IP-S6

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Concept of Attitudes

An attitude is a

predisposition to act or

feel a certain way towards

a person or thing.

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Characteristics of Attitudes

have an emotional charge + or ²

occur within a situation

can not be measured directly

self reporting or inference

are learned

not temporary - more or less

enduring

Situation

Attitude

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Attitudes are Learned

In the absence of existing attitude we are open to

suggestion

Object of

Attitude

Positive Result

Goal achievement

Formation of a+ attitude

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Attitudes Formed to Preserve Balance in Our Self Image

Have to fit with other

attitudes, values, information

accepted, what we do

Changes in these may cause a

readjustment of an attitude

² eg. Johnny Cash for Ripple

Wine

² Billy Jean King for sports

clothes

Knowledge

Opinion Attitudes

Values

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Affect

(How I feel about it)

Cognitions

(What I think or know)

Behavioural/ Conative

(Tendency to act)

Affective Cognitive

Behavioral

Tri-Component Model of Attitude

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Measurement

Observation - difficult & time consuming

Qualitative

² Pinpoints important attributes & issues

² Provides direction for further research

Self reporting scales

² Likert - degree of agreement with a statement

² Semantic differential - opposite adjectives

² Rank order scale

² Constant sum scale

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Attitudes: Three Important Assumptions

Three important assumptions underlie the concept of

attitudes:

1) An attitude is a hypothetical construct - we cannot

actually see attitudes, although we can often see theirconsequences.

2) An attitude is a uni-dimensional construct - it usually

ranges from very positive to very negative.

3) Attitudes are believed to be somewhat related to

subsequent behavior, although as we·ll see, this

relationship can be unclear.

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Is A Happy Worker A Productive Worker?

Over the years, one of the most strongly held beliefs amongmanagers and I/O psychologists is that there is a relationship

between a worker·s job satisfaction and his/her job performance.

In 60 year·s worth of research I/O psychologists have found

highly variable linkages between job satisfaction and job

performance.

The most recent examination by Timothy Judge and his colleagues

suggests a correlation of .30 between satisfaction andperformance, a small but meaningful association.

Why is this association not larger?

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COGNITION

and THINKING

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Cognition

Cognition

Mental activities associated with thinking, knowing,

remembering, and communicating

Cognitive Psychologists study these mental activities

concept formation

problem solving

decision making

judgment formation

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Algorithm

Methodical, logical rule or procedure that

guarantees solving a particular problem

Contrasts with the usually speedier²but also more

error-prone--use of heuristics

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Heuristics

Representative Heuristic

Judging the likelihood of things in terms of how

well they seem to represent, or match,

particular prototypes

May lead one to ignore other relevant

information

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Heuristics

Availability Heuristic

Estimating the likelihood of events based on

their availability in memory

If instances come readily to mind (perhaps

because of their vividness), we presume such

events are common

Documents

IP-S6