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Management Practices and Organisational Behaviour

Notes 2. Attitudes reconcile contradictions: It is not uncommon to come across people who hold
contradictory opinions. With the proper attitude as a background, intelligent people can
reconcile or rationalise the same actions, which to others are obvious contradictions. For
example, when a worker takes a little rest, a superior considers it "idling".
3. Attitudes organise facts: As already seen, objective events can be differently perceived by
different people because of different attitudes. Meanings can be concocted and falsely
communicated to others by changing the attitudes of the recipients towards wider social
issues.
4. Attitudes select facts: From the plethora of environmental facts and stimuli, one tends to
select those which are in consonance with one's cherished beliefs and attitudes. Attitudes,
thus, act as a screen or filter.

9.6.3 Components of Attitudes

The three components of attitudes are:
1. Cognitive component

2. Affective component and
3. Behavioural component.
1. Cognitive Component: This component includes the beliefs an individual has about a
certain person, object, or situation. The belief that "discrimination is wrong" is a value
statement. Such an opinion is the cognitive component of an attitude. Learned beliefs,
such as "you need to work long hours to get ahead in this job", lead to attitudes that have
an impact on behaviour in the workplace. The cognition component of an attitude reflects
a persons perceptions or beliefs. Cognitive elements are evaluative beliefs and are
measured by attitude scales or by asking about thoughts. The statement "I believe Japanese
workers are industrious," reflects the cognitive component of an attitude. The cognitive
component sets the stage for the more critical part of attitude—its affective component.

2. Affective Component: This component refers to the person's feelings that result from his
or her beliefs about a person, object or situation. A person who believes hard work earns
promotions may feel anger or frustration when he or she works hard but is not promoted.
The affective component becomes stronger as an individual has more frequent and direct
experience with a focal object, person or situation. 'Affect' is the emotional component of
an attitude. It refers to an individual's feeling about something or someone. Statements
such as "I like this" or "I prefer that" reflect the affective component of an attitude. Affect is
measured by physiological indicators such as galvanic skin response (changes in electrical
resistance of skin which indicate emotional arousal) and blood pressure. These indicators
show changes in emotions by measuring physiological arousal. If an individual is trying
to hide his or her feelings, this might be shown by a change in arousal.

3. Behavioural Component: This component refers to the individual's behaviour that occurs
as a result of his or her feeling about the focal person, object or situation. An individual
may complain, request a transfer, or be less productive because he or she feels dissatisfied
with work. The behavioural component of an attitude refers to an intention to behave in
a certain way toward someone or something. The behavioural component is the intention
to behave in a certain way towards an object or person. For example, our attitudes towards
women in management may be inferred from an observation of the way we behave
toward a female supervisor. We may be supportive, passive or hostile depending on our
attitude. The behavioural component of an attitude is measured by observing behaviour
or by asking a person about behaviour or intentions.

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