Dr Lalith Senaweera

PhD(USA), MBA(Col),
B.Sc(Hons), FCQP-CQI(UK),
FRSS(UK), FASQ(USA)
Former Chair ISO DEVCO,
Former Director GeneralSLSI, Country CounselorASQ (USA)

Attitude which represent ones

belief, feeling and ideas , action,
tendency towards objects.
When a person feels about
something ,about a place,
commodity and a situation or an
idea is called attitude.

Nature of Attitude
Attitude are learned
It is the feeling ,Beliefs of
individual and groups.
These feelings and beliefs are
defined ones Predispositions
towards given aspects of the
world.
It is not permanent it changed

Components of Attitude

Cogniti
ve

Emotional
/
Affective
Compone
nts

Behaviora
l
Compone
nts

Cognitive Components- The Belief , Information,

Knowledge and information.
Eg-If a Person does not like or negative attitude
about the nuclear bomb ,In interview if he asked
about the nuclear bomb he give negative points
only means he does not like the nuclear bomb that
means his belief and information is negative for
that.
Affective Components- Feelings, Sentiments and
moods of emotions towards a particular object
Eg-Wanted to go for a night shift job rather that a
General Shift Job
Behavioral Components-Way of thinking ,Behaving
and feelings

Model of Attitude
Ideas
Belief
Information's

Positive
Negative
Feelings

Attitude

Attitude Objects

Tendency to behave

Functions of attitude1.Attitude is a determine function-Attitude determine the meaning

of what is seen in the environment may be good or bad means
favorable attitude has good meaning and unfavorable attitudes are
bad meaning.
2.Attitude is a contradictions means some time they give two
meaning words and diplomatic opinions about the same things.
3.Attitude is a adjustment function-Attitude provides a function to
adjust in the proper environment to adjust themselves in that
environment. Treated them badly negative attitude and treated
them good a positive attitude.
4.Ego Defense Function- Employees in organization want to protect
their own image and some negative attitude for the new comers and
they have ego defensive function when may not be changed.
5.Expressive FunctionIt provides someone values and self identity of a person
A Manager is belief in ethics so his attitude shows the voice of a
quality of work.

Family and
Peers Group

Classical
Condition

Mass
Communicatio
n

Attitude

Neighborhood

Economical
Status

Family and peer group-If the parents has a positive

attitude or negative attitude for a object the
children's will follow the same attitude.
Neighborhood-The Cultural Facilities,Relegious
group possible ethnic which is affect the attitude.
Economical Status-The economical status of an
individual change the attitude and belief towards
the Trade Unions and Workers and Manager is
different.
Mass Communication-The Medias like
TV,Radio,News Paper from which they got the
information's can changed the attitude.
Classical Conditions- When we belief that the
condition of the environment is good rather is bad
but we belief that it is good.

Attitude and Job Satisfaction

Lockes Model of Job satisfaction and Positive attitude
Organization
al factor
Outcome
Expected

Satisfied

Group
Factor
Outcome

Individual
Factor

Outcome
Received

Dissatisfi
ed

Organizational Factor for Positive attitude

Employees satisfaction-Provide them right salary
right Beahaviour.
Promotion and Fringe Benefits-Provide them benefits
for particular situation ,Incentives, Allowances
Welfare-Provide them education, Good working
Condition to make a good belief.
HRD-Provide them Training and development and
Rights .
Flexible working Condition-Working culture ,Job
Profile must be good for make a positive attitude

Group factorSize of the Group-Make Minimum member to avoid conflict and

maximize the positive attitude for the organization
Supervision-The head of the group must good administrative
skills and adequate behaviour is most important.
Individual FactorSelf-esteem-Means treat them as partner do not as workers and
their attitude is definitely positive.
Morale Improvement by giving them status no only Salary.
Make them interest in job to perform and a good positive
attitude

Cause dissatisfaction and Negative

attitude1.No Promotion and security of job
2.Less Salary and Unfair reduction.
3.Working Condition is poor.
4.Behavioural aspects are bad .
5.No Support from Management.
6.No welfare in Organization
Which Cause a Dissatisfaction and a Negative
attitude for the Organization

Exit

Leaving the Organization

Voice

Suggestion to Improve the Condition

Neglect
Loyalty
Go Slow and Negative attitude towards
work

Waiting for the improvement of the

Conditions

Function of Positive attitude

1.Maximize the Productivity.
2.Team Work.
3.Self Management and
Problem Solving.
4.Improve quality.
5.Reduce Stress.
6.Loayl to Organizations

Change your own attitude

1.Employee has to make positive attitude
(Belief, Proper Information and Ego)
2.Think about yourself and develop your
own attitude.
3.Listen others and develop the positive
attitude.
4.Get in to continuous development and
communication program
5.Build a self esteem and prestige
6.Stay away from negative influences.

Changing the attitude of Employees

1.Give feedback-Employees are told about their
negative attitude and if it is harmful and manager
needs to offer alternative attitude.
2.Good Working Condition to work in the culture.
3.Positive Role Model means if the Manager is the
positive attitude and the role model the workers
provides the positive attitude.
4.Providing new information's means updated
information and do not ignore the information's.
5.Use of fear to change some unethical negative
attitude.

Barriers to Changing an Attitude

Cognitive Dissonance- When a person
behaves in a fashion that is
inconsistent with his or her attitude,
Means he or she knows it is wrong but
steal continue to inconsistency .
Prior Commitment-Means the belief is
unchanged and unwilling to change.
Insufficient Information-Two Way
Communication is not possible from
TOP Management and Workers which
creates a negative attitude.

NormsSome time Norms are pressuring to change

the attitude, Some times norms are forcing for
negative and positive attitude because the
norms change the perception towards the
attitude.
Belief about the
Behaviour &
Outcome
Attitude

Perceptio
n
Belief about the
Group ,Family,
Society

Mahajan belief to take Fish for good

health but fear about his norms of his
family

Intentions
May be +ve if
belief on
Behaviour and
outcome
-ve if belief on
Perception

Behaviour

Values & Attitude & Norms

These are stable and long lasting which can be changed but not so easily
and its influence life
Values are divided in to two types
Terminal Value- Comfort,Wisdom,Excellent are the terminal value
Instrumental Value-It is the steps to achieving the terminal Value Like ambition,
courage etc.
Some other values are
Theoretical Values-Discover of truth, Rational Approach to Problems.
Economical Values-The Standard of Living
Aesthetic-Value of Grace
Social-Value of Loving People
Political-Value of Power and Position
Relegious-Value to the Universe.

Measurement of attitude
Thurstone Scale-In this method the first data collected from the respondent and the Next
data Collected from the Others and Compare the whole process to find out the attitude .
Likert scale-It is provide 5 parameters for the attitude measurement
Strongly Approved
Approved
Undecided
Disapproved
Strongly Disapproved.
To measure the Attitude very clearly.
Guattams Scale-In this scale the employee of the organization give 6 number of
dissatisfaction that to higher degree to understand and develop the attitude by satisfy
him.
Bogardus Scale-Seven Point Scale raising from Most Favorable Picture.
Opinion Survey-By Give Questionnaires to individual and groups to find out the result
and measure the attitude accordingly.
Interview-By asking him yes and no questions about a particular objective to understand
the attitude.
Projective Survey-Provide him a particular situation and handle it alone to understand