Thursday, April 28, 2011

Components of Attitude

(a) Cognitive component: Cognitive component of attitude is related to value statement. It consists of belief, ideas, values and other information that an individual may possess or has faith in. Quality of working hard is a value statement or faith that a manager may have.  For example, he says smoking is injurious to health.

(b) Affective component: Affective component of attitude is related to person’s feelings about another person, which may be positive, negative or neutral. I do not like Madan because he is not hard working, or I like Manmohan because he is hard working. It is an expression of feelings about a person, object or a situation.
For example, in an organization a personal report is given to the general manager. In report he point out that the sale staff is not performing their due responsibilities. The general manager forwards a written notice to the marketing manager to negotiate with the sale staff.

(c) Behavioral component: Behavioral component of attitude is related to impact of various situations or objects that lead to individual’s behaviour based on cognitive and affective components. I do not like Madan because he is not hard working is an affective component, I therefore would like to disassociate myself with him, is a behavioural component and therefore I would avoid Madan. Development of favourable attitude and good relationship with Manmohan is but natural. Individual’s favourable behaviour is an outcome of the fact that Manmohan is hardworking. Cognitive and affective components are bases for such behaviour. Former two components cannot be seen; only the behaviour component can be seen.
For example, before the production and launching process the product. Report is prepared by the production department which consists of their intention in near future and long run and this report is handed over to top management for the decision.
Former is important because it is a base for formation of attitude. These components are explained in Figure below.

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