Attitude Ppt
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Transcript of Attitude Ppt
![Page 1: Attitude Ppt](https://reader033.fdocuments.net/reader033/viewer/2022061119/546afef4b4af9f932c8b4983/html5/thumbnails/1.jpg)
ATTITUDES determine
ALTITUDES
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VALUES, ATTITUDES & JOB SATISFACTION
• When you prevent me from doing anything I want to do, that is persecution;
• but when I prevent you from doing anything you want to do, that is law, order and morals.
• -- G. B. Shaw
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ATTITUDE DEFINITION
• Attitude is a learned predisposition….
• Which shows a person’s tendency to respond to an..
• Object in a ….
• Consistently..
• Favourable or unfavourable manner….
• Within a given situation.
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KEY POINTS
• Attitude is not neutral
• Attitudes are stable & evolving
• Attitude can be inferred from behaviour or statements
• Behaviour can be inferred from attitude but the relationship is not always reliable.
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WHERE DO ATTITUDES COME FROM?
• Information about an object
• Direct experience with an object
• Indirect experience with an object• Observe others interacting with an object• Mass media
• Factual information
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WHERE DO ATTITUDES COME FROM?
• Affective reactions to an object
• How does an object make us feel?• Nervous?• Happy?• Calm?• Afraid?
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WHERE DO ATTITUDES COME FROM?
• Learned responses
• Classical conditioning
• Operant conditioning
• Modeling• we may imitate the positive or negative responses to an object that we observe others exhibiting
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WHERE DO ATTITUDES COME FROM?
• Observing our own behaviours
•Just as we often infer other people’s attitudes from their behaviour, sometimes we look to our ownbehaviour to infer our evaluation of an object
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WHERE DO ATTITUDES COME FROM?
• Genetics?
•Some of our attitudes are influenced (at least indirectly) by our genetic make-up
•Inherited sensory structures - attitude towards spicy foods or loud music
• Inherited body chemistry - attitude towards stimulants like caffeine, nicotine..
• Genetic differences in activity level might influence our attitudes toward various leisure activities
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Summing up….
• Where do attitudes come from?
• Information about an object• Affective reactions to an object• Learned responses to an object• Our own behaviour towards an object• Maybe our own genetic make-up
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What is an Attitude?
• Goldstein..”an evaluation of other people, objects, and issues.”
• Attitudes conceptualised to involve 3 components:
• Cognitive aspect (what you think about the object, person, issue);
• Affective aspect (how you feel about the object, person, issue);
• Behavioural aspect (how you act or react to the object, person, issue);
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COMPONENT CHARACTERISTICS EXAMPLES
Affect Emotional Reactions
“I like….”, “…..makes me angry”
Cognition Internalized mental representations, beliefs, thoughts
"My co-workers should ..."; -or- "If .... then ...."
Behaviour The tendency to respond or overtly act in a particular way toward the attitude object
"I always do ...."; -or- ".... makes me angry"
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Relationships between components
• Generally consistent
• Sometimes inconsistent; ambivalent attitude towards object
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Do attitudes predict behaviour?
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Early theorists assumed they did:
• “The attitude is the most distinctive and importantconcept in contemporary American social psychology.”
•Gordon Allport (1954)
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The Evidence:
• Attitudes have been shown to predict behaviour towards things as diverse as:
• Littering• Voting• Snakes• Religious activities• Use of contraception
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However….
• As early as 1930’s, inconsistent evidence began to emerge:
• In many studies, attitudes were found to be weakly or not at all associated with behaviours
• Attitudes towards minority groups often failed to predict behaviour toward a specific member of that group
• Attitudes towards cheating were often unrelated to actual cheating behaviour
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CRISIS??
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The Resolution….
• Measurement
• Level of specificity• very general attitudes cannot be expected to predictvery specific behaviours
• level of specificity of the attitude and the behaviour must match
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3 determinants of the attitude - behaviour relation:
• Individual differrences
• for some people, attitudes are highly predictive ofbehaviour; for other people, attitudes are less predictiveof behaviour
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3 determinants of the attitude - behaviour relation:..
• Situational factors:
• in some situations, attitudes are highly predictive ofbehaviour, but in other situations, attitudes are not atall predictive of behaviour
• situational constraints or demands can overpowerattitudes, and often powerfully shape behaviour
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3 determinants of the attitude - behaviour relation:..
• Features of the attitude
• some attitudes are highly predictive of behaviour, and others are not predictive of behaviour at all
• “strong” versus “weak” attitudes• based on a lot of information• based on a lot of prior thought• personally important• highly certain
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Summing up….
The relation between attitudes and behaviour depends on:
• The level of specificity with which we have measuredboth the attitude and the behaviour
• Individual differences
• Situational constraints or demands
• The strength of the attitude
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How do attitudes change??
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Elaboration Likelihood Model(ELM)
.. A Theory that discusses ways to persuade people.
• Two paths that can be taken:• central route• peripheral route
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The two routes
• Central Route– careful scrutiny of
a persuasive message
– generation of positive or negative cognitive responses
• Peripheral route– no careful scrutiny of
persuasive message
– look for “cues” in the persuasion context
• source expertise• number of arguments
presented
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The two routes• Central Route
– on the basis of positive or negative thoughts generated, attitude change may occur
• Central Route processing– requires ability– requires motivation– can lead to long-lasting
attitude change
• Peripheral route– on the basis of the cues,
attitude change may occur
• Peripheral Route processing– requires very little
ability– very little motivation– temporary attitude shifts
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When will each route be effective?
• Central route
• when people have ability to process a message
• when people are motivated to process a message
• when arguments presented are strong and compelling
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When will each route be effective?
• Peripheral route
• when people don’t have ability to process a message •aren’t motivated to process a message •when there are salient cues in the persuasion context
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People using the central route scrutinise the ideas,try to figure out if they have true merit, and mull over theirimplications.
It is an attempt to process the new information rationally.
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The peripheral route offers a shorthand way to acceptor reject a message ‘without any active thinking aboutthe attributes of the issue or the object of consideration’.
Instead of doing extensive cognitive work, recipients relyon a variety of cues that allow them to make quick decisions.
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Relevance to OB
• Our interest: job - related attitudes
• Job satisfaction• Job involvement• Organisational commitment
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Job Satisfaction
• ..refers to an individual’s general attitude towards hisor her job
• high level of job satisfaction Positive attitudes towards job
• job dissatisfaction negative attitudes towards job
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Job Involvement
.. The degree to which a person identifies with his or her job,
actively participates in it, and considers his or her performance important to self-worth.
Predictor of:• absenteeism• resignation/ attrition
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Organisational Commitment
..the degree to which an employee identifies with a particular
organisation and its goals, and wishes to maintain membership
in the organisation.
High job involvement: Identifying with one’s specific job
High organisational commitment: Identifying with one’s organisation.
Negative correlation with • absenteeism• turnover
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Types of AttitudesTypes of Attitudes
• Job satisfaction
• Job involvement
• Organizational
commitment
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ProductivityProductivityProductivityProductivity
AbsenteeismAbsenteeismAbsenteeismAbsenteeism
TurnoverTurnoverTurnoverTurnover
JobJob
SatisfactionSatisfaction
and Employeeand Employee
PerformancePerformance
JobJob
SatisfactionSatisfaction
and Employeeand Employee
PerformancePerformance
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Responses to Job DissatisfactionResponses to Job Dissatisfaction
Destructive
Active
Passive
Constructive
Exit Voice
Neglect Loyalty