TRAINING FOR ATTITUDES

BY N.K.Shrivastava

Attitude
Attitudes are likes and dislikes favourable or unfavourable evaluations of and reactions to objects, people, situations, or any other aspects of the world including abstract ideas and social policies

Beliefs

+
Value

ATTITUDE

Intention to Behave

Behaviour

Three Components
Conative Cognitive (Informational, beliefs) Not Visible Affective (emotional, feelings) (behavioural tendencies to behave in a particular way) Observable

Functions
Attitudes help to predict behaviour

Attitudes help people to adapt to work environment

Functions
Adjustive Function
To adjust to work environment

Ego-Defensive
To defend their self image

Value Expressive
Provide people with a basis for expressing their values

Knowledge
Help supply standards and frame of reference that allow people to organise and explore the world around them

Psychologica l Factors

Direct Experience

Determinants of Attitude

Institutions

Social Communication

Compliance

Psychological Process Identification

Internalization

Conformity

Behavioural Process Innovation

Rebellion

Attitudes & Behaviour

Personality
Values Attitude Beliefs/ opinion Perception

Behaviour

FIRST SET
POSITIVE ATTITUDES WILL CIRCUMSCRIBE ATTITUDE TO SELF ATTITUDE TO LEARNING AND CHANGE

 ATTITUDE TO SIGNIFICANT OTHERS

SUPERIORS, COLLEAGUES AND SUBORDINATES OUTSIDE EXPERTS INTERNAL CUSTOMERS EXTERNAL CUSTOMERS (PEOPLE TO BE SERVED)

SECOND SET
ATTITUDE TO QUALITY OF SERVICE ATTITUDE TO INNOVATIVENESS AND CREATIVITY

DIMENSIONS OF EXCELLENCE OF SELF

PHYSICAL SELF SOCIAL SELF EMOTIONAL SELF THINKING SELF SPIRITUAL SELF SELF CONCEPT SELF IDEAL

ATTITUDE TO ORGANISATION
VISION MISSION TARGETS CULTURE(NORMS/VALUES/TRADI TIONS) INFRASTRUCTURE ENVIRONMENT (PSYCHOLOGICAL& PHYSICAL)

NEGATIVE ATTITUDES
CRITICISING ORGANISATION IN PUBLIC PLACES ALWAYS FIND FAULTS IN THE ORGANISATION TAKING JOB CASUALLY HIDING CAPACITY TO PERFORM SETTING LOW TARGETS CONCEALING INFORMATION FROM OTHERS GANGING UP AFAINST SOMEONE GENERATING FALSE REPORT TO PLEASE TOP MANAGEMENT PREFERENCE FOR COMFORTS AND POMP & SHOW NEVER SERIOUS ABOUT SAFETY

ATTITUDE TO LEARNING AND CHANGE

I AM TOO OLD TO LEARN. LEARNING IS RESTRICTED TO SCHOOLS & COLLEGES ONLY. BECAUSE WE GET DEGREE/DIPLOMA CERTIFICATE. NOBODY IS A POTENTIAL SOURCE OF LEARNING FOR ME. IF I LEARN, I WILL BE OVER BURDENED WITH WORK. IF I SHARE MY WILLINGNESS TO LEARN, PEOPLE WILL FEEL THAT I AM A WEAK PERSON. I LEARN FOR OTHERS NOT FOR MYSELF. I DO NOT GAIN ANYTHING BY LEARNING. WHATEVER I HAVE LEARNT IN PAST IS SUFFICIENT FOR ME TO BE EFFECTIVE EXECUTIVE.

