Module - III

Attitude
1. What is meant by Attitude? / Define Attitude?

(2 marks)

The attitude is the evaluative statements or judgments concerning objects,

people, or events. An attitude can be defined as, a learned pre-disposition to
respond in a consistently favourable or unfavourable manner with respect to a
given object.Attitude can be characterized in three ways:
First, they tend to persist unless something is done to change them.
Second, attitudes can fall anywhere along a continuum from very
favorable to very unfavorable.
Third, attitudes are directed toward some object about which a person has
feelings( sometimes called affect) and beliefs.
2. What are the Components of Attitude?

(8 marks)

OR
What is meant by the ABC Model of Attitude?

(2/8 marks)

The three components of Attitude are:

i.
ii.
iii.

Informational or Cognitive component

Emotional or Affective component
Behavioral Component

Informational or Cognitive component - The cognitive component attitude is

derived from knowledge that an individual has about a situation. In other words
it refers to the beliefs, values and ideas a person has about the object.
Emotional or Affective component - The affective component of an attitude
reflects feelings and emotions that an individual has towards a situation. It
involves the positive, neutral or negative feeling about an object.
Behavioural Component - The behavioral component of an attitude reflects
how an individual expects to behave towards a situation.

Example: The different components of an attitude held towards a firm, which

supplies inferior products and irregularly could be described as follows:
They are the worst supply firm I have ever dealt with-Cognitive component
I dont like that company- Affective component
I will never do business with them again- Behavioural Component
Out of the three components of attitudes, only the behavioural component
can be directly observed. One cannot see the cognitive component and the
affective component; they can only be inferred. All the three components of
attitude mentioned above constitute the ABC Model of attitude wherein A
stands for Affective, B stands for Behavioural and C stands for Cognitive
component.

3. How attitudes are formed? How attitude helps you?

(8 marks)

Formation of Attitude :
Essentially attitudes are the outward manifestation of your inner values and
beliefs. These develop over time. As you grow you watch the significant people
around you behaving in a particular way; you are being told to cherish certain
things over others and you learn from your teachers and peers and come to
value certain things over other, thus forming your value system. These in turn
give rise to development of your attitudes.
Attitudes help predict work behaviour. The following example might help
to illustrate it. After introducing a particular policy, it is found from an
attitude survey, that the workers are not too happy about it. During the
subsequent week it is found that the attendance of the employees drops
sharply from the previous standard. Here management may conclude that
a negative attitude toward new work rules led to increased absenteeism.
Attitudes help people to adapt to their work environment. An
understanding of attitudes is also important because attitudes help the
employees to get adjusted to their work. If the management can
successfully develop a positive attitude among the employees, they will
be better adjusted to their work.

4. What are the functions of attitude?( 6 marks)

Functions of Attitude
According to Katz, attitudes serve four important functions from the viewpoint
of organizational behaviour. These are as follows.
The Adjustment Function. Attitudes often help people to adjust to
their work environment. Well-treated employees tend to develop a
positive attitude towards their job, management and the organization
in general while berated and ill treated organizational members
develop a negative attitude. In other words, attitudes help employees
adjust to their environment and form a basis for future behaviour.
Ego-Defensive Function. Attitudes help people to retain their dignity
and self- image. When a young faculty member who is full of fresh
ideas and enthusiasm, joins the organization, the older members might
feel somewhat threatened by him. But they tend to disapprove his
creative ideas as crazy and impractical and dismiss him altogether.
The Value-Expressive Function. Attitudes provide individuals with a
basis for expressing their values. For example, a manager who values
hard and sincere work will be more vocal against an employee who is
having a very casual approach towards work.
The Knowledge Function. Attitudes provide standards and frames of
reference that allow people to understand and perceive the world
around him. If one has a strong negative attitude towards the
management, whatever the management does, even employee welfare
programmes can be perceived as something bad and as actually
against them.
5. Can attitude be changed? If yes, how? ( 6 marks)
Changing Attitudes
Employees attitudes can be changed and sometimes it is in the best interests of
managements to try to do so. For example, if employees believe that their
employer does not look after their welfare, the management should try to
change their attitude and help develop a more positive attitude in them.
However, the process of changing the attitude is not always easy. There are
some barriers which have to be overcome if one strives to change somebodys
attitude. There are two major categories of barriers that come in the way of
changing attitudes:

