Professional Documents
Culture Documents
What Is Attitude?
The term attitude is being used quite frequently in describing peoples behavior.
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Attitude is always towards something. For e.g., you may say that Mohan has a positive attitude towards his organization. Although attitudes are generally affective (or emotional) in nature, they also have terms of acting or behaving
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Attitudes can also be defined as a multiplicative function of
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An attitude is a imaginary construct that represents an individual's degree of like or dislike for something. Attitudes are generally positive or negative views of a person, place, thing, or event this is often referred to as the attitude object.
Work Attitudes
In relation to organization, the general meaning of attitude is applied to work. Work attitudes are reflected in job satisfaction
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Job satisfaction can be increased by increasing role efficacy, by understanding a persons needs and making sure that these needs
Organizational Commitment
It is another aspect of work attitudes. While job satisfaction is primarily concerned with the job or the work a person undertakes in an organization, commitment shows the relationship between the individual and the organization. The stronger such a relationship is, the higher the organizational commitment will be.
1. Affective commitment
2. Continuous commitment 3. Normative commitment
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1. Affective commitment: a persons emotional attachment to
Attitude Change
Attitudes have 3 components Cognitive (knowledge and understanding), Affective(feeling), and
Conative (action).
Attitudes change covers all 3 aspects. Several theories have been proposed for attitude change.
Reinforcement Theory
Hovland et al. propounded one of the first major theories of attitude change, developed in the framework of Hulls learning theory, and oriented towards the effects communication. of persuasive
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The acceptance of new opinion ( and hence attitude formation) is dependent upon the incentives that are offered in the communication.
Balance Theory
Heider developed a balance theory of attitude change that was influenced by Gestalt principles. In Heiders theory, when beliefs
sentiment(e.g., liking, approving, admiring) and unity(e.g., similarity, proximity, membership) qualities of beliefs. Balance exists if the sentiment or unity between beliefs about events or
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The resolution of the dissonance occurs when one factor is seen as more attractive than the other. Prior to the resolution of the dissonance, the dilemma between the conflicting factors prevents action. When dissonance is resolved, the person is better able to act in accordance with the more attractive factor because beliefs,
Beliefs
Beliefs are assumptions or convictions hold as true about something, concept, or person. Norms Of Beliefs a. Formal: Norms are official standards or laws that govern behavior. b. Informal: These norms are unwritten rules or standards
Values
A value is a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which
Societal Values
We shall take up four main Western conceptual frameworks of societal values and then see the values of the Indian society. Values
do not operate singly. Several values interact with each other and
value systems or value orientation are formed. Most conceptual frameworks propose such systems.
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Man- nature orientation: this is represented by the fatalismscientism dimension- does nature control nature? Fatalism can
Time orientation
This is reflected in past orientation, present orientation, or future orientation.
for new ways and new ideas and modification or change in the status
quo.
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