1. ATTITUDES Concept Formation TheoriesTypes Measurement Change of Attitude

2. Concept of Attitudes Attitudes are evaluative statements. Theyrespond ones feeling either favorably orunfavorably to persons, objects or/and events. Attitudes reflect how one feels about something. Attitudes are learned predispositions towardsaspects of our environment. They may bepositively or negatively directed towards certainpeople, service or institution. 3. Features Related to feelings and beliefs of people Respond to persons, objects or events Affect behaviour either positively or negatively Undergo changes 4. Formation Directed Experience Social Learning 5. Theories of Attitudes Cognitive Dissonance Theory Theory of Reasoned Action 6. Cognitive Dissonance Theory Proposed in late 50s by Leon Festinger It refers to any incompatibility that a person mightperceive between two or more of his or herattitudes, or between his or her behaviour andattitudes 7. Dealing with dissonance/Factorsdetermining dissonance Importance Control Rewards 8. How to reduce to dissonance? Change your attitude and/or behaviour Belittle the importance of the inconsistentbehaviour Find consonant elements that outweigh thedissonant ones 9. Theory of Reasoned Action It proposes peoples avowed feelings and beliefsabout someone or something seemed onlyloosely related to how they behave towards it Developed in 80s by I.Ajzen and M.Fishbein According to Fishbein behaviour is a matter ofchoice, the best predictor of behaviour is personsintention to perform it basing on persons attitudeand persons subjective norm 10. TypesThough an individual can have numerous attitudes,but organizational behaviour focuses on jobrelated attitudes only. Job related attitudes arethree types. They are: Job Satisfaction Job Involvement Organizational Commitment 11. Measurement Self-Report Indirect Tests Direct Observation Technique Psychological Reaction Technique 12. Change of attitude Filling in the Information Gap Use of Fear Resolving Discrepancies Impact of Peers The Co-opting Approach 13. Transactional Analysis It was introduced by Eric Berne and developed byThomas Harris When two people interact with each other thereresults in a social transaction. Analysis of socialtransactions is called Transactional Analysis. It is study of peoples moves make in theirdealings with each other and is based on the ideathat peoples interactions resemble moves ingames. 14. Ego StatesBasic to TA is the assumption that a person has threeego states: Parent ego stateIt represents the part of a persons personality that isauthoritative, dogmatic, over perceptive, controlling,nurturing, critical and righteous. The parent taughtthe ego state. Adult ego stateIt represents the mature, rational, and objective part of apersons personality. The characteristics are acquiredas one matures into adolescence and adulthood. Child ego stateIt represents the childish, dependent, and immature partof a persons personality. These characteristics growout of ones childhood experiences. 15. Social TransactionsAccording to Berne, people interact with each otherfrom the child, adult or parent ego state. Dependingon the kinds of ego states involved, the interactioncan be either Complementary crossed ulterior 16. Complementary TransactionsThese occur when the message sent or the behaviourexhibited by one persons ego state that receives theappropriate or expected response from the otherpersons ego state.P PSA ARC C 17. Crossed TransactionsIn which the stimulus and response lines are notparallel. Stimulus comes from the first person underthe adult ego state, but response from the otherperson is under the child ego state.P PSA ARC C 18. Ulterior transactionsLike crossed transactions ulterior transactionscause much damage to inter-personal relationsulterior transactions involve at least two egostates on the part of the first person.P PA AC C 19. Life PositionsResearch in behavioural sciences indicates that thedominant attitude of people toward self andothers affect their interaction or behaviour withothers. Such attitude is developed fromexperiences in the very childhood itself and tendsto remain in the very childhood itself and tends toremain with the person for life time unless somemajor experiences occur to change it. Hence, it iscalled Life Position.One life position tends to dominate a personsinteraction/transaction with others, nonethelessother life positions may also occur from time totime in specific transactions. 20. What is the basis for LifePositions?Psychologists report that the formation of lifepositions stems from a combination of two viewpoints. First, how does a person viewhimself/herself? Second, how does he/she viewsothers? The combination of these views fall intofour categories called four possible life positions:1. I am O.K. You are O.K2. I am O.K. You are not O.K.3. I am not O.K. You are O.K.4. I am not O.K. You are not O.K 21. What is the basis for Life Positions?Contd.,I am O.K. You are not O.K.I am O.K. You are O.K.I am not O.K. You are not O.K.I am not O.K.You are O.K.Negative PositiveAttitude towards othersAttitude towards selfNegativePositive 22. THANK YOU