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Attitudes are also known as “frames of reference“. They provide the background against which facts and events are viewed. Table of Contents 1 What is Attitude? 2 Attitude Definition 3 Attitude Meaning 4 Components of Attitude 4.1 Cognitive component 4.2 Affective component 4.3 Behavioral component 5 Characteristics of Attitude 5.1 Attitude are predispositions 5.2 Attitude are different from values 5.3 Attitude are evaluative statement 5.4 Attitude influence human behavior 5.5 Attitude have intensity 5.6 Attitude are learnt 6 Functions of Attitude 6.1 Adjustment Function 6.2 Ego-Defensive Function 6.3 Value-Expressive Function 6.4 Knowledge Function 7 Types of Attitude 7.1 Job satisfaction 7.2 Job involvement 7.3 Organizational commitment 8 Attitude Formation 8.1 Experiences 8.2 Perceptual biases 8.3 Observation of other person attitude 8.4 Association 8.5 Personality 9 Consumer Attitude Formation 10 Importance of Attitude 10.1 Career success 10.2 Productivity 10.3 Leadership 10.4 Teamwork 10.5 Decision making 10.6 Motivation 10.7 Interpersonal relations 10.8 Stress management 11 Theories of Attitude 11.1 Balance Theory 11.2 Congruity Theory 11.3 Affective Cognitive Consistency Theory 11.4 Cognitive Dissonance Theory what is attitude 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. 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. Attitude as an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of the individual’s world. Attitude is a tendency or predisposition to evaluate an object or symbol of that object in a certain way. Attitude Meaning In simple words, an “attitude” is an individual’s way of looking or an individual’s point of view at something. Advertisement 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. Also Read: What is Organizational Behavior? | Organizational Behavior Definition 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. Positive brand associations enhance brand equity and are achieved through a number of positioning strategies. Through brand associations, marketers establish and influence favorable beliefs about a brand and unfavorable beliefs about competitors. Example: Quality of sincere hard is a faith or value statement that a manager may have. 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. Three research models describe the determinants of affective response. Functional theory of attitude explains that consumers buy as a result of one of four psychological functions: adjustment, ego defense, value expression, and application of prior knowledge. Fishbein model relates consumer beliefs and evaluations to affective response: if beliefs are strong and desirable, affective responses are positive. Belief importance model analyses affective responses across competing brands. Example: I don’t like Sam because he is not honest, or I like Sam because he is sincere. It is an expression of feelings about a person, object or a situation. 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. Two research models demonstrate the relationship between intention to purchase and actual purchase and consumption. The theories of reasoned action explain purchasing behavior as a direct result of intention, influenced by attitude toward purchase and by subjective norms. The theory of trying to consume explains actual consumption behavior of purchasers. It provides insight into the establishment and maintenance of long-term relationship with consumers. Example: I don’t like Sam because he is not honest is an affective component, I, therefore, would like to disassociate myself with him, is a behavioural component and therefore I would avoid Sam. Cognitive and affective components are bases for such behaviour. Former two components cannot be seen, only the behaviour component can be seen. Former is important because it is a base for the formation of attitude. Also Read: Vroom’s Expectancy Theory of Motivation 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 environment. Consumers 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. Example: Well-treated employees tend to develop a positive attitude towards their management or job. 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. Example: Older faculty might feel somewhat threatened by a young and new faculty member who is full of fresh ideas and enthusiasm 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. Example, 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 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. Example, If a student has a strong negative attitude towards the college, whatever the college does, the student will be perceived as something ‘bad’ and as actually against them. Also Read: What is Motivation? | Types of Motivation 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. 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. 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. 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

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