ATTITUDE

A persistenet tendency to feel and behave in particular way

towards objects, events, places is called attitude.

Attitude are evaluative statement, either favourable or unfavourable;

concerning object, people or event. The evaluations which people make can
range from extremely unfavourable to the extremely favourable, or can be

Attitude more moderate.

Attitudes are mental or neural state of readiness, organized

through experience, experting a directive or dynamic influence
upon the individuals response to all objects and situation with
which it is related.

Attitude is enduring organization of motivational, emotional,

perceptual and cognitive processes with respect to some
aspect of individual’s world
 Implicit:
• A person may be unaware of his
implicit beliefs though these still
have some influence on his conduct
and behaviour.
• Implicit attitudes are subconscious
attitudes.

Explicit:
• If a person is aware of his attitudes,
and they influence his behaviour and
beliefs, his attitudes are explicit.
• Explicit attitudes are formed
consciously.
 Conative in psychology means a mental
process involving the will–impulse, desire
or resolve.
It consists of the feeling which the object,
person, issue or event evokes. The For example: I will avoid spiders and
behavioural part consists of the manner in scream if I see one.
which the attitude influences a person’s
behaviour.

For example: I am scared of spiders.

It means ‘relating to the process of acquiring
knowledge through reason, intuition and
perception’.
It consists of a person’s thoughts and beliefs
about the attitude object.

For example: I believe spiders are dangerous.

People seek consistency among Concerned with the consistency in
A person experiencing cognitive Attempts to explain how existing
their attitudes and between their the judgement of people and/or Functions served by attitudes are
dissonance attempts bringing attitude produce distortions of
behaviour. People Seek to issues that are linked by some impportant for attitude change
cognitive consonance by attitudnally related objects and
reconsile divergent attitudes and form of relationship procedure
changing his belief and/or how judgement mediates attitude
align their attitudes and
attitude. change.
behaviour so that they appear
rational and consistent
 Culture exerts enormous influence on an individual. Culture in
Several social groups apart from family play an important role
itself includes religion, tradition, customs, prohibitions, rewards
in attitude formation which includes friends, peers, colleagues,
and sanctions.
etc.
Socialisation is the process by which culture shapes the attitudes Family is the most important and closest social
Consider the voting pattern in India. There are people who do
of the people. group for a person. It is the nursery for attitudinal
not listen to candidate’s speeches, read newspapers or
Culture teaches individual beliefs, attitudes and behaviour that formation.
follow debates. They talk with friends, family, etc. and vote for
are acceptable in one’s life and society. Parents are more influential among the family
a candidate. Families, friends and other such social groups
system who structure and mould the attitude of a
most definitely influence the choice of a candidate.
child.
Extended family and sibling relationships, in
particular, play an important role in attitude
formation.

A man is never alone. From cradle to grave he is under the

Familiarity breeds positive attitude. Man generally has a fear of the
influence of one institution or the other.
unknown, so anything familiar might make him or her feel at peace.
For example: Educational institutions like schools and colleges
Familiarity and classical conditioning act on emotions of an individual
act as repositories of knowledge, direct and shape the beliefs,
and therefore shape the affective component of attitudes.
values of a person and thus form attitudes.
 Thurstone Likert’s Semantic
Type of Scale Attitude Differential
Measurement
Scale
Attitudes have a knowledge function, which Attitude helps individuals in maximizing
enables individuals to understand their benefits and minimizing disadvantages
environment and to be consistent in their while interacting with individuals, groups
ideas and thinking. Most attitudes serve this and situations in their environment.
basic function in some measure. Utilitarian attitudes lead to behaviour that
optimizes one’s interests.

Attitudes help perform a social role, helping in an Attitudes can serve as defence mechanisms for handling an
individual’s self-expression and social interaction. individual’s internal mental conflict which reflect tensions
Subscribing to a given set of attitudes signals one’s within the individual psyche.
identification with important reference groups to The defence mechanisms hide an individual’s true motives from
express one’s core values, and to establish one’s himself or psychologically isolate him from groups perceived as
identity. This social role of attitudes is known as hostile or threatening.
social identity function, it underlies an individual’s Attitudes maintain self-esteem in other ways also. An
desire to establish his individual and social identity. individual’s attitudes toward many things are influenced by his
view on how they affect his own self-assessment.
 In this technique, the person is exposed to a positive and
neutral stimulus repeatedly and after some time the
response to neutral stimuli becomes the same as response
to positive stimuli.

A process in which a positive behavior when This involves learning from our social environment
rewarded has more chances of repetition unlike such as family, school, media and its expression.
the negative behavior which if repeated would
lead to punishment and thus less chances of
repetition.
 Identification of Attitude
A

Looking for Positives

B

Building Positive Self Esteem

C

Setting Challenging Targets

D

E Avoiding Procrastination

F
Continuous Learning
 A value system refers to the order and priority an individual or
A
society grants to ethical and ideological values.

While two individuals or groups may share a set of common values,

B
they may not give equal weight or preference to those values.

Value represents a basic convictions that a specific mode of conduct

C
(or end state of existence) is personally or socially preferable to an
opposite mode of conduct (or end state of existence)
 Values are judgemental and represents what
ought to be. Based on this judgement, an
individual responds in a given way

Fly Impression Design ist ein

professionelles Werbe-Design-Studio, mit Attitudes are pre-disposition, an individual
einem hohen Maß an Design-Team, Fly responds in positive and negative way in his
Impression Design ist ein professionelles environment.
Werbe-Design-Studio, mit einem hohen
Maß an Design-Team,
 Instrumental

Ego Defensive

Value Orientation

Knowledge
 Positive Attitude: Selfish Attitude:
A person who has positive attitudes towards It will guide an individual's actions in a
work and co-workers (such as contentment, selfish manner.
friendliness, etc.) can positively influence Example: Holding one's self-interest as the
those around them. standard for decision making.
Example: People with a good attitude are
active and productive and do what they can
Attitude based on Values and Beliefs:
to improve the mood of those around them.
It will act according to the values.
Example: In India touching the feet of elders
is guided by an attitude of giving respect to
them.

Negative Attitudes: Logic or Rational Attitudes:

A person who displays negative attitudes It develops rational behaviour.
(such as discontentment, boredom, etc.), will Example: A rational person will not act
behave accordingly. superstitiously and will always try to find
Example: People with these types of rational behind any act.
attitudes towards work may likewise affect
those around them and behave in a manner
that reduces efficiency and effectiveness
 Job Job Involment Organizational
Satisfaction Commitment