1. ORGANIZATIONAL BEHAVIOR
Attitude and Value
Prof. Shrinivas
Prof. SVK

2. Meaning Of AttitudeMeaning Of 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

3. AttitudeAttitudeAttitudeAttitude
AttitudeAttitude is defined as “a learnedis defined as “a learned
predisposition to respond in apredisposition to respond in a
consistently favorable or unfavorableconsistently favorable or unfavorable
manner with respect to a givenmanner with respect to a given
object.” That is, attitudes affectobject.” That is, attitudes affect
behavior at a different level than dobehavior at a different level than do
values…values…
Prof. SVK

4. Features of AttitudeFeatures of 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

5. Nature of AttitudeNature of 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

6. Attitude ComponentsAttitude ComponentsAttitude ComponentsAttitude Components
Affective Behavior
Cognitive
Prof. SVK

7. Attitude ComponentsAttitude ComponentsAttitude ComponentsAttitude Components
Affective ComponentAffective Component
The emotional or feeling segment of an attitude.The emotional or feeling segment of an attitude.
Cognitive componentCognitive component
The opinion or belief segment of an attitude based onThe opinion or belief segment of an attitude based on
the knowledge or information.the knowledge or information.
Behavioral ComponentBehavioral Component
An intention to behave in a certain way toward someone orAn intention to behave in a certain way toward someone or
something.something.
Prof. SVK

8. ABC Model of AttitudeABC Model of 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

9. The Theory of Cognitive DissonanceThe Theory of Cognitive Dissonance
Desire to reduce dissonance
• Importance of elements creating dissonance
• Degree of individual influence over elements
• Rewards involved in dissonance
Desire to reduce dissonance
• Importance of elements creating dissonance
• Degree of individual influence over elements
• Rewards involved in dissonance
Prof. SVK

10. DefinitionDefinition
 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

11. Festinger's (1957)Festinger's (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

12.  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

13.  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

14. Functions Of AttitudeFunctions Of Attitude
Attitude
Ego
Defensive
Adjustment
Knowledge Value
expression
Prof. SVK

15. Functions Of AttitudeFunctions Of 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

16. Formation Of AttitudeFormation Of Attitude
Mass
Communication
Classical
Conditioning
Vicarious
Learning
Neighbourhood
Experience with
Object
Family and
Peer Groups
Attitude Operant
Conditioning
Economic
Status
Prof. SVK

17. Formation Of AttitudeFormation Of 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

18. 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

19. Work -Related AttitudesWork -Related Attitudes
Prof. SVK

20. Job SatisfactionJob 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

21. The Effect of Job Satisfaction on Employee
Performance
The Effect of Job Satisfaction on Employee
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

22. Responses to Job DissatisfactionResponses to Job Dissatisfaction
E X H I B I T 3-6
Prof. SVK

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

24. Job Satisfaction and OCBJob Satisfaction and 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

25. Methods To Bring Attitude ChangeMethods To Bring Attitude Change
 Providing Information
 Use of Fear
 Resolving Discrepancies
 Influence of Friends and Peers
 Communication
 Society
Prof. SVK

26. Barriers To Attitude ChangeBarriers To Attitude Change
 Prior and strong commitment
 Low credibility
 Insufficient information
 Degree of fear
Prof. SVK

27. Ways To Overcome The BarriersWays To Overcome The Barriers
 Providing new information
 Use of fear
 Resolving discrepancies
 Influence of friends and peers
 The co-opting approach
Prof. SVK

28. WHAT IS VALUES??WHAT IS 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

29. Common personal valuesCommon personal values
 Adventure
 Commitment
 Discipline
 Equality
 Fun
 Gratitude
 Hard work
 Integrity
 Openness
 Perfection
 Progress
 Responsibility
 Service
 Speed
 Success
 Tolerance
 Truth
 Trust
Prof. SVK

30. VALUES VS FACTSVALUES VS FACTS
VALUES FACTS
Values are things we feel “should”,
“ought”, or “are supposed to”
influence our lives.
Facts simply state what actually are.
It is easy to confuse values with
facts.
VALUE: The best time to buy
clothing is when the price is
discounted.
FACT: The most economical time to
buy clothing is when the seasons
change and the price is reduced.
A value is a statement of one’s
personal beliefs
FACT: A fact is established by
observation and measurement.
Prof. SVK

31. “IF YOU STAND FOR NOTHING,
YOU FALL FOR ANYTHING”
“IT’S NOT DOING THINGS RIGHT,
BUT DOING THE RIGHT THINGS”
Prof. SVK

32. Prof. SVK

33. Prof. SVK

34. Thank you