AttitudesAttitudesAttitudes in everyday lifeAttitudes in everyday life
Attitudes in everyday lifeAttitudes in everyday life
Attitudes in everyday lifeAttitudes in everyday life
NATURE OF ATTITUDES
ATTITUDES ARE LEARNED
ATTITUDES INDICATE FEELINGS AND BELIEFS OF PEOPLE
FEELINGS AND BELIEFS OF PEOPLE POINTOUT ONES PREDISPOSITIONS ABOUT OBJECTS,PEOPLE AND SELF
ATTITUDES CONTINUE TO REMAIN SAME UNLESS ANINFLUENCE OCCURS
ATTITUDES CAN BE FAVOURABLE OR UNFAVOURABLETOWARDS , SELF, PEOPLE, WORK AND INSTITUTIONS
What is an attitude?What is an attitude?
A mental and neural state of readiness, organised through experience, exerting a directive or dynamic influence
upon the individual’s response to all objects and situations with which it is related
Allport, 1935
An attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of
favour or disfavourEagly & Chaiken, 1998
Attitude structureAttitude structure
AFFECTIVE COGNITIVE
BEHAVIOUR
ATTITUDE
ABC Model
Attitude structureAttitude structure
3. A behavioural component (Psychomotor)consisting of actions toward the attitude object.People infer and think by reflecting on what they do.
Cognitive ( C ) ,Affective (A) Psychomotor (P)Domains of behaviour-CAP
1. AFFECTIVE: An emotional component consisting of emotional reactions toward, or feelings about the object.
People arrive at an attitudinal position after consideration of the relevant facts.
2. A cognitive component consisting of thoughts and beliefs about the attitude object.
People form an association between some emotional state and the attitude object – e.g., conditioning, familiarity.
ATTITUDE FORMATIONATTITUDE FORMATION1.Direct experience
2.Classical ConditioningPeople develop association between objects and Emotional reactions. Eg; Tenaliram’s Cat and hot milk
3.Operant ConditioningAdverse action by others curbs an attitude
4.Vicarious learning
5.Family and Peers
6.Social class
7.Mass media
• Some attitudes seem to reflect stable, internal dispositions of the individual– i.e., ‘ways of seeing the world’
• Broad attitudinal dispositions might have a shared genetic basis (Tesser, 1993)
• This is most likely for ‘gut-preferences’:– For example, feelings of disgust at certain smells or
foods
Attitude formation contd. . . Attitude formation contd. . .
Explicit V. Implicit AttitudesExplicit V. Implicit Attitudes
Once we have developed an attitude (an orientation to some object), this attitude can exist in a number of states:
1. Explicit attitudes: – The evaluations we consciously express.
2. Implicit attitudes: – Involuntary responses to the attitude object.
ExplicitExplicit
How much do you like the monarchy?
Not at all
1 2 3 4 5 6 7 Very much
ImplicitImplicit
ImplicitImplicit
Explicit V. Implicit AttitudesExplicit V. Implicit Attitudes
• Our explicitly expressed attitude and our implicit reactions can be the same thing.
• But, there can also be a difference between what people say and what they think or believe
• Raises questions about attitude measurement
• Raises possibilities for studying attitudes
Food AromasMusic, Voices
Laughter
Concept of a Party-
Attitudes toward Parties
Shouldn’t drinkand drive, but no problems
It was unfairto call the
police
Parties giveyou a chance
to relax
I’ll meet somenice people
Could be a partyI need some
fun!
