Attitude Organization behaviour

Attitude theory ( Organizational Behaviour)

1. ATTITUDE By Dipankar Dutta Assistant Prof, JBIT Group of Institutions

2. What is Attitude Attitude are evaluating statement – either favorable or unfavorable about objects, peoples or events. Basically it reflects how we feel about something's. Example- When I say “ I like my Job” it express attitude towards organization.

3. Definition of Attitude Attitude is the manner, disposition , feeling, and position about a person or thing, tendency, or orientation, especially in minds . Frank Freeman said, “An attitude is a dispositional readiness to respond to certain institutions, persons or objects in a consistent manner which has been learned and has become one’s typical mode of response” Anastasi defined, “A tendency to react favorably or unfavorably towards a designated class stimuli, such as national or racial group, a custom or institution”

4. According to N.L Munn , “Attitude are learned predisposition towards aspects of our environment. They may be positively or negatively directed towards certain people , service or institution”

5. Does Attitude , Values and Beliefs are same? BRAIN STROMING QUESTION

6. BELIEF AND KNOWLEDGE FEELINGS PREDISPOSITION TO ACT

7. COGNITIVE COMPONENTS Cognitive components of attitude is associated with the value statement. It consist of values, belief , ideas and other information that a person have faith on it . Example- Quality of sincere hard is a faith or value statement that a manager may have. AFFECTIVE COMPONENTS Affective components of attitude is associated with individual feeling about another person. Which may be +ve, -ve or Neutral Ex- I don’t like Raju because he is not honest, or I like Raju because he is sincere. It is an expression of feelings about a person, object or a situation.

8. BEHAVIOURAL COMPONENTS Behavioural components of attitude is associated with the impact of various situation o condition that lead to person behaviour based on cognitive or affective components. Example- I don’t like Raju because he is not honest is an affective component, I therefore like to dissociate myself with him, is a behavioural component and therefore I would avoid Raju.

9. Attitude are predispositions: Attitude are predisposition of purpose, interest or opinion of the person to assess some objects in a favorable or an unfavorable manner. Attitude are different from values : values are the ideals, whereas attitude are narrow, they are our feelings. Attitude are evaluative statement : either favorable or unfavorable concerning the objects, people or events. Attitude influence human behaviour : A positive attitude towards a things will influence human behavior towards the thing favorable and vice – versa. Attitude have intensity: It refers to the strength of the effective component. Ex- we may dislike a person but the extent of our disliking would determine the intensity of our attitude towards the person. Attitude are learnt: attitude are not inborn phenomenon. It is learnt through social interaction and experience.

10. Does Attitude , Vales and Beliefs are same? BRAIN STROMING QUESTION

11. A belief is something that a person holds as being true and comes from experience, culture and background or experience. A value is a long lasting belief about what is important. Life choices are often based on values An attitude is how you view other people or circumstances base on your values and belief.

12. FUNCTIONS OF ATTITUDE

13. Attitude often help individuals to adjust to their work environment. Ex- Well treaded employees tend to develop a positive attitude towards their management or job. ADJUSTMENT FUNCTIONS EGO-DIFNSIVE FUNCTIONS Attitude help people to retain their self image and dignity. Ex- Older faculty might feel somewhat threatened by a young and new faculty members who is full of fresh ideas and enthusiasm.

14. VALUE EXPRESSED FUNCTIONS Attitude provide individuals with a basis for expressing their values. Ex- A manager who values honest and sincere work will be more vocal against an employee who is having a very casual approach towards work. KNOWLEDGE FUNCTIONS Attitude provide frames of reference or standard that allow individuals to understand and perceive the world around him. Ex- If a student is having a strong negative attitude towards the college. Whatever the college does, the student will be perceived as something bad as and actually against them.

15. Career success: Performance is a parameter to measure employees‘ success in the workplace. Performance leads to success either through promotion or increased compensation. A positive attitude of an employee will help him to think of ways to accomplish their task in a well-defined manner Productivity: An employee with a positive attitude tends to take more interest and responsibility and will provide better work, which in turn will improve productivity. Leadership: Managing a diverse workforce is a crucial task for achieving the objective of an organization. Positive attitude demonstrated by leaders or employee will result in proper communication between the subordinate which will lead to efficient work . Teamwork : A positive attitude of employees helps to appreciate each other‘s competencies and work as a team for achieving common objectives.

