attitude-organizational behavior

Story

16/8/2014

ATTITUDE

SUBMITTED BY:DOLAS ARUNDHATISAKHARKAR BAZEGASr. M.Sc.ORGANIZATIONAL BEHAVIORRM & ERGONOMICS

26/8/2014 Attitude: Organizational Behavior

HOW MUCH DO YOU SEE AN ICEBERG?


6/8/2014 46/8/2014 Attitude: Organizational Behavior

THE ICEBERG

Only 10% of any iceberg is visible. The remaining 90% is below sea level.


THE ICEBERG

90 %

SEA LEVEL

InvisibleBelow Sea Level

The Iceberg phenomena is also applicable on human beings …



ATTITUDE

KNOWLEDGE&

SKILLS

InvisibleBelow Sea Level

SEA LEVEL

• In other words,



KNOWLEDGE&

SKILLS

SEA LEVEL

UNKNOWN TO OTHERS iIMPACT

Contents Nature Of

Attitudes Components Of

Attitudes Formation Of

Attitudes Types of

Attitude Functions Of

Attitudes Changing

Attitudes Measurement

Of Attitude Work Related

Attitudes Case Study Reference


Attitude are learned It is the feeling ,beliefs of individual and groups. These feelings and beliefs are defined ones

predispositions towards given aspects of the

world. Attitudes endure, unless something happens.


Nature of Attitude

Cont…

Attitudes can fall anywhere along a continuum for

very favorable to very unfavorable. Attitudes are organized and are core to an individual. All people irrespective of their status or intelligence,

hold attitudes.


Definitions of Attitude

“An attitude is mental state of readiness, learned and

organized through experience, exerting a specific influence

on person’s response to people, object and situations with

which is related.”

According to Bem,

“Attitudes are likes and dislikes.”


》Cognitive or Informational Component

− The beliefs, opinion, knowledge, or information held by

the individual.》Affective or emotional component

− The feelings, sentiments, moods and emotions about

some idea, person, event or object.》Behavioral component

− The predispositions to get on a favorable and

unfavorable evaluation of something.


Components of Attitude


ATTITUDE

AffectiveBehavior

Cognitive

ABC Model of Attitude

Cognitive Component /Informational(My pay is low)

Affective / Emotional Component(I’m angry over how little I’m paid)

Behavioral Component(I’m going to look for another job that pays better)


Cont…


Formation of Attitude

Classical Conditioning

Operant Conditioning

Vicarious Learning

Experience With Object

Mass Communication

Economic Status

Neighborhood

Family And Peer Groups

ATTITUDE

Attitudes can develop from a

personally rewarding or

punishing experience with an

object.

Employees form attitudes about

jobs on their previous

experience.

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1. Direct Experience With The Object:

2. Classical conditioning And Attitude:

This can be explained on

the basis of learning

principles.

The classical conditioning

processes that made

Pavlov’s dogs salivate at the

sound if a bell.


Attitudes that are

reinforced, either

verbally or non-verbally

tend to be maintained.


3. Operant Conditioning And Attitude Acquisition:

This refers to formation of

attitudes by observing behavior of

others and consequences of that

behavior.

This form of learning encourages

awareness of surroundings and

teaches the individual the basics of

social interaction.


4. Vicarious Learning:

A person may learn attitudes

through imitation of parents.

If parents have a positive

attitude towards an object

and the child admires his

parents.


5. Family And Peer Group:

The neighbourhood we live

in has a certain structure in

terms of its having cultural

facilities, religious groupings

and possibly ethnic

differences.


6. Neighborhood:

A person’s attitude towards a host of

issues such as pleasure, work,

working women, etc., is influenced by

economic factors such as his

economic status in the society, rate of

inflation in the economy, governments

economic policies and the country's

economic condition.


7. Economic Status and Occupation:

All varieties of mass

communication – television, radio,

newspaper, magazine, etc., feed

their audiences larger quantities of

information.

The presentation of news or

information is constructed so as to

cater to the attitude of audience.


8. Mass Communication

Once formed, attitudes play an important role

in ones life. It applies to every sphere of life,

including ones personal and professional life.

When all employees in an organization have

positive attitude, benefits will be many, like-


Increases productivity

Fosters Teamwork

Solves problem

Improves quality

Makes for congenial

atmosphere

Breeds loyalty

Increases profit

Fosters better

relationship with

employees, employers

and customers

Reduces stress

Makes for pleasing

personality286/8/2014 Attitude: Organizational Behavior

Cont…

Job Satisfaction− A collection of positive and or negative feelings that an individual

holds toward his or her job.

