Function of Attitude Attitudes serve four major functions for the individual: (1) the adjustments function, (2)

the ego defensive function, (3) the value expressive function (4) the knowledge function. Ultimately these functions serve peoples need to protect and enhance the image they hold of themselves. In more general terms, these functions are the motivational bases which shape and reinforce positive attitudes toward goal objects perceived as need satisfying and / or negative attitudes toward other objects perceived as punishing or threatening. These situations are diagrammed in Figure below. The functions themselves can help us to understand why people hold the attitudes they do toward psychological objects. Figure Punishing threatening up rewarding objects negative Attitude Positive need satisfying object Adjustment Function The adjustment function directs people toward pleasurable or rewarding objects and away from unpleasant, undesirable ones. It serves the utilitarian concept of maximizing reward and minimizing punishment. Thus, the attitudes of consumers depend to a large degree on their perceptions of what is needed satisfying and what is punishing. Because consumers perceive products, services and stores as providing need satisfying or unsatisfying experiences we should expect their attitudes toward these object to vary in relation to the experiences that have occurred. Ego Defensive Function Attitudes firmed to protect the ego or self image from threats help fulfill the ego defensive function. Actually many outward expressions of such attitudes reflect the opposite of what the person perceives him to be. For example a consumer who has made a poor purchase decision or a poor investment may staunchly defend the decision as being correct at the time or as being the result of poor advice from another person. Such ego defensive attitude helps us to protect out self image and often we are unaware of them. Value expression function Whereas ego defensive attitudes are formed to protect a persons self image, value expressive attitudes enable the expression of the persons centrally held values. Therefore consumers adopt certain attitudes in an effort to translate their values into something more tangible and easily expressed . Thus, a conservative person might develop an unfavorable attitude toward bright clothing and instead be attracted toward dark, pin striped suits. Marketers should develop an understanding of what values consumers wish to express about themselves and they should design products and promotional campaigns to allow these self expressions. Not all products lend themselves to this form of market segmentation however.

Those with the greatest potential for value expressive segmentation are ones with high social visibility. Cross pens, Saks Fifth Avenue clothes. Ferrari automobiles and Bang & Children stereo systems are examples. Knowledge function Humans have a need for a structured and orderly world, and therefore they seek consistency stability definition and understanding. Out of this need develops attitudes toward acquiring knowledge. In addition, the need to know tends to be specific. Therefore an individual who does not play golf, nor wish to learn the sport is unlikely to seek knowledge or an understanding of the game. This will influence the amount of information search devoted to this topic. Thus, out of our need to know come attitudes about what we believe we need or do not need to understand.

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 have 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 some one 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 some body 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. Importance of Perception

Organizational behavior is influenced by many factors. The many factors that influence organizational behavior are in fact variable. Variable meaning OB (organizational behavior) influencers change depending on the circumstance and situation. One OB influencer that is critically important for all business managers to understand is perception. Perception should play a crucial role in the daily decision making process for all managers. Simply put, "...people's behavior is based on their perception of what reality is, not on reality itself" (Robbins, Stephen P, 2005). With that said, how does a manager effectively manage a cohort group that base decisions on perception opposed to reality? What is perception? According to Organizational Behavior (11th edition)"Perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment" (Robbins, Stephen P, 2005). Individuals are unique in that they possess their own lens to form conclusions about the very same situation. People see things differently and depending on their background, education, the current situation, and mood are all prone to make different rational interpretations of the exact same situation. A disgruntled employee will likely not see a new ambitious manager through the same lens as a happy veteran employee. Perception is reality and all managers must factor in this fact when making crucial business decisions regarding people. If a manager perceives something in one way or another and bases an important business decision on the perception; the organization will either benefit or not benefit from the decision. Managers should understand the facts along with the situation in order to conclude with an appropriate decision. A manager's perception and decisions will affect the organizations behavior. Ones perception and decision will trickle down and may initiate several other decisions decided by the organizational associates. People, especially subordinates base decisions off of one individual's perception and decisions.