16. Decision making: An employee with a positive attitude and mindset will help employees to make better decisions, in an objective manner. It will enable employees to choose wisely and logically and avoid them to take an unambiguous decision. Motivation: Motivation is an important factor for efficient work. An employee with a positive attitude will always be mentally prepared to face any obstacle in a job. The moment they are successful in overcoming obstacles, they are motivated to move forward . Interpersonal relations: Customers prefer to make relation with someone who is positive in nature. A positive attitude helps in establishing valuable customer loyalty. Stress management: Positive attitude and thinking will reduce the stress of an employee and with reduced stress employee can take a better decision and increase their productivity which results, employees, to enjoy better health and take fewer sick leaves .

17. Balance Theory is concerned with consistency in the judgment of people and or issues that are linked by some form of relationship .. There are three elements: Person Other person Impersonal entity BALANCE ATTITUDE

18. There are two types of relationship to connect these three types of elements The linking relations or sentiments The unit relation Both linking and unit relations are positive or negative towards any object or person or stimuli etc. or these three types of elements. PERSON OTHER PERSON ENTITY

19. Balanced theory is concerned with consistency in the judgment of people that are linked by some relationships. Ex- Raj has a attitude that India car are not good only imported car are good. But his father gifted him a Indian car. In this situation is it a balance situation or not? +ve +ve +ve +ve - ve - ve - ve - ve - ve - ve +ve +ve BALANCED STATE UNBALANCED STATE

20. Congruity theory is similar to balance theory. The focus of the theory is on changes in evolution of a source and a concept that are linked by an associative or dissociative assertion. Congruity exists when a source and concept positively associated have exactly the same evaluation, and when a source and concept that are negatively associated have exactly the opposite evaluation attached to him. CONGURITY ATTITUDE PERSUSSIVE COMMUNICATION ( Attitude formation theory) People prefer Harmony and Consistency It focus on ASSOCIATIVE & DISSOCIATIVE

21. The theory is also called  structural  because it is concerned with what happens within the individual when an attitude changes. It is concerned with the consistency between a person’s overall attitude towards an object or issue and its his beliefs about the relationship. Cognitive structure means end relationship between the object or issue and the achievement of desired undesired values of goals. Affective Cognitive Consistency Theory

22. Cognitive dissonance Cognitive dissonance was first investigated by Leon Festinger . Cognitive dissonance refers to a situation involving conflicting attitudes, belief or behaviour. In simple terms it is “inconsistency” Examples- Someone who smoke knows that smoking is injurious to health. This produces a feelings of mental discomfort.

23. What causes Cognitive dissonance Forced cognitive behaviour When you don’t want to do something but due to some pressure you are bound to do something against your beliefs Decision making ( choice between A & B) When we have to make a choices between two alternatives which are equally good then we always face dissonance. Effort When we put a lot of effort into something later on you realize its not worth for you

24. How can we resolve? Change one of those thought. Ex- smoking is not bad Change the behaviour. Ex- one can stop smoking Adding new thought. Ex- Smoking is bad but I do regular exercise and do lot of thing which are good for my health. Ignore one of those thought. Ex- I don’t care ( live life toady who has seen the future!!)

25. Post purchase dissonance A customer reaction after he was involved in the process of purchasing some high involvement item, usually a very expensive one creates doubt and anxiety in the mind of customer, especially when degree of commitment is high. This dissonance often leads to consumption guilt- which is a negative emotion or feelings aroused by usages of expensive products.

26. Post consumption guilt exploited

27. Job satisfaction A collection of positive and/or negative feelings that an individual holds toward his or her job. A person will hold a positive attitude if had a high level of satisfaction, while dissatisfied people will generally display a negative attitude towards life. When we talk about attitude, we generally speak about job satisfaction because they are inter-related in organizational behaviour.

28. Job involvement Job involvement   refers to the degree to which a person identifies himself (psychologically) with his job, actively participates and considers his perceived performance level important to self-worth. (Robbins ) Higher job satisfaction leads to low absenteeism & employee turnover and indicates that the individual cares for his job.

29. Organizational commitment Organizational commitment refers to a degree to which an employee identifies himself with the organizational goals and wishes to maintain membership in the organization . Resigning from the job or absenting versus job satisfaction is a predictor of organizational commitment. Organizational commitment depends upon the degree of autonomy & freedom job and job enrichment factor.