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Presented BySantosh Kumar Sah
Rahul MamukaPrasant
Amit
Dinesh goet
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ATTITUDE
Attitude is defined as the persistent tendency to
feel and behave in a particular way towards someobjects, persons or events. It is a positive ornegative evaluation of people,
objects, event, activities, ideas,
or just about anything in yourenvironment.
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A/C to Stephens P. Robbins,' Attitude are
evaluative statements, either favourable orunfavourable concerning objects, people orevents.
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THE SALIENT FEATURES ABOUTATTUDES
Attitudes are related to feelings and beliefs aboutpeople
Attitude is a response to persons objects orevents
Attitudes affect behaviour
positively or negatively Attitudes undergo changes
Attitudes affect perception,
and in turn, behaviour
Situation
Attitude
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ATTITUDE IS YOUR MENTAL FOCUS ONTHE 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
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HOW ATTITUDE WORKS
It is a cognitive and affective evaluation that
predisposes a person to act in a certain way.
Cognitive
Affective
Behaviour
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COMPONENT OF ATTITUDE
7
COMPONENTS
AFFECTBEHAVIOURALCOGNITION
PHYSIOLOGICAL
INDICATORS
VERBAL
STATEMENTS
ABOUT FEELINGS.
OBSERVED
BEHAVIOR VERBALSTATEMENTS
ABOUT INTENTIONS
ATTITUDE
SCALES
VERBALSTATEMENTS
ABOUT BELIEFS
I DONT LIKE MY
BOSS.
I WANT TO TRANSFER
TO ANOTHER
DEPARTMENT.
I BELIEVE MY BOSS
PLAYS FAVORITES
AT WORK.
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THREE COMPONENTS OF ATTITUDES
1. Cognitions (Thoughts)It is made up of the beliefs, opinions, knowledge,
or information held by a person. Like the belief thatdiscrimination is wrong illustrates a cognition.
2. Affections (Feelings)
It is the emotional or feeling part of an attitude.For example, I dont like him because hediscriminates against minorities. this affect can leadto behavioral outcomes.
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3. Behaviour ( Actions and reactions)
It refers to an intention to behave in a certainway towards someone or something. For example,I might choose to avoid him because of my feelingabout him.
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THREE COMPONENTS OF ATTITUDES
AN EXAMPLE
1. Cognitions (My job is interesting)2. Affections (I love my job)
3. Behaviour ( I am going to get to work early witha smile on my face- my intention to act)
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ATTITUDES ARE FORM THROUGH
DIRECT LEARNING AND SOCIAL LEARNING
Attitudes are not inherited.
They are acquired or learnedby people from the
environment in which they interact. The formation of attitudes is broadly classified
into two sources namely
1. Direct experience
2. Social Learning
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DIRECT PERSONALEXPERIENCE
ATTITUDE
SOCIAL
LEARNING
Sources of attitudes
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PROCESS OF LEARNING ATTITUDES FROM
OBSERVATION- DIRECT LEARNING
Ones direct experience with an object or personserves as a powerful source for his or her
attitude formation In other words attitudes are formed on the basis
of ones past experience in concerned object orperson
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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 indirectmanner
They acquire it mainly byobserving their models
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PROCESS OF LEARNING ATTITUDES
FROM OBSERVATION- SOCIAL EARNING
1. Attention - focus on something
2. Retention -what observed must be retained
3. Reproduction - Behaviour must be practicedagain and again
4. Motivation - learner must be motivated to learnfrom it
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ROLE OF CULTURE IN ATTITUDEFORMATION
Culture plays a definitive role in the formation of
attitudes Example - Sri lankans earn for future
requirements
Americans for that matter earn to enjoy the
present
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THREE TYPES OF JOB RELATEDATTITUDES
1. Job satisfaction - Individuals pleasurable or
positive emotional state toward his job2. Job Involvement - the degree to which peopleimmerse themselves in their jobs. It isidentifying with ones job
3. Organizational commitment - it is aboutemployees loyalty towards their organizations.It is identifying with ones organization
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JOB SATISFACTION IS RELATED WITHFIVE SPECIFC JOB DIMENSIONS
PAY
WORK ITS
ELF
PROMOTIONALOPPORTUNITIES
SUPERVISION
CO-WORKERS
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JOB INVOLVEMENT
It is the degree to which employees immerse
themselves in their jobs, invest time and energyin them and consider work as central part oftheir overall lives
Such employees tend to be high performers and
seldom tardy and get absent
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ORGANIZATIONAL COMMITMENT
It is an attitude about employees commitment
to the organization It is the process by which an employee identifywith the organization and and want to maintainmembership with the organization
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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
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HOW TO CHANGE ATTITUDES
1. Providing real factsGenerally it is observed that the availability of insufficient
information is the primary cause for the negative attitudes of theemployees. For example, many decisions are taken in theorganization for the welfare of the employees, for eg. Laying downthe promotion policy, deciding about issuing bonus, providing
better working conditions, implementing employees insurancepolicy etc.2. Providing Involvement
Sometimes an employee gets annoyed with some decisionwhich is related to him but is has been taken without his consent.This dissatisfaction gradually assumes a negative attitude and insuch a situation a decision which is usually favourable for the
employee appears to him to be harmful. Such a negative attitudecan be converted into a positive attitude with the of the method ofinvolvement.
3. Using fear and warningsAttitude of the employee can be changed by making use of fear
and warning. But this method should be used with a lot of care and
understanding. Fear and warning can be done at the three levels i.elower level, middle level and high level.
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4. Impact of peersPeople working in an organization usually get
influenced by the attitude of their colleagues. If themajority of the people working in an organization havea negative attitude, soon the remaining people alsostart assuming negative attitude and viceversa.
5. Providing Education
usually employees have little information aboutthe good and bad. They accept willingly what the otherpeople tell them. Such people assume a negativeattitude rather unknowingly. Education is needed to
bring about a change in the attitude of such people.