Objective of The Chapter

 Concept of attitude
 Types of attitude
 Attitude formation
 Determinants of attitude
 Changing attitude
1. Lost his job
2. Got defeated for legislature
3. Started business and failed
4. Wife died of a fatal disease
5. Experienced nervous breakdown
6. Contested in election for speaker in legislature and lost

7. Tried for nomination in a political party and lost

8. Applied for post of land officer and didn’t get it

9. Contested for senate and lost

10. Contested for vice president and lost
11. Again contested for senate and lost
AND TWO YEARS LATER…..
GOT ELECTED AS PRESIDENT OF AMERICA

ABRAHAM LINCOLN
 Attitude
Preparation
Perseverance
Respect
Honesty
Integrity
Courage
Appreciation
Self-Control
ATTITUDE
Empathy Approaching everyday with enthusiasm,
Gratitude confidence and a positive outlook
Tolerance
Duty
Loyalty
Responsibility
Compassion
Leadership
Character
 Attitude Attitude

MATTIE
Preparation
Perseverance
Respect
Honesty
Integrity
Courage
STEPANEK
Appreciation
Self-Control
Empathy
Gratitude
Tolerance
Duty
Loyalty
Responsibility
Compassion
Leadership
 Attitude Attitude
Preparation
Perseverance
Respect
MATTIE STEPANEK
Honesty
Mattie was a young boy who became a famous poet at
Integrity
the age of 10.
Courage
Appreciation He was good friends with Oprah Winfrey and Jimmy
Self-Control
Carter.
Empathy Mattie’s first book was titled Heartsongs.
Gratitude
Mattie died in 2004 at the age of 13.
Tolerance
Duty This is the most emotional chapter in the book. While
Loyalty he is an inspirational person, the chapter makes many
Responsibility people cry.
Compassion
Leadership
 Attitude Attitude
Preparation
Perseverance
Respect
MATTIE STEPANEK
Honesty
Integrity “The disease is a curse at first
Courage
Appreciation
sight, but I wouldn’t be me without
Self-Control it. I haven’t given up.
Empathy
I don’t sit in the corner and cry
Gratitude
Tolerance about my life. I thank God for life.
Duty
Loyalty
I make the fullest of it.”
Responsibility
Compassion
Leadership
 Attitude

It express an individual’s positive and

negative feeling about some objects. It
describes an individual’s feelings, thoughts
and predisposition to act toward some object
in the environment.
Attitudes

An attitude is a
predisposition to act or
feel a certain way
towards a person or
thing.
Attitudes Situation
? have an emotional charge +
or – Attitude
? Reflects how one feel about
something
? occur within a situation
? can not be measured
directly

self reporting or inference
? are learned
? not temporary - more or less
enduring
 Attitudes are learned
? In the absence of existing attitude we are open
to suggestion

Something
Positive result
(object of attitude)
Goal achievement

Formation of a + attitude
Attitude to object vs attitude to a
behaviour

? The attitude-toward-object model


Attitude is function of evaluation of product
-specific beliefs and evaluations
? The attitude-toward-behavior model

Is the attitude toward behaving or acting with
respect to an object, rather than the attitude
toward the object itself
? Object: BMW car
? Behaviour: purchasing a BMW
 Components of attitudes
 Informational and cognitive framework
 Emotional and affective framework
 Behavioral framework

Information and Affective and Behavioral

cognitive components emotional components cognition

Attitude

Attitude object
Tri component Attitude Model (ABC)


Affect (How I feel
about it)plus

Behavioural
tendency (Conative), AFFECTIVE Behaviour
plus
(Feeling) CONATIVE

Cognitions (what I
think or know) about
likely consequences
of behaviour COGNITIVE
Knowledge
 Representations of Attitude

 Attitude and Opinion – opinion is what you

think about something and attitude is how you
express that opinion
 Attitude and Beliefs- organization of
perception and cognition
 Attitude and Values – cognition of an
individual that a certain mode of conduct is
socially preferable to other modes of conduct
 Types of Attitudes

Organizational
Job Satisfaction Job Involvement
commitments

Attitude

OB
 Types of Attitudes
Job satisfaction – general attitude towards his/her job
Job involvement – the degree to which a person identifies
with his/her job, actively participates in it and considers
his/her performance important to self worth
Organizational commitment – the degree to which an
employee identifies with a particular organization and its
goals and wishes to maintain membership in the
organization
 Types of Attitude

 Job satisfaction: conditions

 Work itself, Pay, Promotion opportunities,
supervision, coworker, working conditions
 Job satisfaction: Outcomes
 Productivity
 Turnover
 Absenteeism
 Formation of Attitude

? Direct personal Experience

? Classical conditioning
? Operant conditioning
? Vicarious learning
? Association
? Family and peer groups
? Neighborhood
? Economic status and occupation
? Mass communication
Changing Attitudes
 Ot
he
r
The Environment ing nt
Be Pe n g me
ha op a
vio le’s Ch iron
r n v
E

Negative Work Ouch!

YOU
Past
Environment Experiences

De
t ive w t er
ga Vie Th min
e
N rld eo ism
o ry
W

Beware the Bullets!

 Negative Work
Environment

- Dog eat dog . . . everyone fighting to get ahead

- No one appreciates your contributions
- Too much work . . . not enough help
- Deadlines are unrealistic
- Longer hours . . . additional work
- Budget Constraints
- Competition is eating us alive
- Poor management / direction
- Job insecurity
 Other People’s
Behavior

Gossips
Bulldozers Complainers

Patronizers Whiners Negatives

Snipers Backstabbers
Clams
Clams
Walking Wounded Controllers
Sluffers Brown Nosers Exploders
 Changing
Environment
“The only person who always
likes change is a wet baby”

CHANGE . . .
 Challenges our
paradigms
 Alters the way we think
 Makes life more difficult
for a while
 Causes Stress
 Is an ongoing fact of life
 Past
Ouch! Experiences

Ouch!
Ouch! Ouch!
Ouch!
Ouch!

