Class 2 Attitude and Value new_19.5.25.pptx
- 1. Attitude refers to a learned disposition that influences behavior, encompassing a person's feelings, beliefs, and actions towards a specific object, person, or event
- 2. In psychology, an attitude refers to a set of emotions, beliefs, and behaviors toward a particular object, person, thing, or event. Attitude can also be described as the way we evaluate something or someone. For example, we tend to respond positively or negatively about certain subjects.
- 3. What drives our behavior? When we choose a candy bar at the grocery store or decide for whom to vote in an election, what determines the choices that we make? Which films to be watched ? behaviour to poor/rich farmers ? Outlook towards the farmers belong to certain religion ? Attitudes, is the mental representa- tions of what we like and dislike in our world, it helps to explain these choices
- 4. Attitude is a persistency tendency to feel and behave in a favourable and unfavourable way towards person, objects and ideas ( singing/playing/ specific hero/leader etc), like or dislike Robbins: Attitude are evaluating statements either favourable and unfavourable concerning objects, people or events. They reflects how one feel about something
- 5. Passion for a sport, dislike for a certain actor, and negativity toward life, in general, are each an example of an attitude. Attitudes structure can be described in terms of three components. The affective component involves a person's feelings - emotions about the attitude object. Behavioral components are the way the attitude we have influenced how we act or behave. Cognitive Component: Knowledge
- 6. The four basic types of attitudes and behaviors are : Positive, Negative, Neutral & Sikken. Positive Attitude: - This is one type of attitude in organizational behavior. Negative Attitude: - A negative attitude is something that every person should avoid. Neutral Attitude: - The neutral attitude represents a certain compromise or middle ground between the participant and objective attitudes. Sikken Attitude: - 1. Sikken is one of the most complicated types of attitudes. 2. It reflects a constant state of negativity and aggressiveness. 3. It's difficult to navigate this type of attitude since it's rooted in one's personality, and is very tough for people to change their viewpoint substantially.
- 7. Types of Attitude Positive Attitude : Explore good things in others Do not go after negativity Remain happy and cheerful They have tolerance Negative Attitude: Not inclined towards positive elements Focus on bad people and avoid good people Tend to blame others for their failure Extreme degree of anger and carry the sentiments of hatred for others
- 8. Types of Attitude Neutral Attitude : Are balanced in their approach Remain indifferent to problem and wait for others intervention for resolution Remain self satisfied
- 10. Feature of Attitude Attitudes affect behaviour Attitudes are acquired through learning over the period of time Attitudes are invisible , can be observed by observing behaviour Attitude are pervasive and every individual has some kind of attitude towards the objects.
- 11. Component of Attitude Tiger can eat human being I am scared of tiger I will scream and run away When I saw a tiger
- 15. Attitude Formation and Change Learned through own experience or interaction with others Learning attitude by association ( teacher/Speakers) Learning attitude by being rewarded or punished Learning attitude through modelling Learning attitude through group or cultural norms Learning attitude through exposure to information ( exposure to media)
- 16. Attitude Formation and Change Factors Affecting Family Friends/Peers Media Teachers/Coaches Past Experiences
- 17. Attitude Formation Balance Theory Developed by Fritz Heider, There are elements in the attitude formation The person Oher Person and Impersonal entity
- 18. Attitude Formation Cognitive Dissonance Theory Proposed by Leon Festinger A Person experiencing cognitive dissonance attempts at bringing consonance by changing his beliefs or attitude Example: smoking
- 19. PROCESS OF FORMATION OF ATTITUDE 1. Social Learning : It is acquiring attitudes from others. There are broadly three processes of acquiring attitudes through social learning: i. Classical Conditioning, ii. Instrumental Conditioning, and iii. Modeling. 2. Direct Experience :
- 20. PROCESS OF FORMATION OF ATTITUDE • Classical Conditioning It is a basic form of learning in which one stimulus regularly precedes another. It is learning based of association, that when first stimulus is present, the second would follow. Prejudices and preferences are created through classical conditioning. Classical Conditioning can play a role in the development of attitudes. • Instrumental Conditioning It is concerned with learning to express the “right” views. It is created through rewarding a desirable behaviour and discouraging an undesirable behaviour. Thus a particular type of attitude is created towards a particular type of action through Instrumental Conditioning. • Modeling Modeling as a concept, deals with individuals acquiring new behaviours through observing the actions of others. Individuals tend to do what others do, not what others say. Thus attitudes may be transmitted from one person to another, or from one group to another, or from one generation to another.
- 21. PROCESS OF FORMATION OF ATTITUDE 2. Direct Experience : • Attitudes are also formed through real life experience, which may be also called as direct experience or personal experience. • Various studies suggest that strength of the attitudes acquired through direct experience is stronger than the strength of attitudes acquired indirectly. Attitudes acquired through direct experience are held more confidently and are more difficult to be subjected to change. • If you hold strong attitude about an object, issue, or a person, and you want others to properly understand your stand, it is better to let others have direct experience with the attitude object.
