An Entrepreneur — Entrepreneurship STD 11 Commerce — Question

Sources of Attitude: One of the features of attitude is that it is acquired. The thoughts, feelings and tendencies to behave are acquired or learned gradually, from the following sources:

1. Direct personal experience: The quality of a person's direct experience with the attitude object determines his/ her attitude towards it. e.g. if a worker finds his/ her job challenging, supervisors understanding and co-workers very cooperative, then he/ she will have a positive attitude towards his/ her job because of the quality of his/ her direct experience with the job.
2. Group associations: People are influenced to one degree or another by other members of the group to which they belong. Several groups, including family, work and peer groups and cultural and sub-cultural groups are important in affecting a person's attitudinal development.
3. Influential others: A person's attitude can be formed and changed through personal contact with influential persons such as friends, relatives, experts and celebrities. To capitalise on this type of influence, advertisers often use actors and actresses, who look similar to or act similar to their intended audiences. Another application which advertisers use to influence audience attitudes is the so called slice of life' commercial. These advertisements show typical people confronting typical problems and finding solutions in the use of advertised brand. e.g. Kareena Kapoor using 'Head and Shoulders' shampoo for dandruff problem.

Features of Attitude: Attitude generally exhibits the following features:

1. Affects behaviour People have a natural tendency to maintain consistency between attitude and behaviour. In the absence of external intervention, attitude leads to intended behaviour.
2. Attitude is invisible Attitude is basically a psychological phenomenon, which cannot be directly observed. However, it can be interpreted by observing its consequences. e.g. if a person is highly productive, we may infer that he/ she has a positive attitude towards his/ her work.
3. Attitude is acquired Attitude is generally learnt or acquired over a period of time. The process of learning attitude starts from childhood and continues throughout the life of an individual. In childhood, the family members have a greater influence on the attitude a child develops.
4. Attitude is pervasive Attitude has their presence felt in all the aspects of society. It is formed in the process of socialisation and hence, may relate to anything in the world. For instance, a person may have positive or negative attitude towards religion, politics, politicians or countries.