Attitude: Components and Functions
By Nikeeta Rathod
UPSC GENERAL STUDIES: Paper IV
Table of content
What is Attitude?
What are components of Attitude?
Functions of Attitude
* Function of Attitude Example
Important Attitude at workplace
Unfavourable Attitude at workplace
Attitude Change Theories
Persuasion
Political Attitude
* Development of Political Attitude
* Politics and Morality
* Morality as a modern Political Divide
You don’t hire
for skills, you hire for attitude. You can always teach skills.
What is
Attitude?
Attitude
is the mental evaluation of the social situation that has the potential to
guide the way we think, we feel, and we behave.
What are the
components of Attitude?
Attitudes
structure can be described in terms of three components.
Affective component: this involves a person’s feelings / emotions about the
attitude object.
For example: “I
am scared of spiders”.
Behavioral component: the way the attitude we have influences how we act or
behave.
For example: “I
will avoid spiders and scream if I see one”.
Cognitive component: this involves a person’s belief / knowledge about an attitude
object.
For example: “I
believe spiders are dangerous”.
This model is
known as the ABC model of attitudes.
The Function of
Attitudes
Attitudes can
serve various functions for the individual. Daniel Katz (1960)
outlines four functional areas:
Knowledge
Function
Attitudes
provide meaning (knowledge) for life. The knowledge function refers to
our need for a world which is consistent and relatively stable.
This allows us
to predict what is likely to happen, and so gives us a sense
of control. Attitudes can help us organize and structure our experience.
Knowing a
person’s attitude helps us predict their behavior.
For example,
knowing that a person is religious we can predict they will go to Church.
Self/Ego
Expressive Function
The attitudes
we express
(1) Help communicate who
we are and
(2) May make us
feel good because we have asserted our identity.
Self-expression
of attitudes can be non-verbal too: think bumper
sticker, cap, or T-shirt slogan.
Therefore, our
attitudes are part of our identity, and help us to be aware through the
expression of our feelings, beliefs and values.
Adaptive
Function
If a person
holds and/or expresses socially acceptable attitudes, other people will reward
them with approval and social acceptance.
For example,
when people flatter their bosses or instructors (and believe it) or keep silent
if they think an attitude is unpopular. Again, expression can be
nonverbal.
Attitudes then,
are to do with being a part of a social group and the adaptive
functions helps us fit in with a social group. People seek out others who share
their attitudes, and develop similar attitudes to those they like.
Ego defensive
function
The
ego-defensive function refers to holding attitudes that protect our
self-esteem or that justify actions that make us feel guilty.
For example,
one way children might defend themselves against the feelings of humiliation
they have experienced in P.E. lessons is to adopt a strongly negative attitude
to all sports.
People whose
pride have suffered following a defeat in sport might similarly adopt a
defensive attitude: “I’m not bothered, I’m sick of rugby anyways”. This
function has psychiatric overtones.
Positive
attitudes towards ourselves, for example, have a protective
function (i.e. an ego-defensive role) in helping us reserve our
self-image.
The basic idea
behind the functional approach is that attitudes help a person to mediate
between their own inner needs (expression, defense) and the outside world
(adaptive and knowledge).
Functions of
Attitudes Example
Imagine you are
very patriotic about being British. This might cause you to have an
ethnocentric attitude towards everything not British. Imagine further
that you are with a group of like-minded friends. You say:
“Of course,
there’s no other country as good as Britain to live in. Other places are
alright in their own way, but they can’t compare with your mother county.”
(There are nods
of approval all round. You are fitting in - adaptive).
The people in the group are wearing England football shirts (This is the self-expression function).
Then imagine
you go on to say:
“The trouble
with foreigners is that they don’t speak English. I went to France last
year and they were ignorant. Even if they could speak our language they
wouldn’t do so. I call that unfriendly.
(Others agree
with you and tell you of their similar experiences. You are making sense
of things. This is the knowledge function).
Then someone
who has never travelled takes things a stage further “I don’t mind
foreigners coming here on holiday…but they shouldn’t be allowed to live
here….taking our jobs and living off social security. Britain for the British
is what I say, so you can’t get a decent job in your own country.”
(Now the others
in the room join in scapegoating foreigners and demonstrating the ego
defensive function of attitudes).
Important Attitude at workplace
Respectfulness
Respect is a very important attitude in the workplace and deals with the
way in which employees interact with management, clients as well as
co-workers.
Pridefulness
It might seem as if being prideful is a good attitude to have in the
workplace, but most employees who have a prideful attitude about their work
tend to work harder to excel. A prideful attitude mean that for an employee the
outcomes of their tasks and how they contribute to the company matter
a great deal to him.
Commitment
Employees who have a committed attitude show a willingness to do
whatever it takes to fulfill the duties of their positions and via the
development of new ideas make the company even better.
Innovation
Employees with an innovative attitude don't shy away from trying
something new or finding a different way to do things. Employees with this type
of attitude know their ideas might not work out to be the best way to do
something, but that the biggest failure is not at least giving new ideas a
shot.
Helpfulness
It is important to have a helpful attitude at work, whether that means
assisting clients and customers with their needs or helping co-workers
accomplish overall company goals.
