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ONLY 10% OF
ANY ICEBERG
IS VISIBLE.
THE
REMAINING
90% IS
BELOW SEA
LEVEL.
THE ICEBERG
VISIBLE 10 %
ABOVE SEA LEVEL
SEA LEVEL
INVISIBLE
BELOW SEA LEVEL
90 %
KNOWN
TO OTHERS BEHAVIOR
SEA LEVEL
UNKNOWN
TO OTHERS
ATTITUDE
MOTIVES – ETHICS - BELIEFS
An attitude is a
predisposition to
act or feel a
certain way
towards a person
or thing.
Meaning:-
Attitudes are the beliefs, feelings and behavioral
tendencies held by a person
about an object, person and feeling.
◦ Behavioral tendency
(What I know)
◦ Cognitive
(How I behave)
AFFECT
Affective component of an attitude of an attitude, The opinion or
belief segment of an attitude.
Affective (Emotional)
◦ Pretty label
◦ I like those teddy bear presenters
Behavior (Action)
◦ Intention to purchase/not to purchase
19
COMPONENTS OF ATTITUDE
Cognitive Beliefs
Affective
Stimuli Feelings Attitude
Behavioral
Behavioral
Intentions
Source of persons Attitude
Formation.
Family. Friends
Perceived organizational
support
Employee engagement
WHAT CAUSES JOB
SATISFACTION?
Work itself – the strongest correlation with overall satisfaction
Pay – not correlated after individual reaches a level of
comfortable living
Advancement opportunities
Supervision
Coworkers
A person’s personality
Job satisfaction
of organization.
DIMENSION
OF ORGANIZATIONAL
COMMITMENT
Affective commitment-
commitment emotional attachment
with the organization.
Continuous commitment-
commitment continue because of
benefits.
Normative commitment-
commitment continue because it
is considered good to stay on.
Conclusion