Barriers Involving Values, Attitudes
Both personality and attitude are complex cognitive process. The difference is that personality usually is thought of as the whole person whereas attitude may be the part of personality. The term attitude describes people and explains their behavior. More precisely an attitude can be defined as a persistent tendency to feel and behave in a particular way towards some object. For example: Naeem does not like night shift, so his attitude is negative towards his work assignment.
A receiver’s attitude towards a message can determine whether it is accepted or rejected. The effectiveness is influenced also by the values, attitudes, and opinions of the communicators. People react favorably when they receive agreeable message. Receivers’ views of the information will affect their responses. This response could be what the sender desires or just the opposite. Occasionally people react according to their attitudes toward a situation rather than to the facts.
