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Attitude is the most important key to success.
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Janardan MishraSoft-Skill Trainer, Cuttack, Odisha
Voice: 09437303774
Contact for : Spoken English Training
Corporate Training
Training on Attitude
Attitudes
An attitude is a predisposition to act or feel a certain way towards a person or thing.
Attitudes • have an emotional
charge + or –• occur within a situation• can not be measured
directly– self reporting or inference
• are learned• not temporary - more or
less enduring
Situation
Attitude
Attitudes are learned
• In the absence of existing attitude we are open to suggestion
Something(object of attitude)
Positive resultGoal achievement
Formation of a + attitude
Communicator effect • highly respected source
helps formation of an attitude
• an inept attempt to teach an attitude can lead to a negative reaction eg. anti drug ads
Attitude stability depends on
• how closely it's linked with other attitudes
• knowledge - cognitive aspect
• degree of liking/disliking - affective aspect
Peanut butter example
• Cognitive (Knowledge)– larger jar for the money – less oil on top– creamier and easier to spread
• Affective (Emotional)– pretty label– I like those teddy bear presenters
• 2 component model: sum of cognitive X affective leading to a goal
Attitudes can be formed to preserve balance in our self image
• Have to fit with other attitudes, values, information accepted, what we do
• Changes in these may cause a readjustment of an attitude– eg. Johnny Cash for
Ripple Wine– Billy Jean King for
sports clothes
Knowledge
Opinion
Attitudes
Values
Attitude to object vs attitude to a behaviour
• The attitude-toward-object model– Attitude is function of evaluation of
product -specific beliefs and evaluations
• The attitude-toward-behavior model– Is the attitude toward behaving or acting
with respect to an object, rather than the attitude toward the object itself
• Object: Rolls Royce car• Behaviour: purchasing a Rolls Royce
Tricomponent Attitude Model (ABC)
– Affect (How I feel about it)plus
– Behavioural tendency (Conative), plus
– Cognitions (what I think or know) about likely consequences of behaviour
AFFECTIVE (Feeling)
BehaviourCONATIVE
COGNITIVEKnowledge
Measurement
• Observation - difficult & time consuming • Qualitative
– pinpoint importnat attributes & issues– provide direction for further research
• Self reporting scales– Likert - degree of agreement with a statement– Semantic differential - opposite adjectives– Rank order scale– Constant sum scale
Attitude Profiling
• Single component– One dimensional based on feelings– Healthy vs unhealthy breakfast– Popular in commercial market research– Could be a lot more specific
• Multi attribute methods– What are key ATTRIBUTES used to judge
something– Rate the brands on these attributes– How important is each attribute?
Multiattribute model
This college has great facilitiesDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 3 4 5 6 7 strongly
Teachers at this college are highly professionalDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 3 4 5 6 7 strongly
Courses are recognised by employersDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 4 5 6 7 strongly
College is easy to get toDisagree |__|__|__|__|__|__|__| AgreeStrongly 1 2 3 4 5 6 7 strongly
Snake diagrams
Fishbein type models SUM of Score X Importance on all attributes
Full time Marketing students' evaluation of subjects Sem 2/04
Questionnaire item
BSBSLS306A
BSBMKG604A
BSBMKG404A
BSBMKG406A
BSBADV605A
BSBCMN310A
BSBCMN310A
BSBMGT608A
Attitude change strategies
• Changing the Basic Motivational Function
• Associating the Product With an Admired Group or Event
• Resolving Two Conflicting Attitudes
• Altering Components of the Multiattribute Model
• Changing Beliefs About Competitors’ Brands
Four Basic Attitude Functions
• utilitarian – what it will do for you
• ego defensive function – helps protect customer self image
• value expressive – reflects customers general values, lifestyle or
attitude
• knowledge – cater to customer need to know
Associate with a special group, event or
cause
• eg. famous people who attended TAFE
• associate with Football, Olympics, etc.
Relating two conflicting attitudes
• eg. Do you want a status course or a job
Alter components of the multi attribute model • change the evaluation of attributes
• eg. you'll get a job with TAFE
• changing broad beliefs• eg. TAFE is more than this is how we hold the drill
• adding a new attribute• eg. social activities
• change the overall brand rating• eg. the one personnel companies go to first
• change beliefs about competing brands
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