Ego Protection
ExpressValues
ReinforcementFunction
Frame ofReference
ReconcileContradiction
Stimulus Perception/ events Cognition
Personal Functions ofReactions Attitudes
FUNCTIONS SERVED BY ATTITUDES
Values held as important
Attitudes aboutan object or
a referent
Beliefs aboutan object ora referent
Intentions to
behave
Behavior
A MODEL OF ATTITUDES
Values and
Beliefs
ATTITUDESStrong
positive workattitude
Positive work
experiences
Parents nevermissed work
Good potentialin current job
Mother winsaward at
work
Parents involvechild in work
projects
Socializing withsuccessful
people
An Example of Learning and Expression of Attitudes
Toward Work
ATTITUDE TOWARD
WORK
ATTITUDETOWARD POLITICS
ATTITUDETOWARDFAMILY
A CLUSTER OFRELATED ATTITUDES
ATTITUDETOWARD
RELIGOIN
Attitude ClustersAttitude Clusters
For example…….For example…….
work
Co-workers
LocalOfficials
PoliticsThe firm
Yourcity
Hobbies
Attitude functionAttitude function
Attitudes will fluctuate in order to serve our current needs.Four major functions (Katz, 1960) and Smith et al. (1956):
1. Utilitarian function- Helps person to achieve rewards and gain approval from others (e.g., Nienhuis, Manstead, & Spears, 2001).
2. Knowledge function- Attitudes can be used as a “frame of reference” for organizing the world so that it makes sense (Katz, 1960).- For example, we perceive knowledge that contradicts our views with suspicion, thus forming a negative impression of that source of information (Giner-Sorolla & Chaiken, 1997).
Attitude functionAttitude function3. Ego-defensive function
- Helps to cope with emotional conflicts and protect and enhance one’s self-esteem.- E.g., one’s job not going well, can blame colleagues or his boss, this negative orientation towards the people he or she blames protects one from acknowledging painful truths. A conflict in office may be expressed as outcome of anger against spouse
4. Value-expressive function-Help to express core aspects of self-concept.-Helps express central values in products they buy.- Helps express group identity
- For example, if you are a person who firmly believes in fair treatment and equality towards others, you’ll most likely have a positive attitude towards particular political parties and a negative attitude towards others.
So, why are social psychologists So, why are social psychologists interested in attitudes?interested in attitudes?
• People like to evaluate things. Attitudes are an important aspect of individual psychology.
• The ways in which people evaluate their social world (e.g., other people) has important consequences for their relationships with and actions toward others.
• The attitudes people have, guide the decisions that they make, and therefore have important implications for the self.
Attitudes + behaviourAttitudes + behaviour
• Part of the interest in attitudes is due to the assumption that people act in accordance with their attitudes:
• Companies spend ridiculous amounts of money on advertising campaigns designed to change people’s attitudes toward their products.
• Political parties closely monitor opinion polls to try and gauge the mood of the community and the likely outcome of elections.
• Do attitudes really predict behaviour?
Attitudes + behaviourAttitudes + behaviour
• A CASE OF INTERVIEW• In a medical admission interview a candidate
was asked ,’what is the reason to choose medical profession’- He replied,’ I want to treat disease of the poor and help our people.
• Do you have any relative who is a doctor ?
• Candidate “ Yes my uncle is doctor in gulf .He earns a lot. He only suggested me , I can go there after I become a doctor.”
This indicate a gap between attitude and behaviour
Attitudes + behaviourAttitudes + behaviour
• Later research confirmed the gap:
– E.g., Wicker (1969) reviewed research on the attitude-behaviour link
– Although the two were usually positively related, the relationship was typically small (average r = .15).
• Evidence for weak relationships between attitudes and behaviour prompted 2 responses:
1. Attitudes are a load of rubbish!
2. Attitudes are related to behaviour, but the relationship is more complex
Attitudes + behaviour: The full storyAttitudes + behaviour: The full story
1. Not all attitudes should be related to behaviour:
• Specific attitudes should predict behaviour better then general attitudes
• Strong (accessible) attitudes should predict behaviour better than weak attitudes.
2. Other variables are involved in the attitude-behaviour relationship
The theory of planned behaviour The theory of planned behaviour (Ajzen, 1989)(Ajzen, 1989)
Attitude
BehaviourIntention
Subjective Norms
Perceived behavioural control
Attitudes + Behaviour: The full storyAttitudes + Behaviour: The full story
• Research using more complete models have provided a better account of the attitude behaviour relationship:
• Attitudes are related to behaviours – but not directly.