1. Prior commitment when people feel a commitment towards a particular

course of action that has already been agreed upon and thus it becomes
difficult for them to change or accept the new ways of functioning.
2. Insufficient information also acts as a major barrier to change attitudes.
Sometimes people simply see any reason to change their attitude due to
unavailability of adequate information.
Some of the possible ways of changing attitudes are described below.
Providing New Information. Sometimes a dramatic change in
attitude is possible only by providing relevant and adequate
information to the person concerned. Scanty and incomplete
information can be a major reason for brewing negative feeling
and attitudes.
Use of Fear. Attitudes can be changed through the use of fear.
People might resort to change their work habit for the fear of fear
of unpleasant consequences. However, the degree of the arousal of
fear will have to be taken into consideration as well.
Resolving Discrepancies. Whenever people face a dilemma or
conflicting situation they feel confused in choosing a particular
course of action. Like in the case where one is to choose from
between two alternative courses of action, it is often become
difficult for him to decide which is right for him. Even when he
chooses one over the other, he might still feel confused. If
someone helps him in pointing out the positive points in favour of
the chosen course of action, he person might resolve the his
dilemma.
Influence of friends and peers. A very effective way of changing
ones attitude is through his friends and colleagues. Their opinion
and recommendation for something often proves to be more
important. If for example, they are all praise for a particular policy
introduced in the work place, chances are high that an individual
will slowly accept that even when he had initial reservations for
that.
Co-opting. If you want to change the attitude of somebody who
belongs to a different group, it is often becomes very effective if
you can include him in your own group. Like in the case of the
union leader who are all the time vehemently against any

management decision, can be the person who takes active

initiative in implementing a new policy when he had participated
in that decision making process himself.

6. What are the important Attitudes related to organisation?( 10 marks) or

What are the various types of Attitudes?
Work related Attitudes
Job satisfaction, organizational commitment and organizational loyalty are some
of the important attitudes related to work organizational set up. These are
described in details bellow. People in an organisation form attitude about many
things such a salary, promotion, superiors, Fringe benefits, canteen, and uniform
etc. Especially some important attitudes are
a. Job satisfaction
b. Organisational Commitment
c. Organisational Involvement.
Job satisfaction:
It is an attitude which reflects to the extent to which an individual is gratified or
fulfilled by his work. Research indicates that personal factors such as an
individuals needs and aspirations determine his attitude along with the group
and organisational factors such as relationships with co-workers, superiors,
working conditions, work policies and compensation.
A satisfied employee also tends to be less absent to work, makes positive
contributions and stays with the organisation. In contrast a dis satisfied
employee may be absent more often, may experience stress and disrupt coworkers and may keep continually looking for another job.
Organisational factors that influence an employee satisfaction includes
pay,promotion,policies and procedures of the orgabisation and working
condition.Group factors such as relationship with co- workers and supervisors
also influence job satisfaction.

Organisational Commitment and Organisational Involvement.

Organisational Commitment is the individuals feeling of identification with and
attachment to an organisation. Involvement refers to a persons willingness to be
a team member and work beyond the usual standards of the job. An employee
with little involvement is motivated by extrinsic motivational factor and an
employee with strong involvement is motivated by intrinsic motivational
factors.
Job Satisfaction
In a generalized way, job satisfaction has been defined as a pleasurable
emotional state resulting from the appraisal of ones job or job experiences
(Locke, 1976).
This positive feeling results from the perception of ones job as fulfilling or
allowing the fulfilment of ones important job values, provided these values are
compatible with ones needs. Job satisfaction can be considered as reflecting a
persons value judgment regarding work-related rewards.
According to Mottaz (1987), satisfaction with ones job reflects a persons
affective response resulting from an evaluation of the total job situation. In sum,
the job satisfaction construct can be considered to be a function of work-related
rewards and values.
Work rewards reflect the intrinsic and extrinsic benefits that workers receive
from their jobs. Two important groups of work rewards that have been identified
that includes task, and organizational rewards.
Task rewards refer to those intrinsic rewards directly associated with doing the
job . They include such factors as interesting and challenging work, selfdirection, and responsibility, variety and opportunities to use ones skills and
abilities.
Organizational rewards, on the other hand, refer to the extrinsic rewards
provided by the organization for the purpose of facilitating or motivating task
performance and maintaining membership. They represent tangible rewards that
are visible to others and include such factors like pay, promotions, fringe
benefits, security, and comfortable working conditions.

The relative importance of the various rewards for determining job satisfaction
depends on the individuals work values. Work values refer to what the workers
wants, desires, or seeks to attain from work .
According to Loscocco , every working person has a certain order of priorities
with regard to what he or she seeks from work. It is generally assumed that
individuals value economic (extrinsic) as well as intrinsic job reward. Some
workers may strongly emphasize both types of rewards, some may place little
value on either, and others may emphasize one type and deemphasize the other.
Nevertheless, both forms of rewards contribute to job satisfaction
A job that entails high pay, high security, greater promotional opportunities,
interesting work, and fair and friendly supervision, all of which is judged as a
way to achieve work and non-work goals, should lead to positive feelings of
well-being. Therefore, the greater the perceived congruence between work
rewards and work values, the higher the job satisfaction.
Loyalty seems like a quality that's becoming increasingly harder to find,
whether it's employee loyalty to a company or consumer loyalty to a product
8) What is meant by value? Enumerate the major characteristics and
importance of value.
(10 marks)
A value system is viewed as a relatively permanent perceptual frame work
which influences the nature of an individuals behaviour. The values are the
attributes possessed by an individual and thought desirable. Values are similar
to attitudes but are more permanent and well built in nature.
A value may be defined as a concept of the desirable, an internalised
criterion or standard of evaluation a person possesses. Such concepts and
standards are relatively few and determine or guide an individuals evaluations
of the many objects encountered in every day life.According to Milton
Rokeach, a noted psychologist Values are global beliefs that guide actions and
judgments across a variety of situations. Values represent basic convictions
that a specific mode of conduct (or end state of existence) is personality or
socially preferable to an opposite mode of conduct (or end state of existence).
Values are generally, tinged with moral flavour and they contain a judgemental
element, involving an individuals idea as to what is right, good, desirable.

