Attitude is a positive, negative or mixed assessment of an object, expressed with a certain degree of strength. It is an expression of a positive or negative assessment of a person, place, thing or event. These are fundamental factors that determine our perceptions and actions in relation to all aspects of our social environment.
Attitudes involve a complex organization of beliefs, feelings, and dispositions to judge certain actions. One person’s attitude forms a permanent pattern, and changing one’s attitude may require difficult adjustments from many others.
Consequently, the company is better at adapting its product to existing attitudes than trying to change people’s attitudes. Attitudes can be defined as learned tendencies to respond to an object or class of objects in a consistently favourable or unfavourable manner.
What Do You Mean by Attitude?
In short, an “attitude” is a person’s view of something. More specifically, “attitude” can be defined as the mental state of a person that prepares him for a reaction or causes him to behave in a predetermined way. This is a truly acquired feeling. Attitude is a mixture of beliefs and feelings that people have about certain situations, ideas, or other people.
“Attitude is the willingness to respond to certain organizations, individuals or objects in a sequential manner that has been internalized and has become a specific way of responding. Attitude reflects a person’s general inclinations and feelings, prejudices, assumptions, thoughts, fears, threats and any other specific subject.” – Frank Freeman
Types of Attitudes in Organizational Behavior
1# Job Satisfaction
Job satisfaction is a person’s level of satisfaction with their job. This feeling is mainly based on the perception of satisfaction. A person with a high level of job satisfaction has a positive attitude towards work, while a person who is not satisfied with a job has a negative attitude towards work.
A person with a negative attitude shows a tendency to anxiety, stress, irritability, stress, etc., while people with a positive attitude will feel satisfied with themselves, others and their work. In general, a high level of job satisfaction is seen as a positive attitude towards work, and vice versa.
When people talk about employee attitudes, most of the time they talk about job satisfaction. In fact, they are used interchangeably. People with a negative outlook exhibit a temperament that is prone to anxiety, stress, irritability, suffering, etc. People with a positive outlook may feel happy with themselves, with others, and their work.
A person who psychologically identifies himself with his job and is considered important to his self-esteem. They found that higher job engagement was associated with fewer absenteeism and fewer layoffs.
2# Job Involvement
Job involvement refers to the degree to which a person identifies (psychologically) with their job, actively participates, and believes that their perceived performance is important to self-esteem. Involvement refers to the degree to which a person psychologically identifies their work and is accounted for.
However, it predicts more frequent commuting than absenteeism, as did the former by more than 16%. It is forecasted more stable revenue than absenteeism, following up to 16% earlier variances.
3# Organizational Commitment
The approach to work ultimately reflects the commitment of the organization. It is understood that you identify with your organization and take pride in being its employees. It is defined as a state in which an employee identifies a specific organization and its goals, and the organization wants to retain membership.
Various studies show that an individual’s level of organizational commitment is a better indicator of income than a much more commonly used job satisfaction predictor, explaining how 34% changes.
In general, turnover and absenteeism are low when employees are committed to the organization.
Components of Attitude
- Cognitive Component
Belief is the cognitive component of consumer attitudes. The cognitive component of an attitude is associated with a value statement. It includes values, beliefs, ideas and other information that a person can believe in.
Brand associations are active in raising brand equity and they are achieved through various positioning strategies. Through brand associations, marketers create and influence favourable brand perceptions and unfavourable competitive perceptions.
- Affective Component
Affective is an emotive component of consumer attitudes. The affective component of an attitude refers to a person’s feelings for others, which can be positive, neutral, or negative.
Three research models describe the determinants of affective response.
- Functional relationship theory explains that consumer purchases are the result of one of four psychological functions: adjustment, self-defence, expression of values, and application of prior knowledge.
- The Fishbein model links consumer beliefs and evaluations with affective responses: if beliefs are strong and desirable, then affective responses are positive.
- The Belief Importance model analyses the emotional responses of competing brands.
- Behavioural Component
Intention is the behavioural component of a consumer’s attitude. The behavioural component of an attitude is associated with the influence of various conditions or situations on human behaviour based on cognitive and affective components.
Two research models demonstrate the relationship between the intention to make a purchase and the actual purchase and consumption.
- Rational action theories explain buying behaviour as a direct result of intention, influenced by attitudes towards buying action and subjective norms.
- Consumer intent theory explains the actual consumption behaviour of shoppers and provides information on establishing and maintaining long-term relationships with consumers.
Hope you understood the three different types of attitudes in terms of organizational behaviour. Let us know your views in the comment section down below!