Job Involvement− Identifying with the job, actively participating in it, and considering

performance important to self-worth.

Organizational Commitment− Identifying with a particular organization and its goals, and wishing

to maintain membership in the organization.

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Types of Attitude


306/8/2014

ATTITUDE

ADJUSTMENT

EGO DEFENSIVE

VALUE EXPRESSION

KNOWLEDGE

Functions of Attitude


ADJUSTMENT:

Attitudes often help people adjust to their work

environment.

Well treated employees are likely to develop positive

attitude towards management and the organization.

Berated and paid poorly employees are likely to develop

negative attitude towards firm and its owner.


Cont…

EGO-DEFENSIVE FUNCTION:

Attitudes help people to retain their dignity and self- image.

Ego defensive attitudes may be aroused by internal and

external threats, by frustrating experiences, by the build up

pressure previously repassed, and by suggestions or

directives from an authoritarian source.

Ego defensive attitudes are difficult to change.

32

Cont…


THE VALUE-EXPRESSIVE FUNCTION:

Attitudes provide individuals with a basis for expressing

their values and self identity.

It also helps to define their self concept, and facilitates the

adoption of subculture values considered important.

It also helps individuals adopt and internalize the values of

a group they have recently joined and as a consequence,

they are better able to relate to the group.


Cont…

THE KNOWLEDGE FUNCTION:

Attitudes provide standards or frames of reference by

which an individual judges objectives or events, and

attitudes that provide consistency in our thinking are

particularly relevant.

The knowledge function of attitudes as observed more in

consumer behavior.

The knowledge function of attitudes as observed more in

consumer behavior.


Cont…

》Employee attitude needs to be

change

》But changing attitudes is a difficult

task as attitude generally endure.

》Difficulty is reinforced because of the

escalation of commitment, cognitive

dissonance and insufficient

information.

35

Changing Attitude


− Escalation of commitment refers to the prior

commitment of people to a particular cause and

their unwillingness to change.

36

Escalation of Commitment



StoryThe Fox And The

Grapes

6/8/2014

WHY

?38Attitude: Organizational Behavior6/8/2014

The feeling of discomfort that results from holding two

conflicting beliefs

People expose themselves to information that they

perceive to support their choices, and avoid information

which is likely to favor rejected.

Here, in the above story the fox exposed himself to the

information that supports his decision that “the grapes

are sour” and avoid the information that he can’t reach

the grapes.6/8/2014 396/8/2014 Attitude: Organizational Behavior

Cognitive Dissonance

6/8/2014 406/8/2014 Attitude: Organizational BehaviorBehavioral Tendency

Irrelevance

Consonance

Dissonance

Cognitions

Theory Developed By Leon Festinger in

1957

Cognitive Dissonance Theory


Dissonance

• Cognitions are dissonant when they are opposed to one’s experience about the relationship of events

• “I like ice cream” and “Ice cream can make me fat”

Consonance

• Cognitions are consonant when one follows from the other on the basis of logic or experience

• “I like green salad” and “green salad is good for me”

Irrelevance

• Cognitions are totally irrelevant when two events are not interrelated

• “I don’t like ice cream” and “Ice cream can make me fat”

Cont…

It Developed To Reduce The Amount Of Dissonance (Mental Discomfort)


Changing A Behavioral Cognitive Element

Changing An Environmental Element

Adding A New Cognitive Element

Cont…

Look at the chart and say the COLOUR not the word


CHANGING ATTITUDE OF SELF

Be aware of one’s attitude

Think for self

Realize that there are few benefits from harboring negative

attitudes

Keep an open mind

Get into continuous education program

Build a positive self-esteem

Stay away from negative influences such as smoking, etc.


Ways of Changing Attitude

Give feedback

Accentuated positive

conditions

Positive role model

Providing new information

will help change attitudes

Use of fear

Influence of friends or

peers

The co-opting approach

Group membership

Rewards

Others

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CHANGING ATTITUDES OF EMPLOYEES

Attitude: Organizational Behavior

Cont…

It lends them for a scientific study

Attitude measurement usually implies measurement of the

‘C’ component in the ABC model

The easiest way of measuring attitudes is to slot them as

favorable or unfavorable

The more complicated procedures involve measuring the

degree of favorableness or unfavorableness

There are a few techniques of attitude measurement


Measurement Of Attitude

1. Self-Report Technique

One is required to express his/her preferences to an

interviewer or to write his/her evaluations of something

on a long questionnaire

The technique is used to predict the outcomes of

elections

It can also be used to provide information about the

percentage of the population that support women

reservation bill or similar other issues


Cont…

2. Likert Scale:

This was developed by Likert in 1932

The individual is asked to state his/her agreement or

disagreement towards an issue

But the uniqueness of the scale is that it requires the subject

to state the degree against the statement listed on the

subject.

