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They were doing the same job - StonecuttingBut their

made the whole difference Attitudes can be both positive and negative it is person which attitude he wants to accept.

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Self-identity or self-expression function:

Attitudes are an expression of our
central values and beliefs.

Self-esteem function:
Attitudes maintains or increases our feeling of self worth.

Ego defensive function:

Attitudes also serve as an ego
defensive mechanism.

Knowledge function:
Attitudes influence our perception and
thought about everything.

Impression motivation function:

Another function served by attitudes is that of impression motivation. We always want to make a very good impression
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on others and therefore express the right views

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Social psychologists believe that the development of attitudes occurs in two different ways.
Social learning

They are influenced by genetic factors

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Social learning is the process through which we acquire new information, forms of behavior, or attitude from other people. There are four important process that influence attitude formation.

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Research findings suggest that genetic factors play a small an important role in attitude formation.

According to social psychologists, genetic factors influence our general dispositions. Such dispositions include our tendency to experience positive or negative emotions most of the time.

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Attitudes are formed by individual experiences over a long period of time. attitudes once formed are very difficult to change , especially if they are uniformly positive or negative in nature. Changing attitudes is much more easier if they are ambivalent in nature.

Persuasion technique Attitudes can be

changed by two ways :

Cognitive dissonance
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Persuasion technique is defined as efforts to change others attitudes through the use of various kinds of messages. In this technique the changes in attitude may take place when someone sends a powerful message to one or a group of people. Important elements of persuasion technique are given in the next slide.

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Source/ Communicator

Credibility Attraction Rapid seeker

THE PERSUASION Message/ Communication Objective Distraction in message Two sided approach

TECHNIQUE

Audience/Target

Self esteem Education

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Cognitive dissonance is an unpleasant internal state that result when individuals notice inconsistency between two or more of their attitudes or between their attitudes & their behavior. In simple words, cognitive dissonance is a state of discomfort that we experience when there is inconsistency between our attitudes or between our attitude & behavior

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Change attitude or behavior

COGNITIVE DISSONANCE New information

Trivialization

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 1. 2.

3.
4. 5. 6.

Work related attitudes are relatively lasting feelings, beliefs and behavioral tendencies of an employee has towards various aspects of the job. Negative attitudes are both a symptom and cause of future difficulties. The impact of negative attitudes is seen in the form of: Increased absenteeism from works High employee turnover Poor quality of products Poor customer service Theft by employees Disciplinary problems

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Job involvement

Important work related attitudes

Organizational commitment

Job satisfaction

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A number of factors determine an employees attitude towards his work. Hence job satisfaction is said to be multi-dimensional in nature. The level of job satisfaction depends on a number of factors. The factors related to job satisfaction are classified into three categories .

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They are classified into two types:

Stereotypes : Stereotypes are the beliefs to effect that all the members of specific group share certain traits or characteristics.

Prejudice : Negative attitude towards the members of the specific social group based on their membership.

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