Attitude

Attitude

• An attitude is a hypothetical construct that represents an individual's degree of like or dislike for an item.

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Attitudes

Attitudes

Evaluative statements or judgments concerning objects, people, or events.

Affective ComponentThe emotional or feeling segment of an attitude.

Cognitive componentThe opinion or belief segment of an attitude.

Behavioral ComponentAn intention to behave in a certain way toward someone or something.

Characteristics of Attitude

• Attitude have an object.

• Attitude have Direction ,Degree ,and Intensity.

• Attitude have Structure.

• Attitude are Learned.

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Types of Attitudes

Job Involvement

Identifying with the job, actively participating in it, and considering performance important to self-worth.

Organizational Commitment

Identifying with a particular organization and its goals, and wishing to maintain membership in the organization.

Job Satisfaction

A collection of positive and/or negative feelings that an individual holds toward his or her job.

The ABC Model of Attitudes

• Affect:– The way a consumer feels about an attitude object

• Behavior:– Involves the person’s intentions to do something with

regard to an attitude object

• Cognition:– The beliefs a consumer has about an attitude object

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The Theory of Cognitive Dissonance

Desire to reduce dissonance

• Importance of elements creating dissonance

• Degree of individual influence over elements

• Rewards involved in dissonance

Cognitive Dissonance

Any incompatibility between two or more attitudes or between behavior and attitudes.

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Measurement of Attitude

Attitude Surveys

Eliciting responses from employees through questionnaires about how they feel about their jobs, work groups, supervisors, and the organization.

Attitude Measurement

• Thurstone Type of Scale

• Likert Scales

• Semantic Differential

• Repertory Grid