ATTITUDE
• What is Attitude?
• Importance of Attitude in An
Organisation
CONTENTS
• Factors Influencing Attitude
Formation
• Attitude Change
• Conclusion
WHAT IS ATTITIDE?
Attitude refers to a person's evaluation, beliefs, and feelings
towards a particular object, person, or situation. It is a
psychological construct that influences behavior and decision-
making.
The American Psychological Association (APA) defines attitude
as "a relatively enduring and general evaluation of an object,
person, group, issue, or concept on a dimension ranging from
negative to positive. Attitudes provide summary evaluations of
target objects and are often assumed to be derived from specific
beliefs, emotions, and past behaviors associated with those
objects."
IMPORTANCE OF ATTITUDE IN
AN ORGANIS ATION
Attitudes are important in organizational behavior
because they can help determine employee morale,
productivity, and team building abilities. Attitudes
can also provide an emotional basis for
interpersonal relations and identification with
others.
• Help employees make better decisions
Positive attitudes can help employees make better decisions by triggering
a healthy thought process.
• Build strong relationships
Positive attitudes can help build strong relationships with customers and
employees.
• Create a positive work environment
Positive attitudes can help create a positive and productive work
environment where everyone feels valued and motivated.
FACTORS INFLUENCING ATTITUDE
FORMATION
Factor Description
Socialization The process by which individuals acquire attitudes,
values, and beliefs through interactions with family,
friends, and society.
Direct Experience Personal experiences and interactions with an object,
person, or idea can shape attitudes.
Cognitive Dissonance The discomfort experienced when there is a mismatch
between attitudes and behaviors, leading to a change
in attitudes to reduce the dissonance.
Culture and Society Attitudes are influenced by cultural norms, values, and
societal expectations.
ATTITUDE CHANGE
While attitudes can have a powerful
effect on behaviour, they are not set in
stone. The same influences that lead to
attitude formation can also create
attitude change.
• Learning Theory of Attitude Change: Classical
conditioning, operant conditioning, and
observational learning can be used to bring
about attitude change. Classical conditioning
can be used to create positive emotional
reactions to an object, person, or event by
associating positive feelings with the target
object.
CONCLUSION
In conclusion, attitude formation and attitude change are
complex processes that are influenced by various factors.
Through these informations, we can say that attitudes can be
shaped through cognitive processes, social influence, and
personal experiences. Additionally, we have seen how persuasive
communication and cognitive dissonance play a role in attitude
change.
Understanding attitude formation and attitude change is crucial
in various fields, including marketing, social psychology, and
communication. By studying these processes, we can gain
insights into human behavior and develop effective strategies for
persuasion and behavior change.
