ORGANIZATIONAL BEHAVIOR

Attitude and Value

Prof. Shrinivas

Prof. SVK
Meaning
Meaning Of
Of Attitude
Attitude
Attitudes are evaluative statements indicating one’s feeling
either favourably or unfavourably towards
persons,objects,events or situations
Attitude is very complex cognitive process just like
personality of an individual.
 POSITIVE ATTITUDE :- Positive mental attitude is a
psychological term which describes a mental phenomenon
in which the central idea is that one can increase
achievement through optimistic thought processes.
 NEGATIVE ATTITUDE :-A negative attitude is
characterized by a great disdain for everything. Someone
who constantly points out the negative in everything.

Prof. SVK
 Attitude
Attitude

Attitude is defined as “a learned

predisposition to respond in a
consistently favorable or unfavorable
manner with respect to a given
object.” That is, attitudes affect
behavior at a different level than do
values…

Prof. SVK
Features
Features of
of Attitude
Attitude
 Attitude can be characterized in Different ways:

Changes with time & situation

Related to feelings & beliefs of people
Effects one’s behaviour positively or negatively
Affect perception
Learned through experiences
May be unconsciously held

Prof. SVK
Nature
Nature of
of Attitude
Attitude

ASPECTS OF VALENCE-the degree of favorableness or

unfavorableness toward the event
ASPECTS OF MULTIPLEXITY-number of element
constituting the attitude
RELATION TO NEED ASPECT-vary in relation to needs
they serve
CENTRALITY ASPECT-importance of attitude object to
someone

Prof. SVK
Attitude
Attitude Components
Components

Affective Behavior

Cognitive

Prof. SVK
Attitude
Attitude Components
Components
Cognitive component
The opinion or belief segment of an attitude based on
the knowledge or information.

Affective Component
The emotional or feeling segment of an attitude.

Behavioral Component
An intention to behave in a certain way toward someone or
something.

Prof. SVK
ABC
ABC Model
Model of
of Attitude
Attitude

ABC, the three letters stands for affect, behaviour &

cognition.

Emphasizes the inter relationship among knowing, feeling

& doing.

Relative importance of component depends upon level of

motivation.

Prof. SVK
The
The Theory
Theory of
of Cognitive
Cognitive Dissonance
Dissonance

Desire
Desireto
toreduce
reducedissonance
dissonance
• •Importance
Importanceofofelements
elementscreating
creatingdissonance
dissonance
• •Degree
Degreeof
ofindividual
individualinfluence
influenceover
overelements
elements
• •Rewards
Rewardsinvolved
involvedinindissonance
dissonance

Prof. SVK
 Definition
Definition
 Cognitive dissonance refers to a situation
involving conflicting attitudes, beliefs or
behaviors.
 This produces a feeling of discomfort leading to
an alteration in one of the attitudes, beliefs or
behaviors to reduce the discomfort and restore
balance etc.
 For example, when people smoke (behavior) and
they know that smoking causes cancer
(cognition).

Prof. SVK
 Festinger's
Festinger's (1957)
(1957)
 cognitive dissonance theory suggests that we have an
inner drive to hold all our attitudes and beliefs in harmony
and avoid disharmony (or dissonance).
 Attitudes may change because of factors within the person.
 An important factor here is the principle of cognitive
consistency, the focus of Festinger's (1957) theory of
cognitive dissonance.
 This theory starts from the idea that we seek consistency in
our beliefs and attitudes in any situation where two
cognitions are inconsistent.

Prof. SVK
 A cognition can be considered a belief.
 If you like to smoke then this can be considered a
cognition.
 For example if you like to smoke but you know
that smoking is harmful then that would result in
Cognitive dissonance.
 The Cognitive dissonance theory states that
when two cognitions become dissonant
Cognitive dissonance happens.

Prof. SVK
 Example 1: Knowing that smoking is harmful (First cognition)
while liking to smoke (second cognition). The Cognitive
dissonance theory's conditions were met because those
cognitions are dissonant

 Example 2: Believing that lying is bad (First cognition) and

being forced to lie (second cognition)

Prof. SVK
Functions
Functions Of
Of Attitude
Attitude

Adjustment Ego
Defensive

Attitude

Knowledge Value
expression
Prof. SVK
Functions
Functions Of
Of Attitude
Attitude
 The Adjustment Function : Attitudes often help
people to adjust to their work environment.
 Ego-Defensive Function : Attitudes help people to
retain their dignity and self- image.
 The Value-Expressive Function : Attitudes provide
individuals with a basis for expressing their values.
 The Knowledge Function : Attitudes provide
standards and frames of reference that allow people
to understand and perceive the world around him.

