Attitude

Meaning
An attitude is a positive, negative, or mixed evaluation of an object that is expressed at some
level of intensity. Our attitude can vary in strength along both positive affect, and with
negative affect, with ambivalence or with apathy and indifference. It usually implies feelings
that are either positive or negative. Social psychologists use the term attitude differently.
Gordon Allport formulated the following definition: “An altitude is a mental and neural stale
of readiness, organized through experience, exerting a directive or dynamic influence upon
the individual’s response to ill objects and situations with which it is related.”

Nature of Attitude
1. Attitude are a complex combination of things we tend to call personality, beliefs,
values, behaviours, and motivations.
2. An attitude exists in every person’s mind. It helps to define our identity, guide our
actions, and influence how we judge people.
3. Although the feeling and belief components of attitude are internal to a person, we
can view a person’s attitude from his or her resulting behaviour.

Characteristics of attitudes
Attitude can be characterized by:
1. Affective Cognitive consistency: The degree of consistency between the affective
and cognitive components influences the attitude—behavior relationship. That is, the
greater the consistency between cognition and evaluation, the greater the strength of
the attitude-behaviour relation.
2. Strength: Attitudes based on direct experience with the object may be held with
greater certainty. Certainty is also influenced by whether affect or cognition was
involved in the creation of the attitude. Attitudes formed based on affect are more
certain than attitudes based on cognition
3. Valence: It refers to the degree or grade of likeliness or unlikeliness toward the
entity/incident. If a person is fairly unconcerned toward an object then his attitude has
low valence.
4. Direct Experience: An attitude is a summary of a person’s past experience; thus, an
attitude is grounded in direct experience predicts future behaviour more accurately.
Moreover, direct experience makes more information available about the object itself.
5. Multiplicity: It refers to the amount of features creating the attitude. For example,
one may show interest in becoming a doctor, but another not only shows interest, but
also works hard, is sincere, and serious.
6. Relation to Needs: Attitudes vary in relative to requirements they serve. Attitudes of
an individual toward the pictures serve only entertainment need but attitudes of an
employee toward task may serve strong needs for security, achievement, recognition,
and satisfaction.
Components of Attitude
The three components of attitudes are:

1. Cognitive component;
2. Affective component; and
3. Behavioural component.

Cognitive Component

This component includes the beliefs an individual has about a certain person, object, or
situation. The belief that "discrimination is wrong" is a value statement. Such an opinion is
the cognitive component of an attitude. Learned beliefs, such as "you need to work long
hours to get a head in this job", lead to attitudes that have an impact on behaviour in the work
place. The cognition component of an attitude, reflects a person’s perceptions or beliefs.
Cognitive elements are evaluative beliefs and are measured by attitude scales or by asking
about thoughts. The statement "I believe Japanese workers are industrious, "reflect the
cognitive component of an attitude. The cognitive component sets the stage for the more
critical part of attitude - its affective component.

Affective Component

This component refers to the person's feelings that result from his or her beliefs about a
person, object or situation. A person who believes hard work earns promotions may feel
anger or frustration when he or she works hard but is not promoted. The affective component
becomes stronger as an individual has more frequent and direct experience with a focal
object, person or situation. Affect is the emotional component of an attitude.

It refers to an individual's feeling about something or someone. Statements such as "I like
this" or "I prefer that" reflect the affective component of an attitude. Affect is measured by
physiological indicators such as galvanic skin response (changes in electrical resistance of
skin which indicate emotional arousal) and blood pressure. These indicators show changes in
emotions by measuring physiological arousal. If an individual is trying to hide his or her
feelings, this might be shown by a change in arousal.

Behavioural Component

This component refers to the individual's behaviour that occurs as a result of his or her
feeling about the focal person, object or situation. An individual may complain, request a
transfer, or be less productive because he or she feels dissatisfied with work. The behavioural
component of an attitude refers to an intention to behave in a certain way toward someone or
something.

For example, our attitudes towards women in management may be inferred from an
observation of the way we behave toward a female supervisor. We may be supportive,
passive or hostile depending on our attitude. The behavioural component of an attitude is
measured by observing behaviour or by asking a person about behaviour or intentions.
Activities Involved

1. The group members started brainstorming on how to execute a practical case study
with respect to the allotted topic.
2. Decisions were taken regarding different activities to be performed by individuals in
the group.
3. The idea was explained to a trust in order to get permission for carrying forward the
project on a real basis.
4. “Feed the Poor” – name was assigned to the activity.
5. Video Devices were used for analysing the activity and designing the conclusion at
the end of the project
6. A case study regarding the behaviour and attitude of the students of Harvard Business
School and was applied on the students of The Business School – Jammu University.
Brainstorming Session

