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Attitude- Organisational Behaviour
- 1. ORGANIZATIONAL BEHAVIOR Attitude andValue Prof. Shrinivas Prof. SVK
- 2. Meaning Of AttitudeMeaningOf Attitude Attitudes are evaluative statements indicating one’s feeling either favourably or unfavourably towards persons,objects,events or situations Attitude is very complex cognitive process just like personality of an individual. POSITIVE ATTITUDE :- Positive mental attitude is a psychological term which describes a mental phenomenon in which the central idea is that one can increase achievement through optimistic thought processes. NEGATIVE ATTITUDE :-A negative attitude is characterized by a great disdain for everything. Someone who constantly points out the negative in everything. Prof. SVK
- 3. AttitudeAttitudeAttitudeAttitude AttitudeAttitude is definedas “a learnedis defined as “a learned predisposition to respond in apredisposition to respond in a consistently favorable or unfavorableconsistently favorable or unfavorable manner with respect to a givenmanner with respect to a given object.” That is, attitudes affectobject.” That is, attitudes affect behavior at a different level than dobehavior at a different level than do values…values… Prof. SVK
- 4. Features of AttitudeFeaturesof Attitude Attitude can be characterized in Different ways: Changes with time & situation Related to feelings & beliefs of people Effects one’s behaviour positively or negatively Affect perception Learned through experiences May be unconsciously held Prof. SVK
- 5. Nature of AttitudeNatureof Attitude ASPECTS OF VALENCE-the degree of favorableness or unfavorableness toward the event ASPECTS OF MULTIPLEXITY-number of element constituting the attitude RELATION TO NEED ASPECT-vary in relation to needs they serve CENTRALITY ASPECT-importance of attitude object to someone Prof. SVK
- 6. Attitude ComponentsAttitude ComponentsAttitudeComponentsAttitude Components Affective Behavior Cognitive Prof. SVK
- 7. Attitude ComponentsAttitude ComponentsAttitudeComponentsAttitude Components Affective ComponentAffective Component The emotional or feeling segment of an attitude.The emotional or feeling segment of an attitude. Cognitive componentCognitive component The opinion or belief segment of an attitude based onThe opinion or belief segment of an attitude based on the knowledge or information.the knowledge or information. Behavioral ComponentBehavioral Component An intention to behave in a certain way toward someone orAn intention to behave in a certain way toward someone or something.something. Prof. SVK
- 8. ABC Model ofAttitudeABC Model of Attitude ABC, the three letters stands for affect, behaviour & cognition. Emphasizes the inter relationship among knowing, feeling & doing. Relative importance of component depends upon level of motivation. Prof. SVK
- 9. The Theory ofCognitive DissonanceThe Theory of Cognitive Dissonance Desire to reduce dissonance • Importance of elements creating dissonance • Degree of individual influence over elements • Rewards involved in dissonance Desire to reduce dissonance • Importance of elements creating dissonance • Degree of individual influence over elements • Rewards involved in dissonance Prof. SVK
- 10. DefinitionDefinition Cognitive dissonancerefers to a situation involving conflicting attitudes, beliefs or behaviors. This produces a feeling of discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance etc. For example, when people smoke (behavior) and they know that smoking causes cancer (cognition). Prof. SVK
- 11. Festinger's (1957)Festinger's (1957) cognitive dissonance theory suggests that we have an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony (or dissonance). Attitudes may change because of factors within the person. An important factor here is the principle of cognitive consistency, the focus of Festinger's (1957) theory of cognitive dissonance. This theory starts from the idea that we seek consistency in our beliefs and attitudes in any situation where two cognitions are inconsistent. Prof. SVK
- 12. A cognitioncan be considered a belief. If you like to smoke then this can be considered a cognition. For example if you like to smoke but you know that smoking is harmful then that would result in Cognitive dissonance. The Cognitive dissonance theory states that when two cognitions become dissonant Cognitive dissonance happens. Prof. SVK
- 13. Example 1:Knowing that smoking is harmful (First cognition) while liking to smoke (second cognition). The Cognitive dissonance theory's conditions were met because those cognitions are dissonant Example 2: Believing that lying is bad (First cognition) and being forced to lie (second cognition) Prof. SVK
- 14. Functions Of AttitudeFunctionsOf Attitude Attitude Ego Defensive Adjustment Knowledge Value expression Prof. SVK
