Attitude and Values

Dr. Tejinderpal singh

Overview of Lecture
What

is attitude? What are the main components of Attitude Does behaviour always from Attitude What are the major job Attitude

Three Similar terms

Beliefs Attitude Values

Beliefs are primarily cognitive in nature Attitudes are essentially in affective (emotional) in Nature Values are judgmental in Nature

What is Attitude ?

General
Mala has positive attitude

Specific
Mohan has positive attitude toward his organization Ram has negative attitude toward his organization

Geeta has negative attitude

What is Attitude?
Attitude is always towards something

Attitude has always a Referent

What is Attitude?
Attitudes

are evaluative statements either favorable or unfavorable- about objects, people, or events

They

reflect how we feel about something

are complex

Attitudes

Main components of Attitude

Cognitive component Affective component Behavioural component

Cognitive component
The

aspect of an attitude that is a description of or belief in the way things are.

Opinion or belief segment of Attitude

My pay is low There is no AC in the room

Affective component
Affect

is the emotional or feeling segment of the attitude

I am angry over how little I am paid I am fed-up with non- Ac rooms

Emotional and feeling

Behavioural component

An intension to behave in certain way toward someone or something

I am going to look for another job that pays better

Relation among three components of attitude

My supervisor gave a problem to a co-worker who deserve it less than me Negative attitude toward Supervisor

Cognitive = evaluation

I dislike my supervisor

Affecting =feeling

Behavioural = Action I am looking for other job

Major job attitude

Job Satisfaction
The term job satisfaction describes the positive feeling about job, resulting from an evaluation of its characteristics

Job involvement
The degree to which a person identifies with a job, actively participate in it and consider performance important to self worth

Organizational commitment
The degree to which an employee identifies with a particular organization and its goals and wishes to maintain membership in the organization 1. Affective commitment (pet shop) 2. Continuance commitment(economic value) 3. Normative commitment ( moral and ethical )

Perceived organizational support(POS)

The

degree to which employees believe that an organization values their contribution and cares about their well being
Rewards

are fair Voice in decisions Supportive supervisors

Job engagement
An individual's involvement ,satisfaction with and enthusiasm for the work he or she does

Hewitt Associates report

Hewitt Associates report

Are job attitude Really All that distinct ???

Attitude Change
It is a key interest of psychologists, advertisers, and more to understand what makes people change their beliefs or opinions

Theory of Cognitive Dissonance

Cognitive Dissonance is a complex theory that explains the discomfort, people feel when they hold two conflicting ideas in their head at the same time, and the subsequent cognitions and resolutions that can occur from such discomfort.

Attitudes can sometimes change when people behave inconsistently or out of line with the way they normally would behave and they are unable to find external justification for such behavior

Cognitive dissonance usually occurs when a person does something that goes against the image they have of themselves and they are unable to blame their behavior on external circumstances, so it is essentially dissonance that can cause attitude changes

Example
external

justification internal justification Counter-attitudinal advocacy