up of a person is made up of his perceptions, ideas, beliefs, values, information etc
It has a crucial role in determining a persons
attitudes
For eg;If a person perceives that generally all
superiors are exploitative,he is likely to develop a negative attitude towards his superior who in fact may not be exploitative Family factors-During childhood,a person spends a major part of his time in the family
Thus he learns from family members who
provide him ready made attitudes on a variety of issues such as education,work,health,religion,politics,econ omics etc Every family develop such attitudes among its members as are considered appropriate to its socio economic status in the society A person from a middle class family may hold different attitude towards spending than from an affluent family
In the later years of life any person whom we
respect or fear may have greater influence on our attitudes Peer groups-As people approach their adulthood, they increasingly rely on their peer groups for attitude
However others judgement on an individual
largely determines his self image and approval seeking behaviour
Social class and religious affiliation also plays
a vital role in a persons attitude formation Reference groups-are any aggregation of people that influences an individuals behaviour
This group may include family or other types
of groupings,either primary or secondary groups
Reference groups serve important inputs to
an individuals learning of his attitude and life style through the process of socialisation Neighbourhood-The neighbourhood people live in has a certain influence in terms of its having cultural facilities and religious groupings
The neighbours adults or children tolerate,
condone, or deny certain attitudes and behaviour
Further we accept these moves and conform
or we deny them
The confirmity is the evidence of the
attitudes we hold Role models in ones life-Some of the attitudes are developed by imitation of models Its formed by noticing how a person behaves in a particular situation The noticing person correctly or incorrectly interprets his behaviour as representing certain attitudes and beliefs If we identify him and respect his judgement we tend to accept his way of perceiving and feeling about the situation For eg:the children notices the diverse behaviour their parents show to different people and groups Social factors-The social classes have important influence on individuals attitudes They have important task of transmitting cultural behavioural patterns to specfic groups and families They define expectations of society for groups of people and for families within the groups The family then transmits these cultural expectations to the individual The social classes restrict behaviour between individuals of differing social classes Institutional factors-Many institutional function as sources and support of our attitudes and beliefs
For eg:When people come in to a temple,they
bow down to pray,sit with heads bowed,their clothes are neat and clean and when the pujari signals they start singing bhagan Economic factors-A persons attitude towards many issues such as pleasure,work ,marriage wife as working women etc is influenced by economic factors
Also his economic status in the society,rate of
inflation in the economy,govts. Economic policies and countrys economic conditions affect economy of the society and its attitude Polictical factors-Politics play an important role in the administration of a country
Political factors such as ideologies of polictical
parties,polictical stability affect attitudes of the people
Political stability and the behaviour of the
leaders greatly affect the attitudes of people Mass communication-All varieties of mass communication television,radio,newspapers and magazines feed their audiences with lot of information
The presentation of news or information
given affects the attitude of the audience How to change ones attitude Qualities of the communicator-One very important variable is the status of the manager or marketer
The higher the status of the manager higher is
the probability he will be able to change the employees or customer attitude The communicator having high prestige produced the greatest amount of attitude change The attitude change will be effective depending on the level of trust this manager has with the employees The type and method of communication-
Communicator by presenting a clear two
sided view will be able to bring change as it will be considered un biased
Another method of communication is through
“fear appeals”,communicating the terrible consequences in continuing with the present attitudes eg:An anti-smoking ad Quality of commitment with the target-The single most important factor influencing the attitude change is the degree of commitment of the target
Further attitudes that are publicly stated and
openly expressed are more difficult to change because the person has shown the commitment
Attitudes which people are behaviourally or
morally commited are difficult to change Situational factors-They are not only extensive but also plays a major role in influencing the change in attitudes of people
How one perceives the message is dependent
on the situation or the prevailing context
If the employee believes that the group ie his
colleagues are more favourable to the manager, then he will have less hesitation changing his attitude Different new experience in ones life-whether or not new experiences will change our attitudes depends partly upon the strength or our initial attitudes and beliefs
If we already have strong attitudes,we are
likely to resist changing them
Moroever we may be especially sensitive due
to any experiences which are unfavourable Providing new information-New information will help change attitudes
Negative attitudes are formed owing to
insufficient information
Workers generally become pro-union because
of the ignorance about good intentions of the management
Once they come to know about the
management cares for the welfare of the workers they turn pro -management Use of fear-Researches also show that attitudes can be changed by giving fear
However lower and higher degrees of fear
arousal do not cause attitude change
The reason is that the former is ignored and
the latter makes people stubborn
The moderate level of fear arousal makes the
people aware of the situations and leads to attitude change Influence of peers and friends-Change of attitude can come about through persuasion of friends or peers Peers with high credibility shall exercise significant influence on change Resolving discrepancies-Another way in which attitudes can be changed is by resolving discrepancies between attitudes and behaviour Thus when people take new jobs and begin working,they also have negative feelings to the jobs which they have not chosen and the new employer will finally conclude that they have made the right choice