attitudes, values and job satisfaction

8/6/2019 Attitudes, Values and Job Satisfaction

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ATTITUDES, VALUES AND

JOB SATISFACTION

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ASHRAF MULLA


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ATTITUDES

Concept of attitudes

Attitudes are evaluative statements. They

respond ones feeling either favourably orunfavourably to person, object or/and events.

In other words, attitude reflect how one feels

about something. For example, professor

Kotler says I like teaching, he is expressing

his attitude about his work.

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According to Munn, Attitude are

learned predisposition towards

aspect of our environment. Theybe positively or negatively

directed towards certain people,

service or institution.

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Salient Features: The salient features of

attitudes flowing from its definitions aresummarized as follows:

1.Attitudes are related to feelings and beliefs of

people.2.Attitudes respond to persons, objective or

events.

3.Attitudes affect behaviour either positively ornegatively.

4.Attitudes undergo changes.

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Attitudes affect perception and, inturn, behaviour. This underlines the

need for managers to understand

different types of attitudes and their

formation, how attitudes are

measured and what cause change inattitudes.

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Formation of Attitudes

Attitudes are not inherited. These are

acquired or learned by the people from the

environment in which they interact. Theformation of attitudes is broadly classified into

two sources:

1. Direct Experience, and2. Social Learning.

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Direct Experience: Attitude are formed on the

basis of ones past experience. How do youknow that you like organisational behaviour or

dislike financial management? The answer to

it is that you have formed these attitudes fromyour experience in studying the two subjects.

Research has shown that attitudes derived

from the direct experience are more powerful,

stronger, durable and are difficult to change

than are attitudes that are formed through

indirect experience.

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Social Learning: The process of deriving

attitudes from family, peer groups religious

organisations and culture is called social

learning.In social learning, an individualacquires attitudes from his/her environment

in an indirect manner. Social learning starts

from early age when children derive certain

attitudes from their parents.

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Types of Attitudes

Individual can have numerous attitudes, butorganisational behaviour focuses on job

related attitudes only. Job-related attitudes

are of three types-job satisfaction, jobinvolvement and organisational commitment.

Job satisfaction: The term job satisfaction

refers to an individuals pleasurable or positive

emotional state toward his or her job. Job

satisfaction is related with the five specific

dimensions of the job: pay,

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the work it self, promotion opportunities,

supervision, and co-workers. When people

speak of employee attitude, more often than

not, they mean job satisfaction. In fact, the

two terms attitude and job satisfaction arefrequently used interchangeably. Without

question, job satisfaction has received bulk of

attention in organisational behaviour.

Therefore, this is discussed in considerable

detail later in this chapter.

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Job Involvement: Job involvement is the

degree to which employee immerse

themselves in their job, invest time and

energy in them, and consider work as a central

part of their overall lives. Employees with ahigh level of job involvement strongly identify

with their job and take utmost care about the

kind of job they do. Such employees seldomwill be tardy and absent. They will attempt to

be high performer.

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Organisational Commitment: Organisational

Commitment is attitude about employees

loyalty to their organisation. It is process

through which employees identify with the

organisation and want to maintainmembership in the organiastion. In fact, like a

strong magnetic force attracting one metallic

object to another, organisational commitment

is a measure of the employees willingness to

remain with a firm in the future also.

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Measurement of Attitude

We have maintained that attitudes affect

behaviour. Changes in attitudes make

behaviour unpredictable. But, themanagers need to know the dimension

of attitude so as to anticipate employees

behaviour at work. One way to know theattitudinal dimension is attitude

measurement.

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There are many methods of attitude

measurement. All methods areclassified into four types.

1. Self-Report2. Indirect Tests

3. Direct Observation technique

4. Psychological Reaction Techniques

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However, attitude measurement ofemployees in organisations is most

commonly carried out with Self-Report

Method.Self-report usually elicitsresponses from employees through

questionnaires dealing with their feeling

about their work and related matters.Self-report is carried out through the use

of attitude surveys.

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Attitude surveys contain a set ofstatements or question to be

answered by the employees A

definite scale is assigned to eachanswer. Scaling-terms assigned are

tailored to obtain the information

what managers actually want.

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Statement in the questionnaire is: My job

makes the best use of my abilities

Attitude scaling for the statements

Strongly Agree 5Agree 4

Undecided 3

Disagree 2

Strongly Disagree 1

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There are three types of attitude scaling

commonly used in attitudes measurement

of employees in the organisation. These are:

1. Equal Appearing Interval Scale(L.L.

Thurstone Scale)

2. Summated Rating Scales (Rensis Likert

Scale)

3. Semantic Differential (C.E.Osgood et al

Scale)

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Equal Appearing Interval Scales: Perhaps

the most widely used procedure of attitude

measurement is L.L. Thurstones technique

of equal appearing interval scales. It is

simple in application as it requires only onejudgement for each item/statement. The

statements range from pile 1 to pile 11

corresponding to the most favourable andthe most unfavourable respectively.

