Attitudes and Values

Nature Attitude-Behaviour Congruency Measurement Importance of Job Attitude Changing Attitude

Nature of Attitude

Belief = Perception & Cognitions Attitude= Cognition + Behavior + Affect Stereotype >> Emphasis on Cognition Prejudice >> Emphasis on Affect Discrimination >> Emphasis on Behavior Values >> Aggregation of related attitude

Inhibiting factors of Attitude-Behaviour Congruency

Norm of the place Fear of losing reward Fear of punishment

Measurement
Differential Method: Use of bipolar adjective or descriptor
Example: Bad 1234567 Uncooperative 1 2 3 4 5 6 7 Harmful 1234567 Good Cooperative Helpful

Thurstone Method: Respondents are asked to select items with which they agree
Statement My boss is cordial My boss is uncooperative

Likert Method
Strongly disagree Disagree Cant say Agree Strongly agree

My Boss is cordial My Boss is uncooperative

1 1

2 2

3 3

4 4

5 5

Changing Attitude

Theoretical Approach

Empirical Approach

Theoretical Approach
Principle of Balance:
Change one of the three components of Attidute (Affect or Behaviour or Cognition)

Change of other components will follow automatically because of the principle of balance

Principle of Cognitive Dissonance : Contradictory elements tend to change each other

Empirical Approach
Basic Principle: Who says what, how, to whom and with what effect?

Who refers to Source/Speaker Characteristics What refers to Context/Message Characteristics How refers to Channel Characteristics Whom refers to Audience/ Target Characteristics

Source

Credibility: Higher the credibility higher the change Likeability: Higher the likeability higher the change

Content

Two Sided Message Primacy effect if lengthy message Recency effect if short message

Channel
Written Format One Way (Video/Audio) Two way interaction
Two way interaction is more effective than other formats

Audience/ Target
Consider the following
Age Sex Group/ Cultural Membership Interest/ perspective

Measurement of Attitude Change

Steps
Attending

Remembering
Comprehending Yielding

(Behaviour) Expericing/ Innovating

Hofstedes Dimensions of Work Values

1. 2. 3. 4.

Power Distance Uncertainty Avoidance Masculinity/ Femininity Individualism / Collectivism

Thank you