Attitude

Attitude is defined as “a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object.” That is, attitudes affect behavior at a different level than do values…

Attitudes

Attitudes are positive, negative or neutral views of an "attitude object": i.e. a person, behaviour or event. They reflect how one feels about something.

The Nature and Dimensions of Attitudes

“Attitudes” Persistent tendency to feel and behave in a

particular way towards some object Characteristics of Attitudes

They tend to persist unless something is done to change them.

They can fall anywhere along a continuum from very favorable to very unfavorable.

They are directed toward some object about which a person has feelings and beliefs.

Attitude Components

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.

Attitudes and Influencing Attitudes

Attitude Components and Manifestations

My supervisor gave promotion to my co-worker who deserved it less than me.

My supervisor is unfair.

I dislike my supervisor

I am looking for some other job

Negative attitude towards supervisor

Attitude Formation/ Sources of attitude

Direct experienceSocial learning

The process of deriving attitudes from family, peer groups, religious organizations, and culture.

Acquired from parents, teachers, and peer group members. There are “genetic” predispositions. Observations, attitudes that we imitate.

Sources of attitude cont’d

Mere exposureSocial learning/observational learningOperant conditioningGenetics

Sources of attitude

Sources of attitude

Sources of attitude

Sources of attitude

Attitude Types

Most of the research in OB has been concerned with three attitudes…

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

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

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

Job satisfaction

Job satisfaction essentially reflects the extent to which an individual likes his or her job. Formally defined, job satisfaction is an affective or emotional response toward various facets of one’s job…

Determinants of Job Satisfaction

Outcomes of Job Satisfaction

• Job Performance– Satisfied workers are more productive AND more

productive workers are more satisfied! – The causality may run both ways.

• Organizational Citizenship Behaviors– Satisfaction influences OCB through perceptions of

fairness.• Customer Satisfaction

– Satisfied frontline employees increase customer satisfaction and loyalty.

• Absenteeism– Satisfied employees are moderately less likely to miss

work.

Outcomes of Job Satisfaction

Turnover Satisfied employees are less likely to quit. Many moderating variables in this relationship.

• Economic environment and tenure.• Organizational actions taken to retain high performers and to

weed out lower performers.Workplace Deviance

Dissatisfied workers are more likely to unionize, abuse substances, steal, be tardy, and withdraw.

Employee Responses to Dissatisfaction

• Exit– Behavior directed toward leaving the

organization• Voice

– Active and constructive attempts to improve conditions

• Neglect– Allowing conditions to worsen

• Loyalty– Passively waiting for conditions to improve

Organizational Commitment

The strength of an individual’s identification with an organization.

Three kinds of organizational commitment:1. Affective

2. Continuance

3. Normative

Kinds of Organizational Commitment

Affective Commitment: The type of organizational commitment that is based on an individual’s desire to remain in an organization.

Continuance Commitment: The type of organizational commitment that is based on the fact that an individual cannot afford to leave.

Normative Commitment: The type of commitment that is based on an individual’s perceived obligation to remain within an organization.

Organizational Commitment*

Refers to the strength of an employee’s involvement in and identification with the organization

Strong organizational commitment entails: Strong belief in/acceptance of an organization’s goals and values Willingness to exert considerable effort on behalf of the organization Strong desire to maintain membership in the organization

Higher commitment is negatively related to absenteeism and turnover, and positively related to productivity

Changes in Organizational Commitment Over Time Initial Commitment is determined by individual

characteristics and degree of congruence between their expectations and organizational realities

Subsequent Commitment is influenced by job experiences, including many of the same factors which influence job satisfaction (such as pay, interpersonal relationships, working conditions, advancement opportunities, etc.)

Cognitive Dissonance

A state of tension that is produced when an individual experiences conflict between attitudes and behavior.

Cognitive Dissonance Theory

Leon FestingerAny incompatibility between two

or more attitudes or between behavior and attitudes.

Internal state that results when individuals notice inconsistency between two or more of their attitudes or between their attitudes and their behavior.

Cognitive Dissonance Theory

Dissonance Reduction: Attitude or Behavior Change Adding new information Trivialization: downplaying the importance of

the inconsistent attitudes or behavior

Cognitive Dissonance Theory

Desire to reduce dissonance depends on the following factors:

Importance of the elements creating the dissonance.

Degree of influence the individual believes he / she has over the elements

Rewards that may be involved in dissonance.

Self-Perception Theory

Self Perception Theory: Self-perception theory is developed by psychologist, Daryl Bem. It asserts that we develop our attitudes by observing our own behavior and concluding what attitudes must have caused them.

Changing Attitudes

• Employees’ attitudes can be changed and sometimes it is in the best interests of managements to try to do so.

• For example, if employees believe that their employer does not look after their welfare, the management should try to change their attitude and help develop a more positive attitude in them.

• However, the process of changing the attitude is not always easy.

Changing Attitudes Some of the possible ways of changing attitudes :

Providing New Information.

Use of Fear

Resolving Discrepancies

Influence of friends and peer

Co-opting

Work related attitudes

Loyalty, sense of self-efficacy, absenteeism, sense of self-worth, alienation, personality variables, sense of belonging, social behavior, corporate culture,

Attitudes toward employees,

style of leadership, methods for managing

burn-out, type of work, how work is set up, Environmental

conditions, discipline, corporate structure

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