2. WHAT IS MEANT BY
ATTITUDE
WHAT HAVE YOU GOT TO SAY?
3. DEFINITION OF ATTITUDE?
Attitude is defined as
the persistent
tendency to think,
feel and behave in a
particular way
towards some
objects, persons or
events.
4. WHAT IS AN ATTITUDE?
Attitude is a state of mind
Your attitude is your mind-set
It is the way you look at things mentally
Attitudes are evaluative statements
They indicate one’s feelings either favourably or
unfavourably to persons objects and or events
5. ATTITUDES ARE EVALUATIVE
STATEMENTS
Attitude reflect how one feels about something
It can be Positive or Negative
Eg. When someone says “I like teaching” he is
expressing his attitude about his work.
When someone says “I hate when someone
advises/teaches ” he is expressing his attitude
towards receiving advice.
6. ATTITUDE IS YOUR MENTAL FOCUS
ON THE OUTSIDE WORLD
Like using a camera you can focus or set your
mind on what appeals to you
You can see situations as either opportunities or
failures
Examples
A hot summer day may be beautiful or ugly
A departmental meeting is either interesting or
boring
7. HOW ATTITUDE WORKS?
It is a cognitive and affective evaluation that
predisposes a person to act in a certain way
Cognitive
Affective
BEHAVIOUR
10. Cognitive or
Informational
component
Ideas, Belief,
Values and
Information
Affective or
Emotional
component
Feelings of likes
and dislikes
positive & negative
Behavioural
component
Tendency to
behave
Attitude
Attitude Object
COMPONENTS OF ATTITUDES
11. THREE COMPONENTS OF
ATTITUDES- AN EXAMPLE
Cognitions (My job is interesting)
Affections (I love my job)
Behaviour ( I am going to get to work early with a
smile on my face- my intention to act)
13. ENVIRONMENT CONSISTS OF THE FOLLOWING
Home : Positive or Negative influences.
School: Peer Pressures.
Work : Supportive or over critical Supervisor.
Media: Television, Newspapers, Magazines,
Radio, movies.
Cultural back ground.
Traditions and Beliefs.
Social Environment.
Political Environment.
15. What are the salient features about
attitudes?
Attitudes are related to feelings and beliefs about
people
Attitude is a response to persons objects or events
Attitudes affect behaviour positively or negatively
Attitudes undergo changes
Attitudes affect perception, and in turn, behaviour
16. Attitudes and behaviour
Many factors influence whether attitude and
behaviour will be consistent. Some of the most
significant factors include:
How strong the attitude is
How easily it comes to mind
The situation we are in
Our personal belief that we can actually perform the
behaviour associated with the attitude
17. Strength of attitude
A strong attitude is well known, easily accessible,
personally relevant and has a strong emotional
component
The stronger the attitude the more likely it will be
consistent, resistant to change and influence
behaviour
Kraus (1995) found that the stronger the attitude
that more likely it would predict behaviour
18. HOW ATTITUDES ARE FORMED - DIRECT
LEARNING AND SOCIAL LEARNING
Attitudes are not inherited
They are acquired or learned by people from
the environment in which they interact
The formation of attitudes is broadly classified
in to two sources namely
1. Direct experience
2. Social Learning
19. PROCESS OF LEARNING ATTITUDES FROM
OBSERVATION- DIRECT LEARNING
One’s direct experience with an object or person
serves as a powerful source for his or her attitude
formation
In other words attitudes are formed on the basis
of one’s past experience in concerned object or
person
20. PROCESS OF LEARNING ATTITUDES FROM
OBSERVATION- SOCIAL LEARNING
The process of deriving attitudes from family peer
groups religious organizations and culture is
called social learning
In social learning a person acquires attitudes from
his or her environment in an indirect manner
They acquire it mainly by observing their models
21. PROCESS OF LEARNING ATTITUDES FROM
OBSERVATION- SOCIAL EARNING
Attention - focus on something
Retention - what observed must be retained
Reproduction - Behaviour must be practiced
again and again
Motivation - learner must be motivated to learn
from it
22. ROLE OF CULTURE IN ATTITUDE
FORMATION
Culture plays a definitive role in the formation
of attitudes
Eg- Indians earn for future requirements
Americans for that matter earn to enjoy
the present
23. THREE TYPES OF JOB RELATED
ATTITUDES
Job satisfaction - Individual’s pleasurable or
positive emotional state toward his job
Job Involvement - the degree to which people
immerse themselves in their jobs - It is
identifying with one’s job
Organizational commitment - it is about
employees loyalty towards their organizations -
It is identifying with one’s organization
24. JOB SATISFACTION IS RELATED WITH
FIVE SPECIFC JOB DIMENSIONS
PAY
WORK ITSELF
PROMOTIONAL OPPORTUNITIES
SUPERVISION
CO-WORKERS
25. JOB INVOLVEMENT
It is the degree to which employees immerse
themselves in their jobs, invest time and
energy in them and consider work as central
part of their overall lives
Such employees tend to be high performers
and seldom tardy and get absent
26. ORGANIZATIONAL COMMITMENT
It is an attitude about employee’s
commitment to the organization
It is the process by which an employee
identify with the organization and and want to
maintain membership with the organization
28. WHAT IS A POSITIVE
ATTITUDE ?
WHAT HAVE YOU GOT TO SAY?
29. WHAT IS A POSITIVE
ATTITUDE?
Attitude is the way you communicate your mood
to others
The way you perceive the world and your position
in it directly affects your dealings with others
a positive self image will reinforce and improve
both professional and personal relationships
30. ARE YOU AWARE OF THIS?
When you are optimistic and anticipate
successful encounters you transmit a positive
attitude and people usually respond favourably
When you are pessimistic and expect the worst
your attitude is often negative and people tend to
avoid you
Quite simply you take the picture of life you want
to take
31. EMPHASIZING THE POSITIVE AND
DIFFUSING THE NEGATIVE
You can place the glass over good news and
feel better or you can magnify bad news and
make yourself miserable
Magnifying situations can become a habit
if you continually focus on difficult situations the
result will be exaggerated distortions of
problems
Emphasizing the positive and
diffusing the negative is like
using a magnifying glass
32. A BETTER APPROACH
Imagine you have binoculars
Use magnifying end to view positive things
Use the other end whenever you encounter
negative elements to make them appear
smaller
Once you know to highlight the positive you
are on the right road
33. WHAT CAN WE LEARN FROM
THIS?
Think more about the positive things and try to
make use of the positives to drive your life
This means that you have learnt to alter your
imagery to highlight the positive
This means that you are on the right road
35. Unless you are on constant guard
negatives can slip in to your mind
which make your mind time spend on
difficulties rather than on
opportunities
36. If negative factors stay around for a
long time they will be reflected in
your disposition.
The positive may be still there but
may be overshadowed by the
negative.
37. Challenge!
Push the negative factors to the outer perimeter
of your thinking
Those who will learn the trick will reflect it and
others will notice it
Of course! No one can be positive all the time
Excessive optimism is not realistic
Positive attitude is not an act. It must be genuine
38. HOW TO MEASURE ATTITUDES
Self- Report
Indirect tests
Direct observation Techniques
Psychological Reaction Techniques
39. HOW TO CHANGE ATTITUDE?
Filling in information Gap
use of fear
Resolving Discrepancies
Impact of peers
The co-opting approach