The characteristics of values are :

(i) Values provide standards of competence and morality.
(ii) Values are fewer in number than attitudes.
(iii) Values transcend specific objects, situations or persons.
(iv)
Values are relatively permanent and resistant to change.
(v)Values are most central to the core of a person.
(vi)
Values have two attributes-content and intensity. The content
attribute stresses that a particular code of conduct is important. The
intensity attribute specifies how important that particulars code of
conduct is.
(vii) When we rank an individuals values in terms of their intensity. We
obtain the value system of that person.
(viii) In the value system, all of us have a hierarchy of values ; which is
identified by the relative importance we assign to different values such
as freedom, self respect, honesty, self respect, and so on.

Values are very important to the study of the organisational behaviour because
values have an important influence on the attitudes, perceptions, needs and
motives of the people at work. Values are the basis of human personality and
are a very powerful but silent force affecting human behaviour. Values are so
much embedded in the personalities of the people that they can be inferred from
peoples behaviour and their attitudes. Effective managers have to understand
the values underlying the behaviour of die employees, because only then they
will realise why the people behave in strange and different ways sometimes.
Values are important to the study of organisational behaviour because of die
following points signifying their importance :
(i) Values lay the foundations for the understanding of attitudes
and motivation.
(ii)Personal value system influences the perception of individuals.
(iii)
Value system influences the managers perception of the
different situations.
(iv)
Personal value system influences the way in which a manager
views the other individuals and the groups of individuals in the
organisation.
(v)Value system also influences a managers decisions and his solutions to
the various problems.

(vi)
Values influence the attitudes and behaviours. An individual will
get more job satisfaction if his values align with the organisations
policies. If the organisations policies are different from his views and
values, he will be disappointed, the disappointment will lead to job
dissatisfaction and decline in performance.
(vii)
The challenge and reexamination of established work values
constitute important corner stones of the current management revolution
all over the world. Hence, an understanding of the values becomes a
necessity.

9) What are the different types of values?

(8marks)

An extensive research conducted by the noted psychologist Milton Rokeach,

identifies two basic types of values.
1. Terminal Values- A terminal value is an ultimate goal in a desired status or
outcome. These lead to the ends to be achieved. The examples of terminal
values are :
1. Comfortable life
2. Sense of
Family security
3. accomplishment
4. Mature love
5. Self respect
6. Wisdom
7. Exciting life
8. Freedom
9. Social recognition
10. iTrue friendship

11.
12.
13.
14.
15.
16.
17.

A world of
A
world of
peace
beauty
Equality
Happiness
Inner Harmony
National
Security
Pleasure

18.

Salvation.

2. Instrumental Values -Instrumental values relate to means for achieving

desired ends. It is a tool for acquiring a terminal value. The instrumental
values given in this study are :
10.
Imaginative
1. Ambitious
11.

2. Broad minded
Independent
12.
Intellectual
3. Capable
13.
Logical
4. Cheerful
14.
Loving
5. Clean
15.
Obedient
6. Courageous
16.
Polite
7. Forgiving

8.
9.

Helpful
Honest

17.
18.

Responsible
Self

The combination of terminal and instrumental values an individual has, create

an enduring cluster of values which is his value system. Thus, according to this
survey, our values and value system are primarily the determinants of who and
what we are as individuals.
G.W. Allport, P.E. Vernon and G. Lindzey have categorised values into
six major types as follows :
i. Theoretical. Interest in the discovery of truth through reasoning and
systematic thinking. The ideal theoretical man values the discovery of
truth
ii.

Economic. Interest in usefulness and practicality, including the

accumulation of wealth. The ideal economic man values what is
useful and concerned with practical affairs.

iii.

Aesthetic. Interest in beauty, form and artistic harmony. The ideal

aesdietic man values artistic and aesthetic experiences in life,
though he himself may not be creative.

iv.

Social. Interest in people and human relationships. The ideal social

man places great values on affiliation and love. He tends to be kind
and sympathetic to other individuals.

v.

Political. Interest in gaining power and influencing other people.

The ideal political man places great value on power.

vi.

Religious. Interest in unity and understanding the cosmos as a

whole. The highest value for the ideal religious man may be called
unit.

Different people give different importance to the above mentioned six

values. Every individuals gives ranking to the values from one to six.
This is very important for understanding the behavior of the people.