Attitude

Definition, Characteristics of Attitude, Factors Influence Attitude, Basis of Attitude, Functions of Attitude, Conditions facilitating Attitude change, Formation of Attitude, Steps of Changing Attitude, Relation between Attitude and Production.

1. Business Psychology
Attitude
Topics: Definition, Characteristics of Attitude, Factors Influence Attitude, Basis of
Attitude, Functions of Attitude, Conditions facilitating Attitude change,
Formation of Attitude, Steps of Changing Attitude, Relation between Attitude and
Production.
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2. □ Attitude
A tendency to respond favorably or unfavorably to certain
objects. It can be any persons or situations.
A kind of mental set. It represents a predisposition to form
certain opinions.
A learned disposition to evaluate and object or a class of
objects in a favorable or unfavorable manner.
□ Characteristics of Attitude
1.The subject of attitudes may be personal or social.
2.Attitude may instigate to react in a definite direction and it helps to
formulate whether the person will react in favor or disfavor based on
the situation.
3.Attitude takes place either based on a tangible goods or intangible
subject.
4.Attitude stays dormant until there creates a proper situation.
5.The highest expression of emotion happens through the Attitude.
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3. □ Factors Influence Attitude
 Culture: the customs, habits and tradition that
characterized a people or social group. It is the complex
mixture of assumptions, behaviors, stories, myths,
metaphors, and other ideas that fit together to define what it
means to be a member of a particular society.
Family: family is the primary factor that transmitted
attitude. “Like father like son.”
Peer groups: person who is equal to another in rank, status
or merit or same by age and always moves together is
known as peer group.
Education: A person earns new knowledge and experience
from his/her education and it helps to development of
his/her attitude.

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4.  Information: Information or news carries out an important
role in development of attitude of a person. Radio, television,
newspaper helps in development and change of the person’s
attitude.
 Prior Work Experience: When a person starts a job s/he
takes help from his past experience. But if he is new in job
then he earns knowledge about remuneration, working
environment, company policy, supervisory task, working
under leader, and to lead to others for working etc.
 Contemporary Influence: helps to build up attitude of a
person. For example, 12 years ago people cannot think about
the private university and spend more money for education.
But now a day’s people think that student learns more in the
private university and they spend a lot of money for
education.
Factors Influence Attitude
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5. Attitude arises from sharing experiences in a family. For
example, if all members of the family respect their mother
then the child also learn to respect his or her mother.
As a person grows older he/she starts to learn analyze and
his/her past experiences.
Sometimes miserable incident and embracing situation of
past experience influences the person’s attitude.
Sometimes we consider few “social attitude” as of our own
attitude. For example, the overall society believes that the
capitalism is the savior of the country’s economy and
without hesitation my attitude will be the same without
any rational thinking.
□ Basis of Attitude
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6. Functions of attitude of a person based on his/her motivation.
The Adjusting Function: A person wants to gain his/her
highest labor result from the environment and to avoid
punishment and difficulties.
Ego Defensive Function: A person always wants to
maintain his status in the external environment.
Value Expressive Function: Here a person maintains his
self-identity, self-image, self-expression, self-development
and self-realization.
The Knowledge Function: A person’s attitude always wants
to gain knowledge. The knowledge functions of attitudes
are the agreement on opinion, meaningful, and the subject,
clarity of the direct knowledge.
□ Functions of Attitude
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7. Role Change
Role Playing
Group Affiliation
Enforced Change in Behavior
The Effect of Information
The Effect of Personal Contract
Use of Listening Skill
Use of Discussion
Participation in Mutual Discussion and Decision
Making Process
□ Conditions Facilitating Attitude change
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8. Attitudes are caught rather than thought. We develop
attitudes form the way we see or observe things. The three
components which help formation of attitude:
1.Affective Component: indicates the different human’s
emotional side as the feelings of love and joy or hate. The
feelings toward any subject or object or reaction related with
emotion represents the affective component of attitude.
2.Cognitive Component: formed by the combination of
human’s perception, opinion, knowledge and belief.
Basically, any human being evaluates any subject or event by
using intelligence or based on judgment. This evaluated
belief help human being to form positive or negative attitude
towards any subjects or objects.
3.Behavioral Component: any type of propensity/ tendency of
human being towards any subject or object are the
behavioral component of attitude. For an example,
friendship, aggressiveness, motivation, frustration.
□ Formation of Attitude
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9. 1.Unfreezing: the first step of attitude change is unfreezing. In
this step all the previous thinking are remove form the mind.
2.Change: In this step the change is bringing to the mind with the
help of cognitive restructuring. Helping the clients to see things,
feel things, and react to things differently based on a new point
of view.
3.Refreezing: the last step of attitude change is refreezing. Here
new information is providing to the mind.
□ Steps of Changing Attitude
□ Relation between Attitude and Production
Employee’s attitude determines his/her relation with the work, society and
community.
Positive attitude motivates the employee and helping to develop his morale.
But the negative attitude of an employee creates unwanted reaction and
opinion.
Some factors are related with the performance of activities and production:
● labor-management relation ● direction ● leadership ● motivation and job
satisfaction ● exchange of facts and opinion ● organizational structure for
production ● group attitude and counseling ● Job permanency ● status etc.
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