SUBMITTED TO:
Ms. Akanksha Verma
(Assistant Professor)
SUBMITTED BY:
SHASHIKANT
THAKUR
([Link])
A8121520007
TOPIC:
Attitude
ACKNOWLEDEMENT
I would like to acknowledge and give my warmest
thanks to my supervisor MS. Akanksha Verma
Ma’am who made this work possible. Her
guidance and advice carried me through all the
stages of writing my project. I would also like to
thank my committee members for letting my
defence be an enjoyable moment, and for your
brilliant comments and suggestions, thanks to
you.
I would also like to give special thanks to my
Friend and my family as a whole for their
continuous support and understanding when
undertaking my research and writing my project.
Your prayer for me was what sustained me this
far.
Finally, I would like to thank God, for letting me
through all the difficulties. I have experienced
your guidance day by day. You are the one who
let me finish my degree. I will keep on trusting you
for my future.
What is Attitude?
Attitude is defined as a more or less stable set of predispositions of
opinion, interest or purpose involving expectancy of a certain kind of
experience and readiness with an appropriate response.
Attitudes are also known as “frames of reference“. They provide the
background against which facts and events are viewed.
An attitude describes persons’ enduring favorable or unfavorable
cognitive evaluations, feelings, and action tendencies toward some
object or idea. People have attitudes regarding almost everything
such as religion, politics, cloth, music, food.
A person’s attitudes settle into a coherent pattern and to change one
may require difficult adjustment in many others. Thus, a company
would be well advised to fit its product into existing attitudes rather
than to try changing people’s attitude.
Attitude can be defined as learnt predispositions to respond to an
object or class of objects in a consistently favorable or unfavourable
way.
Attitude Definition
Attitudes are evaluation statements either favourable or
unfavourable or unfavourable concerning objects, people or events.
They reflect how one feels about something.
Robbins
Attitude is a mental and neutral state of readiness organized through
experience, exerting a directive or dynamic influence upon
individual’s response to all objects and situations with which it is
related.
G.W. Allport
Attitude Meaning
In simple words, an “attitude” is an individual’s way of looking or an
individual’s point of view at something.
To be more specific, an “attitude” may be defined as the mental
state of an individual, which prepares him to react or make him
behave in a particular pre-determined way. It is actually an acquired
feeling.
Attitude is the mixture of beliefs and feelings that people have about
situations, specific ideas or other people.
Components of Attitude
1. Cognitive component
2. Affective component
3. Behavioral component
Cognitive component
Beliefs are the cognitive components of consumer attitude. Cognitive
component of attitude is associated with the value statement. It
consists of values, belief, ideas and other information that a person
may have faith in.
Affective component
Affective is the emotive component of consumer attitude. Affective
component of attitude is associated with individual feelings about
another person, which may be positive, neutral or negative.
Behavioral component
Intention is the behavioral component of consumer attitude.
Behavioral component of attitude is associated with the impact of
various condition or situations that lead to person behavior based
on cognitive and affective components.
Characteristics of Attitude
Characteristics of attitude are discussed below:
1. Attitude are predispositions
2. Attitude are different from values
3. Attitude are evaluative statement
4. Attitude influence human behavior
5. Attitude have intensity
6. Attitude are learnt
Attitude are predispositions
Attitude are predispositions of purpose, interest or opinion of the
person to assess some objects in a favourable or an unfavourable
manner.
Attitude are different from values
Attitude are different from values: Values are the ideals, whereas
attitudes are narrow, they are our feelings.
Attitude are evaluative statement
Attitude are evaluative statements: either favourable or
unfavourable concerning the objects, people or events.
Attitude influence human behavior
A positive attitude towards a thing will influence human behavior
towards the thing favorably and vice-versa.
Attitude have intensity
It refers to the strength of the effective component. For example, we
may dislike an individual but the extent of our disliking would
determine the intensity of our attitude towards the person.
Attitude are learnt
Attitude is not inborn phenomenon. Attitude are learnt through
social interaction and experience.
Functions of Attitude
Four important functions of attitude which are crucial in
organizational behavior viewpoint are:
1. Adjustment Function
2. Ego-Defensive Function
3. Value-Expressive Function
4. Knowledge Function
Adjustment Function
Attitudes often help individuals to adjust to their work
[Link] hold certain brand attitudes partly because
of the brand utility. If a product has helped us in the past even in a
small way, our attitude towards it tends to be favorable. One way of
changing attitude in favor of a product is by showing people that it
can solve utilitarian goals. They may not have considered some
advertisement which stresses the utilitarian benefits of a product.
Ego-Defensive Function
Consumers want to protect their self concept from inner feelings of
doubt. Cosmetic and personal hygiene products, by acknowledging
this need, increase their relevance to the consumer and have the
possibility of a favorable attitude by offering reassurance to the
consumers self concept.
Value-Expressive Function
Attitudes are one expression of general values, lifestyles, and
outlook. If a consumer segment generally holds a positive attitude
towards being in a fashion segment, consumer may treat high
fashion clothing and accessories as symbols of that lifestyle.
Knowledge Function
Attitudes provide frames of reference or standard that allow
individuals to understand and perceive the world around him.
Individuals have a strong need to know and understand the people
and things with whom they come in contact, especially if they think
they might influence their behavior.
Types of Attitude
There are broadly three types of attitude in term of organisational
behavior
1. Job satisfaction
2. Job involvement
3. Organizational commitment
Job satisfaction
A collection of positive and/or negative feelings that an individual
holds toward his or her job.
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)
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.
Attitude Formation
The question often arises, ‘how are the attitudes and subsequent
behaviors formed?’ While attitudes are basically learned over the
years, some inherited characteristics do affect such attitudes
Some of the learned characteristics responsible for attitude
formation are:
1. Experiences
2. Perceptual biases
3. Observation of other person attitude
4. Association
5. Personality
Consumer Attitude Formation
Attitudes are learned though there are different approaches on how
learning works as is acquired by individuals. Following factors lead to
consumer attitude formation:
1. Economic Factors
2. Family Factors
3. Social Factors
4. Political Factors
5. Psychological Factors
6. Personality Factors
7. Reference Group Factors
Importance of Attitude
An expert knows that a positive attitude is necessary for successful
completion of a project or an assigned task. Having a positive
attitude with positive thinking in the organization will reflect on what
employee do and make them a more productive employee.
Importance of attitude in organisational behavior
Employees with a positive attitude will create a healthy atmosphere
in the organization, develop positive relations with sub-ordinates,
their supervisors, managers and top management. A positive attitude
has significant benefits for an individual in many aspects.
Following are the aspects related to the importance of attitude:
1. Career success
2. Productivity
3. Leadership
4. Teamwork
5. Decision making
6. Motivation
7. Interpersonal relations
8. Stress management
thankyou
