
they had positive experiences with a product.
Our memory span is <30 seconds . Make an
impression in that limit.

31.  Buzz Words
 Studies have shown that certain buzz words
affect readers and viewers emotionally, making
them more likely to want to buy a product.These
words include phrases that imply getting a good
deal (such as "10 percent off") phrases that give a
feeling of urgency (such as "limited time") and
phrases that generate excitement (such as
"sizzling product" or "stronger and faster").
Small-business owners can capitalize on this by
studying buzz words and including a few of them
in print ads,TV commercials or radio ads.

32.  Solve a Problem
 One common approach to the 30-second ad is to identify a
common problem and to show how your product or service
solves that problem.
 Characters and Storylines
 Some of the most successful ad campaigns have revolved
around imaginary characters, whether they be cartoon
historical figures. In some cases, the character itself has
nothing to do with the product per se, but the bold or
offbeat nature of the creature galvanizes the consumer to
tune in and listen to the message. Likewise, drama and
short depictions about people's lives are ways to draw
people in to get them interested in a product.

33. advantages
 Keeps media independence alive.
 Helps economic development by improving
sale of various products(goods).
 Also made by govt organisations to promote
healthy habits, etc
 Gives opportunity to choose from different
brands of the same product
 For social causes “ cigratte smoking “ is
injurious to health”, “better late then never”

34. Consumer behaviour
 Consumer behaviour is the study of how individual
customers, groups or organizations select, buy, use,
and dispose ideas, goods, and services to satisfy
their needs and wants. It refers to the actions of the
consumers in the marketplace and the underlying
motives for those actions.
 The study of consumer behaviour assumes that the
consumers are actors in the marketplace.The per-
spective of role theory assumes that consumers play
various roles in the marketplace. Starting from the
information provider, from the user to the payer and
to the disposer, consumers play these roles in the
decision process.

35. There are two types of
consumers
 1. personal consumer: they buy goods for
their own use only
 2. organisational consumers: they buy goods
for profit in business. Eg. Government
agencies and institutions buy products for the
use of their organisations and institutions.

36. The various factors that influence the
consumer behaviour are as follows:
 a. Marketing factors such as product design, price,
promotion, packaging, positioning and distribution.
 b. Personal factors such as age, gender, education
and income level.
 c. psychological factors such as buying motives,
perception of the product and attitudes towards the
product.
 d. situational factors such as physical surroundings
at the time of purchase, social surroundings and
time factor.
 e. social factors such as social status, refernce
groups and family.
 f. Cultural factors, such as religion, social class—
caste and sub-castes

37.  The knowledge of consumer behaviour
enables them to take appropriate
marketing decisions in respect of the
following factors:
 a. Product design/model
 b. Pricing of the product
 c. Promotion of the product
 d. Packaging
 e. Positioning
 f. Place of distribution

38. Types of consumer behavior
 There are four main types of consumer behavior:
 1. Complex buying behavior
 This type of behavior is encountered when consumers are buying an
expensive, infrequently bought product.They are highly involved in the
purchase process and consumers’ research before committing to a high-
value investment. Imagine buying a house or a car; these are an example
of a complex buying behavior.
 2. Dissonance-reducing buying behavior
 The consumer is highly involved in the purchase process but has
difficulties determining the differences between brands. ‘Dissonance’
can occur when the consumer worries that they will regret their choice.
 Imagine you are buying a lawnmower.You will choose one based on
price and convenience, but after the purchase, you will seek
confirmation that you’ve made the right choice.

39.  3. Habitual buying behavior
 Habitual purchases are characterized by the fact
that the consumer has very little involvement in
the product or brand category. Imagine grocery
shopping: you go to the store and buy your
preferred type of bread.You are exhibiting a
habitual pattern, not strong brand loyalty.
 4.Variety seeking behavior
 In this situation, a consumer purchases a
different product not because they weren’t
satisfied with the previous one, but because they
seek variety. Like when you are trying out new
shower gel scents.

40. JOB ANALYSIS
 Job analysis is the process of gathering and analyzing
information about the content and the human
requirements of jobs, as well as, the context in which jobs
are performed.This process is used to determine
placement of jobs.
 job analysis is a systematic process used to identify the
tasks, duties, responsibilities and working conditions
associated with a job and the knowledge, skills, abilities,
and other characteristics required to perform that job
 The purpose of Job Analysis is to establish and document
the 'job relatedness' of employment procedures such as
training, selection, compensation, and performance
appraisal.
 Job analysis has tremendous practical importance in
modern industries and organisations. For proper and
judicious vocational selection and guidance, it’s role is of
tremendous importance.

41.  Methods of Job Analysis
 Several methods exist that may be used
individually or in combination.These include:
 Observation
 Interview
 expert panels
 structured questionnaires
 task inventories
 check lists
 questionnaires
 Work diaries

42.  Job Analysis should collect information on the following areas:
 Duties andTasksThe basic unit of a job is the performance of
specific tasks and duties. Information to be collected about these
items may include: frequency, duration, effort, skill, complexity,
equipment, standards, etc.
 EnvironmentThis may have a significant impact on the physical
requirements to be able to perform a job.The work environment
may include unpleasant conditions such as offensive odors and
temperature extremes.There may also be definite risks to the
incumbent such as noxious fumes, radioactive substances, hostile
and aggressive people, and dangerous explosives.
 Tools and Equipment Some duties and tasks are performed
using specific equipment and tools. Equipment may include
protective clothing.These items need to be specified in a Job
Analysis.
 Relationships Supervision given and received. Relationships with
internal or external people.
 RequirementsThe knowledges, skills, and abilities (KSA's)
required to perform the job. While an incumbent may have
higher KSA's than those required for the job, a Job Analysis
typically only states the minimum requirements to perform the
job.