SIGNS OF EMOTIONAL DETERIORATION

 INCREASING DISTRUST OF OTHERS

EMOTIONAL FATIGUE

AN INCREASING DEPENDENCE ON OTHERS

FEELINGS OF INFERIORITY

FREQUENT SPELLS OF ANXIETY

 THE DESIRE TO REGRESS BACK TO AN EARLIER AGE LONG-LASTING FEELINGS OF ANGER AND HOSTILITY LONG-LASTING IRRITABILITY FREQUENT PERIODS OF SADNESS OR DEPRESSION SOCIAL WITHDRAWAL CHANGES IN APPETITE FOR NO PHYSICAL REASON

TEN COGNITIVE DISTORTIONS WHICH GIVE RISE TO NEGATIVE EMOTIONS

 OVER GENERALISATION:
CLINGING ON TO ONE NEGATIVE INCIDENT AND EXPECTING IT TO HAPPEN ALL THE TIME

LABELLING :
CRITICISING AND LABELLING INSTEAD OF THE MISTAKE THE PERSON

BENOCULAR TRICK:
MAGNIFYING YOUR MINIMISING OTHERS OWN PROBLEM,

 ALL OR NOTHING THINKING:

CLASSIFYING PEOPLE INTO GOOD OR BAD.

EMOTIONAL REASONING:
EXAGGERATED THINKING NEGATIVE CONSEQUENCES INCIDENTS. ABOUT THE OF SMALL

PERSONALISATION:
BLAMING YOURSELF FOR OTHERS MISTAKES.

 DISQUALIFYING THE POSITIVE :

WHERE BAD THINGS COUNT, GOOD THINGS DONT.

SHOULD THINKING:
EXCESSIVE EXPECTATIONS OF WHAT SHOULD HAPPEN.

FORTUNE TELLING ERROR:

JUMPING TO WRONG CONCLUSIONS.

MENTAL FILTER:
WHERE 10 INCIDENTS HAPPEN BUT YOU KEEP THINKING OF THAT ONE NEGATIVE INCIDENT.

GENERALISED INDICATORS OF DEPRESSION

 GENERAL SADNESS OR DEPRESSION

LOSS OF ENERGY, LETHARGY

LOSS OF INTEREST IN RELATIONSHIPS

LOSS OF INTEREST IN MANY ACTIVITIES

INABILITY TO CONCENTRATE

 POOR APPETITE

WEIGHT LOSS
GUILT FEELINGS

POOR SELF-CONCEPT
LOSS OF SELF-ESTEEM

PERSONALITY DISORDERS

Antisocial Personality Disorder (A.P.D.)

 INTIMATE SOCIAL RELATIONSHIPS

DISHONEST

OFTEN VIOLENT
EXPERIENCES LITTLE GUILT ABOUT BREAKING

PERSONALITY DISORDERS

NARCISSITIC PERSONALITY DISORDER (N.P.D.)

 UNREALISTIC SENSE OF SELF IMPORTANCE PREOCCUPIED WITH FANTASIES OF FUTURE SUCCESS REQUIRES CONSTANT ATTENTION AND PRAISE

 REACTS VERY NEGATIVELY TO CRITICISM

EXPLOITS OTHERS FEELS ENTITLED TO SPECIAL CONSIDERATION LACK OF GENUINE CONCERN FOR OTHERS

PERSONALITY DISORDERS

Obsessive Compulsive Personality Disorder (O.C.P.D.)

 PERFECTIONISTIC
DOMINATING POOR ABILITY TO EXPRESS AFFECTION EXCESSIVE DEVOTION TO WORK INDECISIVE WHEN FACED WITH MAJOR DECISIONS

PARANOID PERSONALITY DISORDER

 SUSPICIOUS MISTRUSTS REACTS NEGATIVELY TO CRITICISM OVER SENSITIVE

EMOTIONS OF POWER
LOVE AND WARMTH APPRECIATION AND GRATITUDE CULTIVATE CURIOSITY FEELING OF EXCITEMENT AND PASSION DETERMINATION

 ATTITUDE OF FLEXIBILITY CONFIDENCE SELF-ESTEEM VITALITY

II. How Do Attitudes Change?

How do Attitudes Change?

Attitudes may be very changeable; changes are frequently due to social influence.

How do Attitudes Change?

