Job Satisfaction
© HJ Lin in‐class Material All rights reserved.
3‐0
Attitudes
Attitude: “a learned predisposition to respond in a
consistently favorable or unfavorable manner with
respect to a given object”
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Attitude object: physical objects, issues, ideas, events, people, places
© HJ Lin in‐class Material All rights reserved.
3‐1
Attitudes
Evaluative statements or judgments concerning
objects, people, or events.
Three components of an attitude:
Affective
Cognitive
The opinion or
belief segment of
an
an attitude
Behavioral
Attitude
Attitude
© HJ Lin in‐class Material All rights reserved.
The emotional or
feeling segment of
an attitude
ttit
An intention to behave
in a certain way toward
someone or something
3‐2
Three components of an attitude
Cognitive =Evaluation
Cognitive: perceptions and beliefs about an attitude object
My supervisor promoted a coworker whose performance was worse than me. He is unfair.
Give me some reasons to accept him/her
Affective =Feeling
Affective: feelings about an attitude object
I dislike my supervisor
I just don’t like him/her
Behavioral =Action
Behavioral intentions: how the person wants to behave and what a person says about an attitude object
I am looking for another job; I’ll present my complaints about my supervisor to anyone who would like to listen.
I don’t want him/her as my team member.
hi
3‐3
Attitudes formation
Affected by the person’s beliefs about an object and
the amount and type of information the person has
about the object
Perceives positive attributes: develops positive attitude Perceives negative attributes: develops negative attitude
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Attitudes change
Attitude change
Something persuades the person to shift his or her
attitudes (persuasive communication)
Norms of a social group can affect a person’s
attitude (social norms)
Person becomes uncomfortable with some aspects of
her or his beliefs (cognitive dissonance)
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Persuasive
Persuasive communication
Advertising
Tries to change cognitive part of attitude
Assumes affective part will also change
Attitude change process
Win target’s attention
Understand message
Accept the influence
Remember the message
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Social
Social influence
People are embedded in social groups
Feel pressures to conform to norms
If person values membership in group, likely will align attitudes with the group norms
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Cognitive
Cognitive dissonance
Cognitive Dissonance: Any incompatibility between
Di
two or more attitudes or between behavior and
attitudes
Hold multiple beliefs or cognitions about an attitude object Feel tension when discrepancies develop
Motivated to reduce the tension
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Change one or more cognitions
Other parts of attitude also change
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Why are there incompatibilities between attitudes, and
between attitudes and behaviors
Attitudes depend largely on situations.
Reasons for incompatibilities (Take consumer behavior
as an example!)
Insufficient involvements
Insufficient feasibility
Insufficient direct experiences
Market changes
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How do you deal with the incompatibilities between
attitudes and
attitudes, and between attitudes and behaviors ?
People sometimes change what they say so it does not contradict what they do.
Individuals seek to reduce this uncomfortable gap, or dissonance, to or
reach stability and consistency
Consistency is achieved by changing the attitudes, modifying the behaviors, or through rationalization
Desire to reduce dissonance depends on:
Importance of elements creating dissonance
Degree of individual influence over elements
Rewards involved in dissonance
許多人不離婚是看在孩子的份上;許多人不離職是看在錢的份上
Moderating factors suggest that individuals will not necessarily move to reduce dissonance
3‐10
Does Behavior Always...
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