This is normally done on 5 point or seven point scale.


Cont…

1. Strongly Disagree

2. Disagree

3. Tend to disagree

4. Neither agree nor

disagree

5. Tend to agree

6. Agree

7. Strongly Agree

SCORING ATTITUDE INTENSITY

Produce a numerical scale, and the

different scores in each category are

added together to arrive at a total

score

A high overall score can be viewed

as a positive attitude towards the

subject, whereas a low score

denotes a negative attitude

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Cont…

49


Cont…

Scores are 5,3,1

Add all scoring 5+3+1=9

The highest total will be 7+7+7=21

Total scoring is very much less than highest scoring i.e. it denotes

negative attitude of the person towards the subject

5

3

1

51

3. Osgood’s Scale

Osgood and colleagues developed this technique in 1957

It consists of pairs of adjectives opposite in meaning in 7

point scale

The respondent is asked to give an immediate reaction to

each pair of words

Higher the score, more favorable is the attitude and vice-

versa.


Cont…

52

7 6 5 4 3 2 1

Pleasant Unpleasant

Friendly Unfriendly

Cheerful Gloomy

Warm Cold

Cont…Osgood’s Scale


4. Sociometry

Every member of a group is asked to name their preferred

partner for a specific activity

They then rank with reference to question such as, “Who

would you most like to sit next?”

Some knowledge of the “thinking” and “emotional” aspects

of an individual’s attitude can be obtained by asking “Why

do you want sit next to X, the most popular person?”

Its application has been minimal.


Cont…

JOB SATISFACTION

The general attitude of employees towards their jobs

When the attitude of an employee towards his or her job

is positive, there exists job satisfaction.

Dissatisfaction exists when the attitude is negative.

Job satisfaction is important for management as it has

impact on turnover, productivity, absenteeism and other

job-related aspects.


Work-Related Attitude

Job satisfaction often is a collection of attitudes about

specific factors of the job.

Employees can be satisfied with some elements of the job

while simultaneously dissatisfied with others.

Different types of satisfaction will lead do different

intentions and behavior.

An employee might complain to the supervisor when

dissatisfied with low pay but not with coworker satisfaction.

55

Cont…


ORGANIZATIONAL COMMITMENT

The strength of an employee’s involvement in the

organization and identification with it

Affective Commitment: It is an employee’s intention to

remain in an organization because of a strong desire to do

so. It encompasses loyalty. A belief in the goals and values of the organization.

A willingness to forth effort on behalf of the organization.

A desire to remain as a member of the organization.


Cont…

Continuous Commitment: It is an employee’s

tendencies to remain in an organization because the

person cannot afford to leave. Alternative to leaving the

organization is probably securing a less lucrative job or

remaining jobless.

Normative Commitment: It is a perceived obligation to

remain with the organization. Individuals who experience

normative commitment stay with the organization because

they feel they should do.

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Cont…


58

Case Studies


OB IN ACTION — INCREASING EFFECTIVE COMMITMENT When 10% of his division’s employees were laid off,

division manager Juan Moreno did everything he could to

help those employees by assisting them in finding other

positions.

Before the layoffs Mr. Moreno felt very good about the

satisfaction and commitment levels in his division.

After the layoff, he sensed diminished levels of

satisfaction and affective commitment to the company.



WHAT CHANGED IN THE HOUSEKEEPING DEPARTMENT?

Betty a new Head of the Housekeeping Department of a Hospital,

wants her subordinate to give her opinions about the working

schedule, working environment etc. but they never speak out to her.

For development of this attitude to give opinions, Betty plan a three

months training programme and after which she kept discussion

session on every Friday.

Firstly no one participated in the discussion, but as time goes Selly

one of the assistant, speak out and tell that she had hear doctors

saying of emergency department that transferring of patients are

delayed

She advised that why the two departments don’t have a

communication center. Then a communication center has been

developed and work efficiency gets improved. 60

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62

K, Ashwathappa. (2013) Organizational Behavior. Eleventh

Revised Edition. Himalaya Publishing House. Chapter 10

Attitude and Values. Pg No. 231 to 253

MBA First Semester HB (Organizational Behavior) Chapter

2.2 Attitude and Job Satisfaction. Pg No. D-41 to D-51

http://healthadmin.jbpub.com/borkowski/chapter3.pdf


References

http://healthadmin.jbpub.com/borkowski/chapter3.pdf


THANK YOU

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