UNIT –II
Presented By
Senthil kumar.N
Todays discussion
 Review of last class
 Attitude, components, formation, characteristics,
measurement.
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ATTITUDE DEFINITION
“Attitude are evaluative statements either favorable or
unfavorable concerning objects, people or events. They
reflect how one feel about something”
Eg: Our boss is highly humanistic
-Robbins
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ATTITUDE CHARRACTERESTICS
 Attitudes are evaluated statements either favorable or
unfavorable concerning objects, people or events
 Attitudes are learned predisposition toward aspects of our
environment
 Attitude is a bent of mind or predisposition to certain
action
 Attitude is a detailed direction of human behavior
 Attitude are the feeling and believe that largely determine
how employees will perceive their environment
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 Attitude is the most important because it is the mechanism
through which people express their feelings
 Attitude is expression of inner feeling towards an object or
his subject
 Attitudes are acquired through learning over a period of
time
 Attitude are subject to change. A person having a negative
attitude towards his job may in due course of time start
developing a positive attitude towards its
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 All individual hold attitudes irrespective of their age,
gender, social status etc
 Psychical environment and culture are irresponsible for
the formation of common attitudes
 Attitudes are generally hidden in the mind and heart of
people which may be expressed or inferred in some
situation
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ATTITUDE FORMATION
 Past experience
People come to believe or not believe things on the
basis of what they have experienced in the past. If
everyone who has held job ’A’ has been promoted within
six months, current job ‘A’ holders are likely to believe
that they also will be promoted within six months
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GENERALIZATION
 These come from similar events or situations. If no one
has hold closely related job ‘B’ has ever been promoted;
this may lead job ‘A’ holders believe that they will not be
promoted either
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ASSOCIATION
 People are highly influenced by the major groups or
associations to which they belong. Our religion,
educational background, race, gender, age and income
class, are strongly influence our attitudes.
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FAMILY
 Family experts influence on the initial core at attitudes
held by an individual. Individuals develop certain attitudes
from their family members, parents, brothers, sisters, etc.
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PEER GROUPS
 As people of adulthood they increasingly rely on their
people groups for approval attitude. How others judge an
individual largely determines his self image and approval
seeking bahaviour. “we often seek out others who share
attitudes similar to our own or else we change our
attitudes to confirm the attitudes of those in the group
whose approval is important to us “
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SOCIETY
 Social class and religious also play a vital role in forming
attitudes of an individual. The culture, language and the
society, all provides an individual with the boundaries of
his initial attitudes. At the very early age an individual is
taught that certain attitudes are acceptable and certain
others are non – acceptable in the society.
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COMPONENTS OF ATTITUDE
1. Affective component
2.cognitive component
3.intentional component
 The affective component of an attitude reflects ‘feelings
and emotions’ that an individual has towards a situation
 The cognitive component of an attitude derived from
knowledge that an individual has about a situation
 The intentional component of an attitude reflects how an
individual expects to behave towards or in situation
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AFFECTIVE COMPONENT
 The affection refers to the feelings and emotions
associated with an attitude object. It is an emotional
component that develops as a conditioned response by
association with stimuli that has either punishing or
rewarding effects
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COGNITIVE COMPONENT
 Cognitive component based on a variety of learning
experiences, rumors . Cognitive component is very
important and consist of the individuals perceptions.
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INTENTIONAL COMPONENT
 Intentional component of attitude of attitude consists of
the tendency to act or react toward an attitude object in
certain specific persons.
 Affective component
How we feel towards the situation
 Cognitive component
why we feel that way
 Intentional component
how we indented to behave towards the situation
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 The different components of an attitudes held towards a
firm, which supplies inferior products and that too
irregularly could be described as follows:
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“ I don’t like that company”
- Affective component
“ They are the worst supply firm, I have ever deal with”
-Cognitive component
“I will never do business with them again”
-intentional component
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ATTITUDE MEASUREMENT
 Thurstone’s scale:
Thurstone collected a large number of statements
relations to the area in which attitudes were to be
measured. The statements maybe relating for any objects.
For Eg religion, education, war, piece etc
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LIKERT’S SCALE
 Likert’s scale has five boxes exhibiting from strongly
agree to strongly disagree. Under each statements of
attitude the respondent will be given a chance to check the
five boxes and finally all the ratings will be summed up.
 This scale is a kind a summed rating measure as several
statements are collected in an attitude are such as one’s
attitude about a job and scales are added up or summed a
person’s attitudes towards his job. The summed rating
scale provides a means of measuring the intensity of one’s
attitude toward a particular object.
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BOGARDUS’S SOCIAL DISTANCE
SCALE
 It is a simplest scale developed by bogardus. The scale is
composed of a large number of statements regarding
national, or racial or ethnic groups
 Bogardus used a seven point of scale ranking from the
most favorable acceptance picture, that acceptance to
close kingship by marriage, to termination or exclusion
from the country as the other by extreme end of scale.
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GULTMAN’S SCALE
 It is a cumulative scaling technique to measure attitudes
developed by gultman in 1750. suppose an individual gets
a higher scale than other person on a particular set of
items. We can easily determine his position for every
single item.
 For Eg: let us consider three items referring to weight that
is to be tested. (1) my weight is more than 45 kgs. (2) my
weight is more than 50 kgs (3) we know he has already
said “yes” to numbers 2 and 1 also
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 Similarly in the case of one’s attitude towards work an
employee might be presented with six statements
displaying successfully higher degree of satisfaction. It is
assumed that the employee will reach some point beyond
which he can no longer agree. The main threshold is
considered to be the degree of satisfaction
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THANK YOU,,,,,
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