Changing Attitudes by Changing

Behavior: Cognitive Dissonance Theory Revisited
Attitudes may change due to the cognitive dissonance that results from behavior that appears to have insufficient internal justification; changing the attitude to correspond with the behavior provides an internal justification.

How do Attitudes Change?

Changing Attitudes by Changing

Behavior: Cognitive Dissonance Theory Revisited
Counterattitudinal advocacy is hard to induce on a mass scale, so people usually attempt to change the attitudes of the masses through persuasive communications.

How do Attitudes Change?

Persuasive Communications and

Attitude Change
The study of persuasive communication by social psychologists began with the Yale Attitude Change approach, which examines the conditions under which people are most likely to change their attitudes in response to a persuasive appeal and focuses on who said what to whom.

How do Attitudes Change?

Persuasive Communications and

Attitude Change

How do Attitudes Change?

Persuasive Communications and

Attitude Change
Two influential theories, Chaikens heuristicsystematic persuasion model and Petty and Cacioppos elaboration likelihood model have tried to specify when people will be more influenced by message content and when they will be more influenced by superficial characteristics of the message.

How do Attitudes Change?

Persuasive Communications and

Attitude Change
Both theories state that under certain conditions, people are motivated to pay attention to and think about the facts in a message; this is referred to as the central route to persuasion.

How do Attitudes Change?

Persuasive Communications and

Attitude Change
Under other conditions, people are not motivated to pay attention to the facts a message presents and only attend to superficial characteristics such as who delivers it and how long it is. In this case people may be influenced by the peripheral route to persuasion.

How do Attitudes Change?

Persuasive Communications and Attitude

Change

How do Attitudes Change?

Persuasive Communications and Attitude

Change

How do Attitudes Change?

Persuasive Communications and

Attitude Change
Which route to attitude change will people take? One determinant is the personal relevance of the topic. The more relevant the topic, the more people will take the central route to persuasion. Here, they will be influenced the most by the strength of the arguments.

How do Attitudes Change?

Persuasive Communications and

Attitude Change
Peoples motivation to listen carefully to message content may also depend on their level of need for cognition, the extent to which they seek out and think about information in their social worlds.

How do Attitudes Change?

Persuasive Communications and

Attitude Change
The route to attitude change also depends on peoples ability to pay attention to the arguments. The more distracted people are, the more they will take the peripheral route.

How do Attitudes Change?

Persuasive Communications and

Attitude Change
Attitude change will be more long-lasting if it occurs through the central route.

How do Attitudes Change?

Emotion and Attitude Change

In order to get people to use the central processing route, you need to get their attention. This can be done by playing to their emotions.

How do Attitudes Change?

Emotion and Attitude Change

However, people want to preserve good moods, so they will avoid activities that might spoil their good mood. This means that people in good moods will often avoid paying close attention to a persuasive communication, because they think that doing so will lower their mood.

How do Attitudes Change?

Emotion and Attitude Change

Fear-arousing communications are most effective if they induce a moderate amount of fear and people believe that listening to the message will reduce this fear. If the message is too scary or not scary enough, it will fail.

How do Attitudes Change?

Emotion and Attitude Change

In the heuristic-systematic model of persuasion, when people take the peripheral route to persuasion they often use heuristics, e.g., length equals strength, or Experts are always right.

How do Attitudes Change?

Emotion and Attitude Change

How do Attitudes Change?

Emotion and Attitude Change

Emotions and moods themselves can be used as a heuristic; we ask ourselves How do I feel about it? and if we feel good, we infer we have a positive attitude. This can get us into trouble if the good feelings are due to something other than the attitude object.

How do Attitudes Change?

Emotion and Attitude Change

The central route to persuasion works well for cognitively based attitudes but not for affectively based ones. If an attitude is cognitively based, it is best to use rational arguments to change it.

How do Attitudes Change?

Emotion and Attitude Change

Affectively based attitudes can be changed using persuasive communications that are emotional.

How do Attitudes Change?

Emotion and Attitude Change

In general, advertisements work best if they are tailored to the kind of attitude they are trying to change.