Prof. SVK
Formation
Formation Of
Of Attitude
Attitude

Mass Experience with Classical

Object
Communication Conditioning

Economic Attitude Operant

Status Conditioning

Vicarious
Neighbourhood Family and
Learning
Peer Groups

Prof. SVK
Formation
Formation Of
Of Attitude
Attitude

 Experience with Object : Attitude can develop from a

personally rewarding or punishing experience with a
object.
 Classical Conditioning :It involves involuntary
responses and is acquired through the pairing of two
stimuli.
 Operant Conditioning : It is based on the “Law of
Effect” and involves voluntary responses ,Behaviors.
 Vicarious Learning : Formation of attitude by
observing behaviour of others and consequences of
that behaviour.

Prof. SVK
Continued….
Continued….

 Family and Peer Groups : A person may learn

attitudes through imitation of parents.
– Neighbourhood : Involves being told what attitudes to
have by parents, schools, community organizations,
religious doctrine, friends, etc.
– Economic Status : Our Economical and occupational
positions also contribute to attitude formation.
 Mass Communication : Television, Radio, Newspaper
and magazine feed their audiences large quantities of
information.

Prof. SVK
Work
Work -Related
-Related Attitudes
Attitudes

Prof. SVK
Job
Job Satisfaction
Satisfaction
 Measuring Job Satisfaction
– Rating scale
– Interviews
– Surveys
 How Satisfied Are People in Their Jobs?
– Job satisfaction declined to 50.7% in 2010
– Decline attributed to:
• Pressures to increase productivity
• Less control over work

Prof. SVK
The
The Effect
Effect of
of Job
Job Satisfaction
Satisfaction on
on Employee
Employee
Performance
Performance
 Satisfaction and Productivity
– Satisfied workers aren’t necessarily more productive.
– Worker productivity is higher in organizations with
more satisfied workers.
 Satisfaction and Absenteeism
– Satisfied employees have fewer avoidable absences.
 Satisfaction and Turnover
– Satisfied employees are less likely to quit.
– Organizations take actions to cultivate high performers
and to weed out lower performers.

Prof. SVK
Responses
Responses to
to Job
Job Dissatisfaction
Dissatisfaction

EXHIBIT 3-6

Prof. SVK
How
How Employees
Employees Can
Can Express
Express Dissatisfaction
Dissatisfaction

Prof. SVK
Job
Job Satisfaction
Satisfaction and
and OCB
OCB
 Satisfaction and Organizational Citizenship Behavior
(OCB)
– Satisfied employees who feel fairly treated by and are
trusting of the organization are more willing to engage
in behaviors that go beyond the normal expectations of
their job.

Prof. SVK
Methods
Methods To
To Bring
Bring Attitude
Attitude Change
Change

 Providing Information

 Use of Fear

 Resolving Discrepancies

 Influence of Friends and Peers

 Communication

 Society

Prof. SVK
Barriers
Barriers To
To Attitude
Attitude Change
Change

 Prior and strong commitment

 Low credibility

 Insufficient information

 Degree of fear

Prof. SVK
Ways
Ways To
To Overcome
Overcome The
The Barriers
Barriers

 Providing new information

 Use of fear

 Resolving discrepancies

 Influence of friends and peers

 The co-opting approach

Prof. SVK
WHAT
WHAT IS
IS VALUES??
VALUES??

 Values are abstract ideals that act as anchors for our

ethical beliefs and conduct
 Values carry an individual’s concept of right and wrong.
 Principles that guide our lives. They are designed to lead
us to our ideal world.
 Values define what is of worth, what is beneficial and
what is harmful.
 Values are standards to guide our action, judgement and
attitudes.
 Values are relatively stable and deep stated

Prof. SVK
 Common
Common personal
personal values
values
 Adventure  Progress
 Commitment  Responsibility
 Discipline  Service
 Equality  Speed
 Fun  Success
 Gratitude  Tolerance
 Hard work  Truth
 Integrity  Trust
 Openness
 Perfection
Prof. SVK
 VALUES
VALUES VS
VS FACTS
FACTS
VALUES FACTS
Values are things we feel “should”, Facts simply state what actually are.
“ought”, or “are supposed to” It is easy to confuse values with
influence our lives. facts.

VALUE: The best time to buy FACT: The most economical time to
clothing is when the price is buy clothing is when the seasons
discounted. change and the price is reduced.

A value is a statement of one’s FACT: A fact is established by

personal beliefs observation and measurement.

Prof. SVK
“IF YOU STAND FOR NOTHING,
YOU FALL FOR ANYTHING”

“IT’S NOT DOING THINGS RIGHT,

BUT DOING THE RIGHT THINGS”

Prof. SVK
Prof. SVK
Prof. SVK
Thank you