ATTITUDE

EVALUATIVE STATEMENTS
EITHER FAVOURABLE OR
UNFAVORABLE CONCERNING
OBJECTS, EVENTS OR PEOPLE.
ACCORDING TO KATZ AND
SCOTLAND

‘ATTITUDE IS A TENDENCY
OR A PREDISPOSITION TO
EVALUATE AN OBJECT OR
SYMBOL OF THAT OBJECT IN
A CERTAIN WAY.
ACCORDING TO G.W.ALLPORT

ATTITUDE IS A MENTAL OR
NEUTRAL STATE OF READINESS
,ORGANISED THROUGH
EXPERIENCE, EXERTING A
DIRECTIVE OR DYNAMIC UPON
THE INDIVIDUAL’S RESPONSE .
ATTITUDES ARE MADE UP OF
THREE COMPONENTS

COGNITIVE
AFFECTIVE
BEHAVIORAL
INFORMATION AFFECTIVE
OR OR BEHAVIORAL
COGNITIVE EMOTIONAL COMPONENT
COMPONENT COMPONENT

ATTITUDE

COMPONENTS OF AN ATTITUDE
COGNITIVE COMPONENT

IT IS MADE UP OF VALUE
STATEMENT.
E.G.-
‘DISCRIMINATION IS WRONG’
AFFECTIVE COMPONENT

IT IS THE EMOTIONAL OR
FEELING SEGMENT OF AN
ATTITUDE.
E.G.-
‘I DON’T LIKE RAM BECAUSE HE
DISCRIMINATES AGAINST
MINORITIES’
BEHAVIORAL COMPONENT

IT IS AN INTENTION TO BEHAVE
IN A CERTAIN WAY TOWARD
SOMEONE OR SOMETHING
E.G.-
‘I MIGHT CHOOSE TO AVOID
RAM BECAUSE OF MY FEELING
ABOUT HIM’
FEATURES / CHARACTERISTICS
REFERS TO FEELINGS OR BELIEFS OF AN
INDIVIDUAL.
TEND TO RESULT IN BEHAVIOR.
ATTITUDE CAN FALL ANYWHERE ALONG A
CONTINUUM FROM VERY FAVOURABLE TO
VERY UNFAVORABLE.
ARE GRADUALLY ACQUIRED OVER A PERIOD
OF TIME.
ALL PEOPLE IRRESPECTIVE OF THEIR
STATUS AND INTELLIGENCE HOLD
ATTITUDES.
CONSTITUTE A PSYCHOLOGICAL
PHENOMENA WHICH CANNOT BE DIRECTLY
OBSERVED.
FORMATION OR SOURCES OF
ATTITUDES
DIRECT EXPERIENCE WITH
OBJECT.
VICARIOUS LEARNING.
CLASSICAL CONDITIONING.
FAMILY AND PEER GROUP.
ECONOMIC STATUS AND
OCCUPATION.
MASS COMMUNICATION.
TYPES OF ATTITUDES
IN RELATION TO O.B

JOB JOB ORG.

SATISFACTION INVOLVEMENT COMMITMENT

ATTITUDE
JOB SATISFACTION

GENERAL ATTITUDE OR
FEELINGS OF A INDIVIDUAL
TOWARDS HIS JOB.
JOB INVOLVEMENT

IT MEASURES THE DEGREE TO

WHICH A PERSON IDENTIFIES
PSYCHOLOGICALLY WITH HIS
OR HER JOB AND CONSIDERS
HIS OR HER PERCEIVED
PERFORMANCE LEVEL
IMPORTANT TO SELF WORTH.
ORGANIZATIONAL
COMMITMENT

IS A STATE IN WHICH AN
EMPLOYEE IDENTIFIES WITH
ONE’S EMPLOYING
ORGANIZATION AND
ITS GOALS AND WISHES TO
MAINTAIN MEMBERSHIP IN THE
ORGANISATION.
THEORIES OF ATTITUDE
FORMATION

COGNITIVE DISSONANCE
THEORY.
MEASURING A-B RELATIONSHIP
THEORY.
SELF-PERCEPTION THEORY.
The Theory of Cognitive
Dissonance

Desire
Desireto
toreduce
reducedissonance
dissonance
• •Importance
Importanceofofelements
elementscreating
creatingdissonance
dissonance
• •Degree
Degreeof
ofindividual
individualinfluence
influenceover
overelements
elements
• •Rewards
Rewardsinvolved
involvedinindissonance
dissonance
Measuring the A-B Relationship

Recent research indicates that the

attitudes (A) significantly predict
behaviors (B) when moderating
variables are taken into account.
Moderating
ModeratingVariables
Variables
• •Importance
Importanceof ofthe
theattitude
attitude
• •Specificity
Specificityof
ofthe
theattitude
attitude
• •Accessibility
Accessibilityof
ofthe
theattitude
attitude
• •Social
Socialpressures
pressureson onthe
theindividual
individual
• •Direct
Directexperience
experiencewith
withthe
theattitude
attitude
Self-Perception Theory