07-12-2015

Organization Behaviour

Copyright © 2006 Pearson Education Canada Inc. 7-1

Organization Behaviour

 Organizational Behavior (OB) is the

study of the way people interact within
groups/orgnaisations.
 Normally this study is applied in an
attempt to create more efficient
business organizations.

Copyright © 2006 Pearson Education Canada Inc. 7-2

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Organization Behaviour

 Organizational behavior is the study of

both group and individual performance
and activity within an organization.
 Internal and external perspectives are
two theories of how organizational
behavior can be viewed by companies.

Copyright © 2006 Pearson Education Canada Inc. 7-3

Organization Behaviour

 Organizational behavior studies

the impact individuals, groups, and
structures have on human behavior within
organizations.
 It is an interdisciplinary field that includes
sociology, psychology, communication, and
management.

Copyright © 2006 Pearson Education Canada Inc. 7-4

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Foundations of Individual Behavior

 Understanding individuals in organizations is
important for all managers.
A basic framework for facilitating this
understanding is the psychological contract -
people's expectations regarding what they will
contribute to the organization and what they will
get in return.
 Organizations strive to achieve an optimal person-
job fit, but this process is complicated by the
existence of individual differences.
Copyright © 2006 Pearson Education Canada Inc. 7-5

Some psychology concepts

Attitudes

learning Personality

Perception 7-6

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Copyright © 2006 Pearson Education Canada Inc. 7-7

Attitude

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Attitudes
What is an attitude?
– Expressions of inner feelings that reflect
whether a person is favorably or
unfavorably predisposed to some object;
– in marketing, “object” can be a brand, a
brand name, a service, a service provider, a
retail store, a company, an advertisement, in
essence, any marketing stimuli.
– Opinions
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Attitudes

 A learned predisposition to behave in a

consistently favorable or unfavorable
manner with respect to a given object
 A positive attitude is generally a necessary,
but not sufficient, condition for purchase
– Mercedes seen as ‘top of class’ but intention to
purchase was low

Copyright © 2006 Pearson Education Canada Inc. 7-10

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Attitudes
Attitude is a concept:

attitudes are acquired, we are not born with them

attitudes can be positive or negative
attitudes may be complex and contradictory
attitudes are functional for an individual's lifestyle
attitudes have different intensities
attitudes have centrality, how well they fit our central values,
attitudes are personally unique to each individual
attitudes can be modified and influenced by PERSUASION
attitudes are assumed to be linked to BEHAVIOUR (e.g
purchasing)
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A psychological tendency that is expressed by

evaluating a particular entity with some degree of favor
or disfavor
Process

Observable Inferred Observable

Affect

Stimuli Attitude Evaluation

Behavior

Cognition

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Three Components of Attitudes

The ABCs of attitudes (ABC MODEL):
 The Affective Component (based on feelings or overall
evaluation) – I feel good about myself when I drive a
BMW
 The Behavioral Component (likely action toward
object; e.g. from a consumer behavior point of view,
the consumer’s intention to buy a product) – I will buy
a BMW next time
 The Cognitive Component (based on beliefs; what you
think about a marketing stimulus) – I think BMWs are
quality cars

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Attitudes

 Evaluative statements–either favorable

or unfavorable- concerning objects,
people or events
 We are interested in attitudes about the
work…
– “I like my job”

GpiIC-1A
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Foundations
14 of
individual behavior

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Attitudes: Job satisfaction

Positive
Attitudes
Job
Satisfaction

Job
Dissatisfaction
Negative
Attitudes

GpiIC-1A
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Foundations
15 of
individual behavior

Attitudes: …What determines job

Satisfaction ?
– Mentally challenging work
– Equitable rewards
– Supportive working conditions
– Supportive colleagues-
 People want jobs were:
– They can apply their abilities an
capacities
– Task variety
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– Freedom and feedback

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Attitudes: ..what determines Job

Satisfaction?
Satisfaction

Frustration

None A lot
objectives GpiIC-1A
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Foundations
17 of
individual behavior

Attitudes: Job Satisfaction

 People expect more than material…

 People seeks:
– Personal communications
– Friendship
– Support from other people
– (socializes)

GpiIC-1A
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Foundations
18 of
individual behavior

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Productivity and job satisfaction

 The more satisfaction are more

productive?
–…
– It’s not clear…
– Ti has same effects
 Other factors have more influence… as
working in a chain
 But productivity provides satisfaction 7-19
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Therefore we need to know

Why Do People Form Attitudes?
(The Functions of Attitudes)

How Do People Form Attitudes?

(Attitude Formation)

How Do People Change Their Attitudes?

(Attitude Change and Persuasion)

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Development of Attitudes (or)

Attitude Formation
Attitudes are learned predispositions; therefore, their
development is influenced by

– personality of the individual

– family
– peers
– experience
– education
– culture
– subculture, nationality 7-21

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