Ouch!

Ouch! Ouch!
 Negative
World View

Media Frenzy
 Determinism
Theory

 GENETIC: My Grandparents did it to me.

(Inherited traits)
 PSYCHIC: My Parents did it to me.
(Upbringing)
 ENVIRONMENTAL: My Spouse, my Boss,
the Company, the Economy, etc.. is doing this
to me. (Surroundings)
 Life’s Little Question

“Are some
“Are some peoplepeople just just born
born positive
positive
thinkers
thinkers
.. .. .. or
or is
is itit their
their CHOICE?”
CHOICE?”
Choose the Right Luggage

ul l ets
Dod ge B
Be Bulletproo
f
The Problem With Dodging Bullets
You’re going to get hit!
Choice #2
Wear Bulletproof Armor
Bulletproof
Bulletproof Armor
Armor
Comes
Comes from
from
SELF CHANGE
 Putting
Putting on
on the
the
Armor
Armor

n g e
Cha gs!
hi n
3T
How to Change Your Attitude

ATTITUDE
ATTITUDE
Changes happen
personally
from the
INSIDE OUT!

ATTITUDE
ATTITUDE
So . . . Accept Responsibility

I am responsible . . .
. . . for who I am
. . . for what I have
. . . for what I do

I T U
U D
DEE
TT
ATT
A I T
 Step #2 Take Control

Negative
YOU
world view

ATTITUDE
ATTITUDE FROM THE INSIDE . . . OUT!
How to Change Your Thinking

THINKING
THINKING
Changes come
from observing
logically in
every situation

TTHHIN
INKKIN
ING
G
 Observe Your Thinking
hi s
t
Wh l et
def at ca e to
use n I us e!
thi do t e f
s? o I r ok m
ho
This is all very Tomorrow it will
interesting look very different.
e …
th It s
a t uc k
e s to
t ob be h
i
il ke m.
I’d

THINKING
THINKING
 Manage Your Self-Talk
If you think you Can, or you think you Can’t…
YOU’RE RIGHT! Henry Ford

This is going to be This is going to

a wonderful day! be a crappy day!

THINKING
THINKING
How to Change Your Behavior

BEHAVIOR
BEHAVIOR
Changes take
true assessment,
determination &
discipline

BEHAVIOR
BEHAVIOR
 Choose Your Behavior
REACTIVE

Stimulus Response

RESPONSIBLE

My My
Stimulus Choice Response

BEHAVIOR
BEHAVIOR
Steps Toward Changing Behavior

The
TheNew
NewYOU!
YOU!

BEHAVIOR
BEHAVIOR

4. Unconscious Competence

3. Conscience Competence

2. Conscience Incompetence

1. Unconscious Incompetence
INFLUENCE YOUR ENVIRONMENT!
Add POSI +IVE Behavior
Replace the BAD HABITS!
• Spread a SMILE around
• Sprinkle some “positive” on the negatives
• Focus on the good of each day
• Stay out of the “feeding frenzies”
• Say “please” and “thank you”
• Practice EMPATHY
• Evaluate YOUR behavior
• Never miss an opportunity to complement
BEHAVIOR
BEHAVIOR
 More POSI +IVE Contributions
• Before you say anything to anyone, ask
yourself three things
1. Is it true?
2. Is it harmful?
3. Is it necessary?
• Keep promises
• Have a forgiving view of people
• Keep an open mind with changes
• Count to 1000 if necessary
• See criticism as opportunity to improve
• Cultivate your sense of humor
 The Choice is YOURS

With a Bad attitude

you can never have a positive day

With a Positive attitude

you can never have a bad day
 +IVE Living
Choose POSI
Barriers to changing attitude

? Prior Commitments
? Cognitive dissonance
? Insufficient information
Ways to overcome these barriers:
 Changing one’s one attitude
 Changing employees’ attitudes

? Feedback
? Providing new information
? Use of fear
? Resolving discrepancies
? Influence of friends and peer
Ways to overcome these barriers:

 Characteristics of the communicator

 Status and prestige
 Whether communication is biased or not
 Communicator is attractive and liked
 Method of communication
 Characteristics of the person to be influenced
 Situational factors
 Measurement

? Observation - difficult & time consuming

? Qualitative

pinpoint importnat attributes & issues

provide direction for further research
? Self reporting scales

Likert - degree of agreement with a statement

Semantic differential - opposite adjectives

Rank order scale

Constant sum scale
Attitude Profiling

? Single component

One dimensional based on feelings

Healthy vs unhealthy breakfast

Popular in commercial market research

Could be a lot more specific
? Multi attribute methods

What are key ATTRIBUTES used to judge
something

Rate the brands on these attributes

How important is each attribute?
Multiattribute model
This college has great facilities
Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly

Teachers at this college are highly professional

Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly

Courses are recognised by employers

Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 4 5 6 7 strongly

College is easy to get to

Disagree |__|__|__|__|__|__|__| Agree
Strongly 1 2 3 4 5 6 7 strongly
Snake diagrams

Full time Marketing students' evaluation of subjects Sem 2/04

BS BS LS 306A
BS BMKG604A
BS BMKG404A
BS BMKG406A
BS BADV605A
BS BCMN310A
BS BCMN310A
BS BMGT608A

Qu e s t i o n n a i re i t e m

Fishbein type models SUM of Score X Importance on all attributes