Unfavourable Attitude at workplace
Jugaad:
It seems to exist only within our society. It as a term
applied to a creative or innovative idea providing a quick, alternative way of
solving or fixing a problem, it misses two important.
First, there is an implicit understanding that because the solution
needs to be quick and creative, it is acceptable to make a compromise on the
quality of what is produced.
Second, because we focus on making “it” work just-in-time, we never
think of making the solution that last. That leads to poor quality.
Chalta hai attitude:
The notion of chalta-hai accept that if it
is 80 per cent good, works 80 per cent of the time, and does 80 per cent of
what it needs to do, it is acceptable. This attitude manifests itself in almost
every facet of common life in India
Attitude change theory
Dissonance theory
Attitude can be changed by planting an idea that challenges the contrast
in your beliefs.
Example: Tax evasion is same as corruption. So tax evader will either
try to justify his action or change his tax-evasion behavior.
Elaboration likelihood model
If you’re sleepy/just woken up then your cognitive capacity is very low.
Your elaboration will be low, but if you’re doing math your elaboration level
will be high.
So depending on your place in the elaboration spectrum, your persuasion
capacity will change.
Advertisement works on people in low cognitive capacity mode. But it
doesn’t have long lasting effect, so today you bought one brand mobile, after
six months, another brand.
In governance, people have to be convinced during their high cognitive mode,
for long lasting impact.
Learning theory
Attitude change can be made by actively persuading
others. Persuasion as an effective means of attitude change is
explained below.
Persuasion
Concept
Persuasion is our effort to bring about an attitudinal change in others
through the use of various types of messages.
Factors Affecting Persuasive Capability
Attractiveness: Communicators who are attractive in some way (say
physically) are more persuasive.
That is why celebrities are invited for TV commercial.
Source credibility: Persuasion is also affected by the
credibility of the source/persuader.
This credibility may derive from the expert value of the persuader
For example, toothpaste ads show dentists recommending.
This credibility also depends upon the perceived trustworthiness. For example,
a politician talking on ethics may not have any credibility. Mahatma Gandhi had
a mass appeal.
Multiplicity of sources: If some message is delivered by multiple
credible sources, then it is more persuading in general.
Example, if you are carrying a ring and 10 people say that it is not gold (and
they are not experts), we are likely to change our attitude and start
suspecting whether the ring is genuine or not.
Familiarity with the persuader: We are more likely to be persuaded by in-group members than random
people. We develop a group bias by the virtue of our membership of a particular
group.
Example, we will always prefer a tribal to go and talk to tribal to
persuade them.
Common sense: Messages in consonance with the receiver's common sense are
likely to be more persuasive.
Design/presentation of the message: This is also very
important.
Messages that do not appear to be designed to change our attitude are often
more successful that seem to be designed to achieve this goal.
Political Attitude
Political Attitude include knowledge and skills about the operation
of the political system, positive and negative judgments about the system
These attitudes determine how people participate, whom they vote for and
which political parties they support. The factors which make attitudes are
family, gender, religion, race, ethnicity and region.
Development of Political Attitude
Political attitude formulation is a learning process by which an
individual acquires orientations, beliefs, values and norms and behavior
patterns in political system.
Political attitude formulation is a psychological concept as it is
concerned with the society in general and with individual in particular.
Attitude Formulation in Childhood
A child develops his attitude towards the authority and obedience as per
the obedience pattern at family.
A child recognizes authority through particular individual such as
parents, policemen and the president of the country.
Adulthood as the next Stage of Attitude Formulation
In this stage the attitude formulation takes places due to peer groups.
The way the peer groups behave that way only patterns of obedience and
disobedience are decided.
Attitude Formulation in Various Directions
The process of attitude formulation have its influence in various
directions
Media plays an important role in shaping our political attitudes.
Apart from mainstream media, today, new media provides cheaper and
easier ways to influence people’s political attitudes.
New media includes Internet and digital based forms of mass communication, including social media.
Politics and Morality
Morality is an individual characteristic and determines
his or her actions.
Politics on the other hand belong to the public and it is the collective
opinion of the public which determines the public policy.
Contributions of morality in politics can be extrapolated to ancient
beginnings of government.
Many rulers of the past established their authority based on the
personal charisma, ability, charity etc.
All these qualities were considered essential by people to be wise and
just. Morality played a vital role in politics of antiquity.
Morality’s role in modern politics has evolved as morality itself has
evolved.
It is the morality which ultimately underlies all discussions of
public policy. Areas which were hitherto morally elusive like foreign
affairs, health care, economics, etc. have now joined the traditional moral
flash points like abortion, biological research etc.
Morality as a Modern Political Divide
Morality at the center of current political debates is more
social than personal and its considerations are manifested in many social
issues like gay rights, scientific research, health-care etc.
Morality also provides a known frame which allows all political
arguments and concepts to be learnt and understood. This stands in
contrast to all social and economic forces which need specialist analysis.
Such political arguments are open to all interpretations and
misinterpretations. Democracy functions well only if there is a healthy divide
of opinions.