- 22. Attitude Change Attitude change occurs anytime an attitude is modified Change occurs when a person goes from being positive to negative, from slightly positive to very positive, or from having no attitude to having one It Occurs when : Existing attitude no longer provide satisfaction Aspirations change It occurs when any of the components changes ( Cognitive, Affective or Behaviour)
- 23. Attitude Change Method of Attitude Change Persuasive communication theory o Persuading individual to change/altering their belief Communication of additional information Approval and disapproval of a particular attitude
- 24. Methods of Effecting Attitude Change Richard M. Steers has described the following methods: • Providing New Information: New information, especially coming from accurate sources, may alter belief structure, subsequently leading to expected attitude changes. • Fear Arousal and Reduction: Both can lead to change in attitude. However excessive arousal of fear may lead to rejection of message by the individuals. Studies suggest that fear reduction is more appropriate for changing attitudes than fear arousal. • Dissonance Arousal: Dissonance leads to inconsistencies among individual’s attitude or between his/her attitudes and overt behaviour. This creates unpleasant feeling which results in change in attitudes. • Position Discrepancy: The greater the discrepancy between the individual’s own position and the position advocated by others, the more the individual will move towards the position held by others. • Participation in Decision Making: Attitude change can be brought about by involving the individual in the process by which decisions are made.
- 25. Methods of Effecting Attitude Change Kelman has identified three processes that act as instruments of change in attitude. • Compliance: It is application of subtle pressure either through reward or punishment in order to change the behaviour, and expecting this change to be lasting. • Identification: It is identification with the person who is affecting the change and is acting as a change agent. • Internalisation: This means that the new attitude is integrated with the other attitudes and becomes a part of the person’s total personality. It is more permanent in nature. This change may occur due to desire to change that comes from within.
- 26. According to Katz, Attitudes serve four important functions for individuals: • Adjustment Function: People tend to develop favourable attitude towards rewarding and beneficial functions as well as relationship. Similarly people develop negative attitude towards such functions and relationships, which shall attract punitive actions. • Ego-defensive Function: Attitude can serve as devise for protecting self-image. • Value-expressive Function: Attitude supports expression of core values. • Knowledge Function: Attitude serves as standard or frame for understanding and interpreting people and events around them. Functions of Attitude
- 27. RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOUR Influence of attitude on behaviour is significant, provided that we choose to focus on specific, relatively narrow attitudes (well defined) rather than more general ones. Following are the factors, which determine degree of influence of attitudes on behaviour: • Attitude Specificity: Specific attitudes are much better predictors of behaviour than general ones. • Attitude Strength: Intense or strong attitudes are generally much better predictors of overt behaviour than weak ones. • Attitude Relevance: It means the extent to which attitude objects actually have an effect on the life of the person holding various attitudes. The stronger such effects, the stronger the link between attitudes and behaviour. • Attitude Accessibility: It is the ease with which specific attitudes can be brought into consciousness from memory. The greater such accessibility, the stronger the effect of various attitudes on behaviour. • Existence of Social Pressure: When social pressures hold exceptional power, individuals’ overt behaviour follows the pattern set by such pressures, though there may be discrepancies between attitudes and behaviour. • Direct Experience: Attitude may influence behaviour more strongly if an attitude refers to something with which the individual has direct personal experience.
- 28. VALUES : MEANING AND IMPORTANCE Values provide the basic foundation for understanding a person’s attitudes, perceptions and personality. Values contain judgmental element as to what is right, good, or desirable. Values have both content and intensity attributes. Content attribute describes- what is important; intensity attribute describes- how much is it important. Value system is a hierarchy based on a ranking of an individual’s values in terms of their intensity. All of us have a hierarchy of values that forms our value system. Everyone does not hold the same values. Edward Spranger defines the values as the constellation of likes, dislikes, viewpoints, shoulds, inner inclinations, rational and irrational judgements, prejudices, and association patterns that determine a person’s view of the world. M. Rokeach defines values, as a specific mode of conduct or end-state of existence, personally or socially preferable to an opposite or converse mode of conduct or end-state of existence.
- 29. TYPES OF VALUES G.W. Allport has identified six types of values. • Theoretical: high importance to discovery of truth through critical and rational approach. • Economic: Emphasis on useful and practical. • Aesthetic: Highest value on form and harmony. • Social: Highest value to the love of people. • Political: Emphasis on acquisition of power and influence. • Religious: Concerned with the unity of experience and understanding of the cosmos as a whole.
- 30. Jones and Gerard Positive and Negative. Anything for which the individual strives, or approaches, extols, embraces, voluntarily consumes, incurs expense to acquire is a positive value. Anything that the individual avoids, escapes from, deplores, rejects, or attacks is a negative value
- 31. M. Rokeach identified two sets of values. One set is called terminal values, which refers to desirable end states of existence. These are the goals that a person would like to achieve during his or her lifetime e.g. a sense of accomplishment, family security, self- respect, social recognition etc. The other set, called instrumental values, which refers to preferable modes of behaviour or means of achieving one’s terminal values.
- 32. Several studies suggest that values differ across culture. Various cultural factors influence values of a particular society; in turn they also influence perceptions, attitudes, motivation, behaviour, relationship patterns, leadership styles etc. of the people of the society.
- 33. DESIGNING VALUE BASED ORGANISATION Tannenbaum and Davis, given following valuable points : • Treat people with trust. • Be respectful to human being. • Treat people as dynamic entity. • Accept and utilise human differences. • Treat individual as a whole person. • Encourage appropriate expression of feelings. • Promote authentic behaviour. • Use authority and networking for benefit of organisation. • Encourage appropriate confrontation. • Encourage willingness to take calculated risks. • Set process which shall take care of effective accomplishment. • Emphasise collaboration.
- 34. Values provide the basic foundation for understanding a person’s attitudes, perception and personality. It contains judgmental element as to what is right, good, or desirable. There are six major types of values. They are : theoretical, economic, aesthetic, social, political and religious. Values differ across culture. Various cultural factors influence values of a particular society. Organisations should be so designed that they ensure : high productivity, high satisfaction of all stakeholders, and low negative factors such as absenteeism, employee turnover, etc. A value based organisation must be designed which promises sustainability and prosperity to its endeavours.