What Is An Attitude

1. ATTITUDE & JOB
SATISFACTION

2. What is an Attitude?
Attitudes are evaluative statements – either
favorable or unfavorable.
 Attitudes are the feelings and beliefs a
person has towards a particular object, thing,
place, event or another person.
Is a tendency to react positively or negatively
in regard to an object.

3. Attitude
Values
Beliefs
IntentionsBehavior
Cognitive- Neha got
promotion
Affective – I dislike
supervisor
Psychomotor- Looking for
other opportunities
Negative
Attitude

4. Values
Basic convention that a specific mode of
conduct or end state of existence is
personally or socially preferable to an
opposite or converse mode of conduct or
an end state of existence.
Values are defined in literature as everything
from eternal ideas to behavioral actions.

5. Values as socially or culturally accepted
standards or rules of behavior
• Social versus individualistic orientations
• Certain values are universal and absolute

6. 4 important aspects of attitudes
Attitude are learned through experience
They predispose people to behave
(respond) in certain ways;
Attitudes and behavior conform to a
principle of consistency
The unfavorable and favorable manner of
behaving reflects the evaluative about
something

7. Attitudes are acquired from:
Admires, respects or
fears
Parents
Teachers
Authority figures
Peer group
• Group Affiliation
• Personal
Experience
• Socialization

8. Attitude in Organization
Good or bad meaning
Biases
Management

9. Cognitive Dissonance Theory
Any incompatibility between two or more
attitudes or between behavior and attitude.
Arises when our behavior is at odds with
our attitudes or self-concept

10. Dissonance Model
Two
inconsistent
cognitions
(e.g., an
attitude and
a counter-
attitudinal
behavior)
State of
dissonance
Motivation
to reduce
dissonance
Attitude
change
UNLESS
Justification
for counter-
attitudinal
behavior

11. Measurement of Attitudes
Thurstone Scale: 1:11
Favorable: Unfavorable
Linkert’s Scale:
Strongly Agree, Agree, Undecided, Disagree, Strongly disagree
Bogardus’s Social Distance Scale:
Statement on national, racial or ethnic group
Guttman’s Scale:
Degree of Dissatisfaction

13. Subjective
Norm
Attitude:
Act
Behavior
Intent
Behavior
Theory of Reasoned Action (Fishbein & Ajzen)
Attitudes and Behavior

14. Evaluation
Behavior
beliefs
Normative
beliefs
Motivation
to Comply
Subjective
Norm
Attitude:
Act
Behavior
Intent
Behavior
Theory of Reasoned Action (Fishbein & Ajzen)
Attitudes and Behavior

15. Evaluation
Behavior
beliefs
Normative
beliefs
Motivation
to Comply
Subjective
Norm
Attitude:
Act
Behavior
Intent
Behavior
Theory of Reasoned Action (Fishbein & Ajzen)
Constraints
Attitudes and Behavior

16. Opinion
Opinion is an expression of an evaluative
judgment or point of view regarding a
specific topic or subject.

17. What is Job Satisfaction?
Spector:
“the degree to which
people like their jobs”
“How people feel about
their jobs and different
aspects of their jobs”
Work
characteristics
Job
Satisfaction(s)

18. Factors Controllable by Management
Pay
Fringe benefits
Opportunity for advancement
Working Conditions
Co- workers
Responsibility
Supervision
Downward flow of Communication

19. Job Satisfaction
Personal factors
No. of Dependents
Age
Time of Job
Intelligence
Education
Personality exclusive of
intelligence
Inherent Job Factors
Type of work
Skills required
Occupational status
Geography
Size of the plant

20. Responses to Job Satisfaction
Destructive Constructiv
e
Exit Voice
Neglect
Active
Passive
Loyalty

21. Perceived
characteristics
Job
Satisfaction(s)
Objective
characteristics
Needs/
Values

22. Perceived
characteristics
Job
Satisfaction(s)
Objective
characteristics
Needs/
Values
Frame of
Reference

23. THANK YOU