Inputs given by different group members

The idea of practical experiment was given by Akash Gupta and stated the idea should be
conducted among common people in which one of the member of the group will be recording
videos of people from whom beggars will be asking for money and then the other group
members will be doing the same thing but in uniforms with the cause “FEED THE POOR”
and the attitude and response of people would be evaluated based on the responses received.
The design of framework of the assignment was explained by Anmol Gupta and how the
interacting with people session will be conducted
The idea of conducting a survey in the organisation was given by Palakdeep Kour and stated
that organisation’s behaviour will be analysed based on the responses of the questionnaire.
Paras Pandoh gave location ideas for conducting the “Feed the Poor” project and stated that
an educated audience is required for conducting the project.
Manasvi Suri researched on a case study of Harvard Business School and prepared the same
for conducting in The Business School – Jammu University.
The Chosen One
At last the idea of Feed the Poor project was chosen and the location decided was Bahu plaza
for an educated audience. Names and behaviour of different people involved in the Feed the
Poor project were duly noted. Noting difference between demanding donation in a proper
uniform and attitude of people towards the beggar was the main motive of the project. At last
the case study prepared by Manasvi will be conducted among the students of The Business
School- Jammu University.
Objectives
 To study the attitude of different individuals based on dress up and approached
person.
 To study the attitude of individuals based on gender biasness.
 To study the attitude based on the profession of different individuals.
 To study the attitude based on income level of donors.
RESEARCH METHODOLOGY

1. Data analysis tool: Data analyzed and validated using video recordings to compute
various
values

wherever it is necessary.
3. Area of the study: Bahu Plaza.

4. Sample size: 20 donors

5. Sample unit: General Public.

Major Responses
Name: Manish (Red FM)
Nature: The person with the most positive attitude.
He was a mindful listener and eagerly listened about the content.
He reacts the same with the beggars and dress up didn’t affect him much.
Name: Amrik Singh
Nature: Too talkative kind of person.
He gave money just for the sake of giving it and was too engaged in asking questions which
were not related to the main content but exaggerating the issue.
Name: Kishore Kumar
Nature: Normal attitude
He was concerned about the topic and gave the money with the condition of money being
used for education purposes.
Name: Pranav Gupta
Nature: The person was polite.
He didn’t gave the money stating that some part of his salary is deducted every month for
donation in social purposes.
Name: Karamveer
Nature: The person had a diplomatic nature.
He called the female members to HDFC bank and was judging regarding the MBA students
being part of a activity which involved donations.
Name: Mahika
Nature: The girl had a positive vibe.
She was a student accompanying her friend and gave the money after listening to the content
and purpose of donation.
Name: Kuljeet Singh
Nature: The person was ignorant.
He didn’t like to donate and was not interested to listen to the content and motive for
donation.
Name: Gulzar Hussain
Nature: The person was generous.
He was a security guard and listened to our purpose and gave the money despite having low
salary.

Findings
1. People believe that funds are not utilised properly, so they decided not to donate.
2. People refused because of the reason of non-availability of change.
3. Some people in response to the cause “Feed The Poor” donated actively.
4. Many employees were ignorant and walked away.
5. People were listening more to females in comparison to the males.
6. People gave more money when female members approached to them.
7. Most of the people took time to talk to the members while the beggars were not given
that much attention.
8. Beggars were not given money when they approached the people.
9. Some people were abusive towards beggars but that was not in case of properly dressed
persons.
10. Some people tried physical violence to get rid of the beggars.
11. Some people gave the money to the beggars so that they don’t follow them.
12. Few people were generous towards the beggars and donated seeing their condition.
Conclusion
The project “Feed the Poor” lead us to the conclusion that educated people listen to the
concept from educated people mostly and they ignore the beggars. Society can be developed
but there is need for more educated society. People depict gender biasness and are friendlier
towards females. Most people ignore beggars as they become pushy. The society shows
different attitudes based on the dress up, education and gender.
CLASSROOM ACTIVITY

NO. OF STUDENTS: 20 TO 30
OBJECTIVE OF THE STUDY: TO DEVELOP A POSITIVE ATTITUDE
AND MINDFULLNESS IN THE STUDENTS
TIME: 10-15 MINUTES

ACTIVITY:

Make a group of 20-30 students allow them to stand in a circle. Make them hold their hands
in such a way that the right hand is in giving position while the left hand is in receiving
position.

Now the students are in the holding hand position and standing in a circular group. When the
positions are fixed, the next step is dictating the DO’S and DONT’S. In whole of the activity
the students are asked to do four activities either to step in or to step out or move to the right
or move to the left.

EXPERIMENT:

PHASE NO.1: SAY WHAT I SAY AND DO WHAT I SAY

EXAMPLE:
AS I SAY STEP IN. THE STUDENT MUST STEP IN AND REPEAT THE WORDS STEP
IN.

PHASE NO.2: SAY WHAT I SAY AND DO OPPOSITE OF WHAT I SAY

EXAMPLE:
AS I SAY STEP IN. THE STUDENT MUST STEP OUT AND REPEAT THE WORDS
STEP IN.

PHASE NO.3: SAY THE OPOSITE OF WHAT I SAY AND DO WHAT I SAY
EXAMPLE:
AS I SAY STEP IN. THE STUDENT MUST STEP IN AND SAY THE WORDS STEP
OUT.

EXPECTED RESPONSE:
THE STUDENTS USUALLY HAVE LESS PRESENCE OF MIND WILL DO
SOMETHING WRONG.

CONCLUSION:
One should gave a positive attitude of doing the things this game was too easy all what
requires is positive attitude, willingness to do and mindful listening. In the same context, we
should have positive attitude and mindful listening in our daily life and classroom lectures.