Attitude (Part I)

Question 1

Define Attitude

Answer 1

Attitudes are favorable or unfavorable evaluative statements about objects, people or events

Question 2

Expand on what an attitude is

Answer 2

Attitudes are formed as a result of our perception and have a very significant impact on the ultimate success of the organization. With an attitude we’re interpreting what we think we see

Question 3

Attitude structure

Answer 3

The cognitive, emotional and behavioural components of an attitude are closely related

Cognitive Component: The opinion or belief segment of an attitude

Affective component: the emotional aspect of an attitude and concerns how you feel about something

Behavioral Component: this is the part of an attitude that guides behaviour. its your intention to behave in a certain way

Question 4

Attitude certainty and behaviour

Answer 4

A persons sense of conviction about a belief, opinion or attitude they hold. Its the catalyst that turns attitude into action

when people are certain of their attitudes theyre attitudes become more deeply ingrained and more resistant to change

Question 5

Functions of attitudes [ Why are attitudes held?}

Answer 5

attitudes are held for the following psychological reasons:

Knowledge Function, Unitarian Function, Ego- defensive function and Self expressive function

Knowledge function:

Question 6

Knowledge function

Answer 6

people mentally organize the world so that its understandable. This knowledge provides people with a frame of reference.

Question 7

Unitarian Function [A.K.A. The instrumental/adjustive function}

Answer 7

Can be shaped by previous negative or positive experiences and directs people towards rewards while keeping them away from punishment.

Makes sure people get the most out of social situations and achieve identified goals.

Question 8

Self-Expressive function

Answer 8

Provides people with self-identity. Allows individuals to tell others the sort of person they are and the central values they hold.

Question 9

Ego defensive function

Answer 9

Our ‘protection mechanism’. If we have a particular attitude we can use it to protect our sense of self.
If we have an attitude that its always someone else’s fault it protects our ego.

Question 10

define cognitive dissonance

Answer 10

Any inconsistency between two or more attitudes or between attitude and behavior

Question 11

Expand on cognitive dissonance

Answer 11

Any form of inconsistency is unpleasant so individuals will attempt to reduce it. They will do this by changing the attitude, changing future behavior or rationalize the inconsistency.

Question 12

Leon Festinger suggested that the need to reduce dissonance depends on 3 factors

Answer 12

THE IMPORTANCE OF THE ELEMENTS CREATING DISSONANCE: Individuals become more motivated to reduce dissonance when the attitudes are important

THE AMOUNT OF CONTROL WE HAVE OVER THE ELEMENTS CREATING DISSONANCE : Individuals become more motivated to reduce dissonance when they believe the dissonance is due to something they can control

THE REWARDS OF DISSONANCE:
Individuals will find dissonance less distressing when its paired something nice E.g. A higher pay raise than expected

Question 13

Moderating Variables

Answer 13

The most powerful moderators of the attitudes-behavior relationship are direct experience, social pressures, accessibility, general or specific connection to behavior and the importance of the attitude

Question 14

Direct experience

Answer 14

the attitude-behavior relationship is likely to be much stronger if the attitude is something we have direct experience with

Question 15

Social pressures

Answer 15

inconsistencies between attitudes and behaviours tend to appear when social pressures to behave in a certain way are introduced

Question 16

Accessibility

Answer 16

Attitudes that our memory can easily access are more likely to predict our behaviour. Youre more likely to remember attitudes you frequently express

Question 17

Connection to behaviour

Answer 17

specific attitudes predict specific behaviour {E.g. asking someone about their intention to stay in the company for the next six months is a good way of predicting turnover for that person}

while general attitudes predict general behavior {Overall job satisfaction would better predict a general behaviour}

Question 18

The importance of the attitude

Answer 18

important attitudes reflect our central values, self-interest or identification with people/groups we value.
These attitudes are strongly linked to our behaviour