• Attitudes affect behaviour - in combination with norms, control beliefs, and intentions.
• In addition to being a theoretical improvement, this approach has also proven to be very practical.
• Attitudes are evaluations
• Attitudes guide people’s behaviours… sometimes
• Attitudes can change … – but the same technique won’t work the
same way for all people all of the time
Changing the attitudesChanging the attitudesBarriers to change
1.Prior commitments and unwillingness to change
2.Cognitive dissonance
3. Insufficient Information
The Theory of Cognitive DissonanceThe Theory of Cognitive Dissonance
ANY INCOMPATIBILITY BETWEEN TWO OR MORE ATTITUDESOR BETWEEN BEHAVIOR AND ATTITUDES
Why to to reduce dissonance ?Attempts to reduce dissonance : Depends on ;Importance of elements creating dissonanceDegree of individual influence over elementsRewards involved in dissonance
Denial of information
Ague that all that is being told is not true
Look for opposite information to disprove information
Surrender
Ways to reduce dissonance;
Ways for Changing the attitudesWays for Changing the attitudes
1. Watch ones own attitude and how it affects performance
2. Develop oneself based on others input- with care
3. Discover the adverse effects of having negative attitudes
4. Keep an open Mind
Changing ones own attitudes
5.Build Positive self esteem
6. Keep onself away from negative influences
Ways for Changing the attitudesWays for Changing the attitudes
1. Give feedback
2. Create Conducive and pleasant working conditions
3. Positive role model
4. Provide new information-ensure adequate information
Changing attitudes of employees
5. Assess how much to use fear component
6. Persuade peer influence
7. Co-opting approach
ATTRIBUTION THEORY -ATTITUDES
OBSERVATIONDESCRIPTION
UNDERSTANDINGPRDICTION/CONTROL
EMPLOYEE BEHAVIOUR OCCURS
FUNCTIONAL ?DYSFUNCTIONAL ?
ATTRIBUTIONS ARE MADE TOSITUATIONAL FACTORS.
CONSISTENCYDISTINCTIVENESS CONSENSUS
FUTURE BEHAVIOR IS PREDICTED;METHODS TOASSURE They AREIMPLIMENTED
Measuring the A-B RelationshipMeasuring the A-B Relationship
• Recent research indicates that the attitudes (A) significantly predict behaviors (B) when moderating variables are taken into account.
Moderating Variables
• Importance of the attitude
• Specificity of the attitude
• Accessibility of the attitude
• Social pressures on the individual
• Direct experience with the attitude
Moderating Variables
• Importance of the attitude
• Specificity of the attitude
• Accessibility of the attitude
• Social pressures on the individual
• Direct experience with the attitude
An Application: Attitude SurveysAn Application: Attitude Surveys
Sample Attitude SurveySample Attitude Survey
Job SatisfactionJob Satisfaction• Measuring Job Satisfaction
– Single global rating– Summation score
• How Satisfied Are People in Their Jobs?– Job satisfaction declined to 50.7% in 2000– Decline attributed to:
• Pressures to increase productivity• Less control over work
The Effect of Job Satisfaction on The Effect of Job Satisfaction on Employee PerformanceEmployee Performance
• Satisfaction and Productivity– Satisfied workers aren’t necessarily more productive.– Worker productivity is higher in organizations with more
satisfied workers.
• Satisfaction and Absenteeism– Satisfied employees have fewer avoidable absences.
• Satisfaction and Turnover– Satisfied employees are less likely to quit.– Organizations take actions to cultivate high performers and to
weed out lower performers.
Responses to Job DissatisfactionResponses to Job Dissatisfaction
How Employees Can Express How Employees Can Express DissatisfactionDissatisfaction
Job Satisfaction and OCBJob Satisfaction and OCB
• Satisfaction and Organizational Citizenship Behavior (OCB)– Satisfied employees who feel fairly treated by and
are trusting of the organization are more willing to engage in behaviors that go beyond the normal expectations of their job.