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The other statement fall betweenthese two extremes. The scale so

prepared are then presented to the

respondents for their responses on

the statements . The responses given

by the respondents are thensummed up.

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Summated Rating Scales: This scale is

experimented by Likert for measuringattitudes. The scale has five point viz, always,

often, sometimes, seldom and never. The

statement is presented to the respondent whochecks one of the five point assigned to each

statements. These points indicate the degree

of agreement or disagreement with the

statement given to the respondents. then..The score or individuals attitude.

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The Likert scale is consideredbetter as compared to

Thurstones one because of itssimplicity in making numerous

statements which require only

one statement for every aspect.

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Semantic Differentials: Semantic differential

refers to the successive allocation made of a

concept to a score in a given multidimensional

space by selection from a set of given scaled

semantic alternatives. It comprises of manypairs of opposite alternatives having a scale

value in between the extremes. The

respondent marks the score along the scalefor his/her attitude about the given object.

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Change of Attitude

Attitudes affect behaviour. Hence, it is the

interest of the organisation to try for the

favourable change in the attitude. The

following are some important ways that canbe used for changing attitudes:

1. Filling in the Information Gap: Unfavourable

attitudes are mainly formed owing toinformation gap or inadequate supply of

information.

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Then, providing information to fill in the gaps

can change attitudes. For example, workersmay be anti-management because of the

ignorance about the good intentions of

management. If they are made known about

the same, they may change their attitudes to

pro-management.

2. Use of Fear: Researches report that attitudes

can also be changed by giving fear.

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However, both low and high degree of feararousal do not cause attitude change. The

reason is while the former is often ignored,

the latter makes the people stubborn in their

held attitudes. In fact, only moderate level of

fear arousal makes the people aware of the

situation and induces to change their

attitudes.

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5. The Coopting Approach: Coopting is also yet

another way to change attitudes. In cooptingapproach, the people who are dissatisfied

with a certain situation are taken to make

them involved in improving things.

However, it would be naive to assume

that attitude only affects behaviour.

Sometimes, behaviour also, on reciprocal

manner, influence attitudes, as this illustrationdemonstrates.

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Nalini Pandey, a supervisor in cachar Paper

Mills, was resisting the implementation ofpersonnel computers at work. After six

months passed, Rupak Dayal, the General

manager decided to purchase computerwithout wasting time to change supervisors

attitude. The computer were immediately

installed and training on how to use

computers was offered.

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The after three weeks, Nalini emerged the

most enthusiastic supporter for the computer

and confided to her colleague: We waited so

long unnecessarily to get computer. Clearly,

the General Managers behaviour changed the

supervisor's attitude.

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VALUES

Concept of

Value

The answer to the question-what is right or

wrong and good or bad-are value laden.

Values are basic convictions that

gives us a sense of right and wrong, good and

bad. In this way, values from the basis for

ethical behaviour.

Values are learned. These changes

as individuals grow and mature. Changes in

values change individual behaviour.

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Values and Attitudes

Both attitude and values are tinged with moral.

There are some similarities and dissimilarities

between the two. The similarities are:

1. Both are learned or acquired from the same

sources-experience with people, object, andevent.

2. Both affect cognitive process and behaviour of

people.

3. Both are endurable and difficult to change.

4. Both influence each other and, other and, more

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Differences between Attitudes and Values

Attitudes

1.Attitudes exhibit

predisposition to

respond.2.They refer to several

beliefs relating to a

specific object or

situation.

3. These are ones

personal experiences.

Values

Values represent

judgmental ideas like

what is right.They represent single

belief focused on

objects or situations.

These are derived from

social and cultural

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Types ofValues

Terminal Values: The goals an individual

would like to achieve during his/her life

time.Instrument Values: Instrumental values

reflect the way to achieving goal. In other

words, these represent preferable modesof behaviour or means of achieving ones

terminal values.

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10.Friendship

11.Mature Love

12.Pleasure

13.Freedom

14.Wisdom

15.Prosperity

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6.

National Security17.Social Respect

18.Exciting Life

10.Affection and Love

11.Politeness

12.Rationality

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3.

Responsibility14.Courage

15.Competence

16.Cheerfulness17.Intelligence

18.imagination

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THANK YOU

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