ATTITUDE

ABHISHEK KRISHNA
DEFINATION OF ATTITUDE

Attitudes is way to think

,act and feel a certain way
towards a person or thing.

“Attitude are likes are dislikes .”

-By Bem
 Component of attitude
Cognitive (Informational)
• Ideas
• beliefs Emotional
COGNITIVE
• values (Feeling)
Knowledge
Emotional (Effective)
• Feelings of likes
Behavior
• Feelings of dislikes.
Behavior
• Tendency to Behave.
Attitude’s Component
Cognitive
EmotionalL
Ideas, beliefs &
value ikes & dislikes

Positive &
Negative
attitude

Attitude
Object
 Feature of Attitude
Attitude have an object
Attitude have
 Direction
 Degree
 Intensity
Attitude have Structure
Attitude are learned
Types of Attitude
attitude

Job Involvement

Organization
Behavior

Job Satisfaction

Org. Commitment
 Factors that influence Attitude
Personal Experience
Association
Family
Peered groups and social
Role models
Institutional Factors
Measurement
Method of scaling
Thurston Technique of scaling
Likert Method
Others Method
Impressionistic Method
Guided Interview
Unguided Interview
Indirect Method
Thurston Technique
• Thurston Attitude scale using 11 pile
• Pile 1for Favorable and Pile 11 for Unfavorable

Likert Technique
• Likert’s attitude scale using Five point

Strongly
undecided
Disagree
Agree
Agree
Disagree
Employees attitude can be changed by

Providing new information and ideas

Use of group pressure
Influence of friend
Organization changes
Use of fear
Thank you