2. Attitude: manner, disposition, feeling,
position, etc., with regard to a person
or thing; tendency or orientation,
especially of the mind
Behaviour: observable activity in a
human or animal. the aggregate of
responses to internal and external
stimuli.
4. Attitude might not really be
“everything’’
In many situations, it is the single
most significant determining
factor of success.
5. Though innate/implicit and
enduring predispositions,
Attitudes are learnt
…..and influenced by a number
of factors
Faith/Belief
Learning – diverse avenues
External environment, etc
6. It is a key element in producing a quality product or
service
it is greatly influenced by management
Attitude produces behaviour
Repeated behaviours form habits
Employee attitude about the product, about the work, their manager
and about the company will determine the quality of the work
7. Do we really need to be concerned about
employee attitudes and behaviours?
Is it possible to influence/change people’s
attitudes and behaviours?
How can we achieve this in the workplace?
8. the capacity or power of
persons or things to be a
compelling force on or
produce effects on the
actions, behaviour, opinions,
etc., of others
the action or process of
producing effects on the
actions, behaviour, opinions,
etc., of another or others
9. to make the form, nature, content, future
course, etc., of (something) different from
what it is or from what it would be if left alone
to transform or convert into
10. People are rational
Information processing
Can be motivated to listen to a
communication, learn it and
incorporate it into their repertoire of
responses
…….When this learning is rewarded
People are social beings
Need and use other people as a
basis of self-knowledge
Regulate their behaviours in
accordance to the group norms and
demands of the surrounding
environment.
11. List 5 behaviours in your organization that are
helpful
List 5 other that hurt the organization
What efforts have been used to address them?
Were they effective? Why?
12. Things to Think of When Influencing
Change in Attitudes
1. What an audience thinks of the
communicator
2. The more extreme the opinion change
that the communicator asks for, the more actual
change s/he is likely to get.
3. The audience's attention to the communication and
comprehension of the arguments, examples and
appeals are crucial to help changing attitudes.
13. Things to Think of When Influencing Change in Attitudes
4. The audience's initial position at the star
5. The greater the discrepancy between the message and
the recipient's initial position, the greater the attitude
change
6. With extreme discrepancy (and low credibility sources)
there is a falling off in attitude change.
14. 3 major
theories of
behaviour
change
Key variables
of behaviour
change
models
Link between
behaviour
change and
attitude.
The Key
elements of
Behaviour
Change
Ways to
maximize on
these
variables
Theories of Behaviour Change
15. People are driven not by inner forces, but by
external factors
An interaction between behaviour,
personal and environmental factors
Environmental - Situational influences
Environment in which behaviour is preformed while
Personal - Instincts, drives, traits, and other individual
motivational forces
Social Cognitive theory
16. These variables may also intervene in the process
of behaviour change
Self-efficacy — A judgment of one’s ability to perform the
behaviour
Outcome Expectations — A judgment of the likely
consequences a behaviour will produce
Self-Control — the ability of an individual to control
their behaviours
Reinforcements — something that increases or
decreases the likelihood a behaviour will continue
Social Cognitive theory
17. Emotional Coping
the ability of an individual to
cope with emotional stimuli
Observational
Learning
the acquisition of behaviours
by observing actions and
outcomes of others’ behaviour
Social Cognitive Theory
18. To increase levels of self-
efficacy it may be important to
provide resources and support
to raise individual confidence
To raise self-efficacy behaviour
change should be
approached as a series of
small steps
Application to Practice
19. Even with a strong sense of
efficacy, people may not
perform the behaviour if
they have no incentive.
If we are interested in getting
others to enact behaviour
change, it may be important to
provide incentives and
rewards for the behaviours
Application to Practice
20. Shaping the environment
may encourage behaviour change.
this may include providing
opportunities for behavioural
change, assisting with those
changes, and offering support
Recognize environmental
constraints that might
deter behaviour change.
Application to Practice
21. Behaviour is dependent on one’s intention to
perform the behaviour
Intention is determined by an individual’s
attitude (beliefs and values about the outcome of the
behaviour) and subjective norms (beliefs about
what other people think the person should do
….and individual’s perceived
behavioural control
Theory of Planned Behaviour
22. Behaviours are often linked with one’s personal motivation
This suggests that it may be important to present information
to help shape positive attitudes towards the behaviour
Stress subjective norms or opinions that support the behaviour
For perceived behavioural control to influence behaviour
change, a person must perceive that they have the ability to
perform the behaviour
Perceived control over opportunities, resources, and skills
needed is an important part of the change process.
Attitude
Application to Practice
23. Change as a process of
six stages
Precontemplation
stage in which people are not
intending to make a change in
the near future [usually 6 months]
Stages of Change Model
24. Contemplation
people intend to change
(within the next 6 months)
People in this stage are
aware of the pros of
changing but also can
identify the cons
Stages of Change Model
25. Preparation
people have a plan of action
and intend to take action in
the immediate future (within a
month)
Action
people make the behaviour
change
Stages of Change Model
26. Maintenance
people work to prevent relapse
Termination
individuals have 100 percent efficacy
and will maintain their behavior
Maintenance State is the most
difficult to sustain, so many people
remain a lifetime in maintenance
Stages of Change Model
27. it is essential to match
behavior change
interventions to
people’s stages
For example, if an individual is in the
Precontemplation stage it is important
to raise their awareness
about a behavior in order for them to
contemplate making a behavior
change
Application to Practice
28. Without a planned intervention,
people will remain stuck in the
early stages due to a lack of
motivation to move through the
stages
Series of activities that have
received empirical support,
which help individuals progress
through the stages
Application to Practice
29. Consciousness
Raising
increasing awareness of
the causes (providing
educational materials,
confrontation, media
campaigns, feedback,
etc.)
Dramatic Relief
producing an emotional
experience which is
followed by a reduced
affect if some action can
be taken (personal
testimonies, media
campaigns, drama)
Self-reevaluation
inviting individuals to
make cognitive and
emotional assessments of
their self image (clarify
values, provide healthy
models, using imagery)
environmental re-
evaluation
assessments of how the
presence or absence of a
behavior might impact
one’s social environment
(documentaries, personal
stories, family
interventions)
Application to Practice
30. Communicator characteristics are
very important
You are more likely to succeed if
you have high credibility (i.e.
expertise, trustworthiness).
Think about what tactic to use.
Sometimes emotional appeals works,
sometimes factual or sometimes even
fear appeals! (There is a positive
relationship between fear arousal and
attitude change.)
Tips to Effectively Influencing Change in
Attitudes
31. Audience will be more
influenced if the communicator
first acknowledges the
audience's initial position
Think of your order of
arguments - argument
presented last is the most
effective.
Tips to Effectively Influencing Change in
Attitudes
