Attitudes

What are attitudes? Attitude Models Job Related Attitudes HR Implications

Attitudes are evaluative statements either favorable or unfavorable about objects, people or events. They reflect how we feel about something. E.g. when some says I like my job expressing attitude towards work.

WHAT ARE ATTITUDES?

Ask from people about their attitudes towards religion. Ask about people about their attitude towards America. Ask about people about their attitude towards the organizations where they work. Evaluate the answer simple answers with complex background

To understand about attitudes need to understand components of attitudes.

Attitudes are complex --- HOW??

Attitudes - defined

An attitude may be defined as a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

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TRI-COMPONENT MODEL OF ATTITUDES

Cognitive component

Attitudes
Evaluative statements or judgments concerning objects, people, or events.

The opinion or belief segment of an attitude. E.g. My pay is low.

Affective Component
The emotional or feeling segment of an attitude. E.g. I am angry over how little I am paid

Behavioral Component
An intention to behave in a certain way toward someone or something. E.g. I am going to look for another job which pays better.

Attitudes

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Attitudes vary in their strength Attitudes reflect a consumers values Attitudes are learned Different situations influence attitudes

The nature of attitudes

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Conditioning

Learning can occur from repeated exposure to stimuli We are more likely to develop a positive attitude towards behaviour that continually brings rewards and negative attitude that continually punish us. Develop attitudes by watching others that we trust or respect Involves problem solving or reaching conclusions based on information logical

Modelling

Cognitive Learning

How are attitudes formed?

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Recent research indicates that 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

Does Behavior always follow from attitudes

Importance of the attitude: Self-Interest or identification with individuals or groups that person values. Important attitudes of individuals more likely to consequent behavior. Specificity of the attitude: Specific attitudes reflect specific behaviors and general attitudes reflect general behaviors. E.g. asking someone specifically intention to stay with organization for the next 6 months is likely to better predict turnover for that person than if you asked her how satisfied she was with her overall job. Accessibility of the attitude: More likely to maintain attitudes which you frequently express and shape behavior accordingly. Social pressures on the individual: In case of high social pressures less likely to behave in accordance with attitudes. E.g. employee who hold strong anti-union attitudes attends pro-union meetings. Direct experience with the attitude: Personal experience more likely to reflect true attitude than indirect experience.

Moderating Variables

Job Satisfaction A collection of positive and/or negative feelings that an individual holds toward his or her job. Job Involvement Identifying with the job, actively participating in it, and considering performance important to self-worth. Organizational Commitment Identifying with a particular organization and its goals, and wishing to maintain membership in the organization.

Types of Job Related Attitudes

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Perceived Organizational Support (POS) Degree to which employees feel the organization cares about their well-being. Employee Engagement

An individuals involvement with, satisfaction with, and enthusiasm for the organization.

Types of Job Related Attitudes

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Attitude Surveys Eliciting responses from employees through questionnaires about how they feel about their jobs, work groups, supervisors, and the organization.

HR Application: Attitude Surveys

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Sample Attitude Survey

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Important to understand employee attitudes as attitudes give warning of potential problems and because they influence behavior.
Satisfied employees have low rates absenteeism, and withdrawal behaviors. of turn-over,

HR managers want to keep resignations and absences down especially among most productive employees they want to do things that generate positive attitudes. High pay alone is unlikely to create a satisfying work environment. Improving employee attitudes is likely to heightened organizational effectiveness.

Measuring and Improving Attitudes HR Implications

Case Study Albertsons works on employee attitudes