Download - Attitude ; Lecture 7
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Attitude
Prof Arati Kale
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Ability andAbility and
SkillsSkillsPerceptionPerception
AttitudesAttitudes
Hereditary andHereditary and
DiversityDiversityFactorsFactors
PersonalityPersonality
Individual DifferencesInfluencing Work Behavior:
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Individual Differences in the Workplace
(assess individually to understand)
Ability and Skills AttitudesPerception
Personality
Work Behavior Productivity
Creativity
Performance
Individual DifferencesIndividual Differences
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Definition
A learned predisposition to behave in a
consistently favorable or unfavorable manner with
respect to a given object.
For instance, when we say we like something or
dislike something, we are in effect expressing an
attitude toward the person or object.
What are some examples of people or things that
you may have strong attitudes about?
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Attitudes: Three Important Assumptions
1) An attitude is a hypothetical construct - we cannot
actually see attitudes, although we can often see
theirconsequences.
2) An attitude is a uni-dimensional construct - it
usually ranges from very positive to very negative.
3) Attitudes are believed to be somewhat related to
subsequent behavior, although as well see, this
relationship can be unclear.
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Attitude Components and Manifestations
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BehaviorBehavior
Emotions, Attitudes and Behavior
Perceived EnvironmentPerceived Environment
Attitude FeelingsFeelings
BeliefsBeliefs
BehavioralBehavioral
IntentionsIntentions
Cognitiveprocess
Emotionalprocess
EmotionalEpisodes
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A Simple Representation of the
Tri-component Attitude Model
BehaviourBehaviour
AffectAffect
Cognition
ABC Model
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The Tri-component Model
Cognitive Component The knowledge and perceptions that are acquired by
a combination of direct experience with the attitude
object and related information from various sources.
Affective Component A persons emotions or feelings about a particular
product or Object.
Behaviour Component The likelihood or tendency that an individual will
undertake a specific action or behave in a particularway with regard to the attitude object.
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Manager styleManager style
TechnologyTechnology
NoiseNoise
PeersPeersReward systemReward system
Compensation planCompensation plan
Career opportunitiesCareer opportunities
Beliefs and valuesBeliefs and values
Feelings and emotionsFeelings and emotions
Intended behaviorIntended behavior
StimuliStimuli
WorkWork
environmentenvironment
factorsfactors
CognitionCognition
AffectAffect
BehaviorBehavior
My supervisor is unfair.My supervisor is unfair.
Having a fair supervisor isHaving a fair supervisor is
important to me.important to me.
I dont like my supervisor.I dont like my supervisor.
Ive submitted a formalIve submitted a formal
request to transfer.request to transfer.
The ThreeThe Three
Components ofComponents of
Attitudes:Attitudes:Cognition, Affect,Cognition, Affect,
BehaviorBehavior
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Measuring Attitude Components
Cognitive Component (Measuring Beliefsabout Specific Attributes Using the Semantic
Differential Scale)
Diet CokeStrong taste Mild taste
Low priced High priced
Caffeine free High in caffeine
Distinctive in Similar in taste to
taste most
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Measuring Attitude Components
Affective Component (Measuring Feelings about Specific
Attributes Using Likert Scales)
Neither
AgreeStrongly nor Strongly
Agree Agree Disagree Disagree Disagree
I like the taste of Diet Coke.
Diet Coke is overpriced.
Caffeine is bad for your health.
I like Diet Coke.
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Measuring Attitude Components
Behavioral Component
(Measuring Actions orIntended Actions)
The last soft drink I consumed was a ___________________.
I usually drink________________soft drinks.
What is the likelihood you will buy Diet Coke Definitely will buy
the next time you purchase a soft drink?
Probably will buy
Might buy
Probably will notbuy
Definitely will notbuy
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Job-Related Attitudes
Job involvement
Extent that a person identifies with his job.
Organizational commitment
Extent that a person identifies with the
organization. This is a great predictor for
turnover. Job satisfaction
A persons general attitude toward work.
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Responses to Job
Dissatisfaction.Active
Passive
ConstructiveDestructive
Loyalty
Exit
Neglect
Voice
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Sources of Attitudes
Sources of Attitudes:
Acquired from parents, teachers, andpeergroup members.
There are genetic predispositions.
Observations, attitudes that we
imitate.
Attitudes are less stable than values.
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Formation of Attitudes
Direct Experiences with Object
Classical Conditioning and Attitude
Operant Conditioning Family and Peer Groups
Economic Status and Occupation
Mass Communication
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Classical conditioning
Initially, the bell is paired with food to producesalivating
Eventually, the food is no longer required to
produce salivating Similarly, a certain person may be paired with anegative reaction by a parent, leading to thechild becoming upset
Eventually, the negative reaction is no longerrequired to make the child upset
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Pavlovs Experiment
CR
(salivation)
UCR(meat
powder)UCR
(salivation)
Neutralstimulus
(Bell)
B
A
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Neutral stimulus(metronome)
CS (metronome)
UCR (salivation)UCR
(meat powder)
CR (salivation)
C
D
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Classical conditioning
bell
food
salivating
person
X
parentsnegativereaction
child
upset
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Instrumental learning
Also called operant conditioning
Rewards and punishments
Strengthening of responses that lead to: positive outcomes
avoidance ofnegative outcomes
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Instrumental learning
If a child is praised for holding a certain
attitude, they will be more likely to
continue holding this attitude
On the other hand, punishment leads to
rejecting attitudes
Positive reinforcement and negativereinforcement
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Observational learning
Lear ning by example
Attitudes may be transmitted unintentionally by
parents
Child may observe their parent smoking, which
may lead to a positive attitude towards smoking
Child may overhear a certain attitude being
conveyed by a parent that they were not meantto hear
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Observational learning
Attitudes also learned from media
Individuals want to imitate the people
around them, or people they look up to Observational learning is evident in
trends
E.g., attitudes towards clothes, etc.
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Economic Status
If you are working with management side..
If you are working with Trade Union
Difference in attitude
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Functions of Attitude
DeterminingMeaning
Organized facts
Select Facts Develop the Rationality
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Changing Attitude
Own Attitude
Keep positive Attitude
Develop Own Attitude Keep open mind
Continuous Education
Positive Self esteem Stay away from smoking, alcohol, TV
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Changing Attitude
Give feedback
Working Condition
Make a positive role model Provide New Information
Keep use of Fear - Moderately