- 15. Functions Of AttitudeFunctionsOf Attitude The Adjustment Function : Attitudes often help people to adjust to their work environment. Ego-Defensive Function : Attitudes help people to retain their dignity and self- image. The Value-Expressive Function : Attitudes provide individuals with a basis for expressing their values. The Knowledge Function : Attitudes provide standards and frames of reference that allow people to understand and perceive the world around him. Prof. SVK
- 16. Formation Of AttitudeFormationOf Attitude Mass Communication Classical Conditioning Vicarious Learning Neighbourhood Experience with Object Family and Peer Groups Attitude Operant Conditioning Economic Status Prof. SVK
- 17. Formation Of AttitudeFormationOf Attitude Experience with Object : Attitude can develop from a personally rewarding or punishing experience with a object. Classical Conditioning :It involves involuntary responses and is acquired through the pairing of two stimuli. Operant Conditioning : It is based on the “Law of Effect” and involves voluntary responses ,Behaviors. Vicarious Learning : Formation of attitude by observing behaviour of others and consequences of that behaviour. Prof. SVK
- 18. Continued….Continued…. Family andPeer Groups : A person may learn attitudes through imitation of parents. – Neighbourhood : Involves being told what attitudes to have by parents, schools, community organizations, religious doctrine, friends, etc. – Economic Status : Our Economical and occupational positions also contribute to attitude formation. Mass Communication : Television, Radio, Newspaper and magazine feed their audiences large quantities of information. Prof. SVK
- 19. Work -Related AttitudesWork-Related Attitudes Prof. SVK
- 20. Job SatisfactionJob Satisfaction Measuring Job Satisfaction – Rating scale – Interviews – Surveys How Satisfied Are People in Their Jobs? – Job satisfaction declined to 50.7% in 2010 – Decline attributed to: • Pressures to increase productivity • Less control over work Prof. SVK
- 21. The Effect ofJob Satisfaction on Employee Performance The Effect of Job Satisfaction on Employee Performance Satisfaction and Productivity – Satisfied workers aren’t necessarily more productive. – Worker productivity is higher in organizations with more satisfied workers. Satisfaction and Absenteeism – Satisfied employees have fewer avoidable absences. Satisfaction and Turnover – Satisfied employees are less likely to quit. – Organizations take actions to cultivate high performers and to weed out lower performers. Prof. SVK
- 22. Responses to JobDissatisfactionResponses to Job Dissatisfaction E X H I B I T 3-6 Prof. SVK
- 23. How Employees CanExpress DissatisfactionHow Employees Can Express Dissatisfaction Prof. SVK
- 24. Job Satisfaction andOCBJob Satisfaction and OCB Satisfaction and Organizational Citizenship Behavior (OCB) – Satisfied employees who feel fairly treated by and are trusting of the organization are more willing to engage in behaviors that go beyond the normal expectations of their job. Prof. SVK
- 25. Methods To BringAttitude ChangeMethods To Bring Attitude Change Providing Information Use of Fear Resolving Discrepancies Influence of Friends and Peers Communication Society Prof. SVK
- 26. Barriers To AttitudeChangeBarriers To Attitude Change Prior and strong commitment Low credibility Insufficient information Degree of fear Prof. SVK
- 27. Ways To OvercomeThe BarriersWays To Overcome The Barriers Providing new information Use of fear Resolving discrepancies Influence of friends and peers The co-opting approach Prof. SVK
- 28. WHAT IS VALUES??WHATIS VALUES?? Values are abstract ideals that act as anchors for our ethical beliefs and conduct Values carry an individual’s concept of right and wrong. Principles that guide our lives. They are designed to lead us to our ideal world. Values define what is of worth, what is beneficial and what is harmful. Values are standards to guide our action, judgement and attitudes. Values are relatively stable and deep stated Prof. SVK
- 29. Common personal valuesCommonpersonal values Adventure Commitment Discipline Equality Fun Gratitude Hard work Integrity Openness Perfection Progress Responsibility Service Speed Success Tolerance Truth Trust Prof. SVK
- 30. VALUES VS FACTSVALUESVS FACTS VALUES FACTS Values are things we feel “should”, “ought”, or “are supposed to” influence our lives. Facts simply state what actually are. It is easy to confuse values with facts. VALUE: The best time to buy clothing is when the price is discounted. FACT: The most economical time to buy clothing is when the seasons change and the price is reduced. A value is a statement of one’s personal beliefs FACT: A fact is established by observation and measurement. Prof. SVK
- 31. “IF YOU STANDFOR NOTHING, YOU FALL FOR ANYTHING” “IT’S NOT DOING THINGS RIGHT, BUT DOING THE RIGHT THINGS” Prof. SVK
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