43. PERSONNEL SELECTION
 Personnel selection is one of the central functions of
industrial–organizational psychology.
 Selection should be scientific, objective and based
on tests and interviews.
 Personnel selection is the systematic process of
hiring and promoting personnel. Personnel-
selection systems employ evidence-based
practices to determine the most qualified
candidates.The assessment tools they use include
interviews, personality inventories, psychomotor
and physical ability tests, and work samples.

44. Types of Selection Measures
 Industrial and organizational (I-O) psychologists use a
variety of measures to select applicants who are the best fit
for a position.The main goal of these tests is to predict job
performance, and each test has its own relative strengths
and weaknesses in this regard. When making a hiring
decision, it is important to understand the applicant's
personality style, values, motivations, and attitudes. New
employees can acquire technical competency, but it is not
easy to change one's personality.
 Interviews: Most organisations choose the individuals they
hire through the Interview process.The best interviews
follow a structured framework in which each applicant is
asked the same questions and scored with a standardized
rating scale. Structured interviews provide more reliable
and consistent results than unstructured interviews.

45.  PersonalityTesting:Organizations also use personality
testing to choose new employees.These assessments can
provide an accurate analysis of an applicant's attitudes and
interpersonal skills.They can reveal a variety of things
about an applicant, such as how well the applicant gets
along with others, self-discipline, attention to detail,
organization, flexibility, and disposition.
 AbilityTests: Businesses use psychomotor-ability tests to
measure a job candidate's fine motor skills and hand-eye
coordination.These skills are important to jobs, such as
carpentry and computer programs that require a lot of
hand-eye coordination. Unlike psychomotor-ability tests,
physical ability tests measure gross motor skills, such as
lifting and running.These skills are important in jobs, such
as construction and delivery, where strength is needed.
Work Samples & Situational Exercises:

48. WORK ENVIRONMENT
 The workplace environment impacts employee morale,
productivity and engagement - both positively and
negatively.The work place environment in a majority of
industry is unsafe and unhealthy.
 These includes poorly designed workstations, unsuitable
furniture, lack of ventilation, inappropriate lighting,
excessive noise, insufficient safety measures in fire
emergencies and lack of personal protective equipment.
 People working in such environment are prone to
occupational disease and it impacts on employee's
performance.Thus productivity is decreased due to the
workplace environment.
 It is the quality of the employee's workplace environment
that most impacts on their level of motivation and
subsequent performance.

49. Physical work environment
 Illumination: intensity, duration, brightness,
problem of shadow, light color,etc
 Noise: distraction , attention issue, health,
discomfort feeling….
 Atmospheric conditions:Ventilation ,
humidity, temperature,
 Hours of working: fatigue, rest pauses, …

50. PSYCHOLOGICAL ASPECT OF WORK
ENVIRONMENT
 1.Transparent & Open Communication
 a transparent and open form of communication
addresses the employee’s need to feel that what
they have to say has value. It is what makes
employees feel that they belong in the
organization.Two-way open communication will
eventually break down the hurdles present in
hierarchical or bureaucratic organizations. At the
end of it all, it promotes trust in day-to-day
interactions between co-workers, as well as
between subordinates and supervisors.

51.  2. Work-Life Balance: There has to be some sort
of balance between work and personal life. In
general, having that sense of balance will
improve job satisfaction among employees
because they will feel that they’re not
overlooking the other areas of their lives that
are, if not more, important to them than work.
When employees fulfill their various needs and
goals in life, such as those of family, friends,
spiritual pursuits, self-growth, etc, they can then
feel more confident about themselves and
perform their best at work.Work-life balance
can promote creativity.

52.  3.Training & Development-Focused: A training and
development-focused organization has a clear roadmap for
training their employees to sustain and enhance the
productivity of the organization as a whole. Essentially
speaking, there are two kinds of skills that can be
developed: hard skills and soft skills.
 Hard skills: impact work productivity directly e.g.
knowledge of a new database management system
 Soft skills: interpersonal skills which could affect the
morale of the organization.
 A positive work environment would have routine trainings
to improve efficiency and instill positive attitudes among
employees.

53.  4. Recognition for Hard Work: Rewards
 are necessary to encourage certain behaviors
in persons.This is known as positive
reinforcement under operant conditioning in
the field of psychology. It is used in
organizational behavior management as well:
by rewarding employees who put in effort for
their work, this will promote similar behaviors
in the future .

54.  5. StrongTeam Spirit
 As social beings, we naturally seek support from
our peers and seek to belong to a group. Come
tough times, the team should come together to
deal with whatever problems are out there.This
is where a sense of unity is evoked in the team
and employees will no longer just feel that
they’re working for themselves.They are now
working towards something bigger than
themselves, and as a team. It involves the
acceptance and tolerance of differences in
perspectives and working styles between
teammates.There is a need for them to see that
they’re working towards a common goal before
they can look beyond the differences.

55. Thank You