Learning Outcomes Values and Attitudes

Recognize the need for studying values Describe the differences in values between generations and cultures Explain the differences between values and attitudes Explain cognitive dissonance Recognize the three components of attitudes Through self assessment, gain a greater understanding of ones own values
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Values and Attitudes

If you want to understand a persons behavior, you must understand his or her values.

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Copyright 2006, Vandeveer, Menefee, Sinclair

Values and Attitudes

Values are basic convictions (notions) about what is right and wrong.

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Copyright 2006, Vandeveer, Menefee, Sinclair

Values and Attitudes

Importance of values Values generally influence attitudes and behavior. Value system is a hierarchy based on a ranking of an individuals values in terms of ones intensity.

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Values and Attitudes

Source of our Value Systems

A significant portion is genetically determined. Other factors include national culture, parents, teachers, friends, and similar environmental influences.

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Values and Attitudes

Values are relatively stable and enduring. If we know an individuals values, we are better able to predict a behavior in a particular situation.

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Values

Values differ between generations. Values differ between regions. Values differ between cultures.

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Values

Terminal values are the end-state we hope to achieve in life. Instrumental values are means of achieving these terminal values.

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Terminal and Instrumental Values in Rokeach Value Survey

Terminal values

Instrumental values

A comfortable life An exciting life A sense of accomplishment A world at peace Equality Family security Freedom Happiness Inner harmony Mature love National security Pleasure Salvation Self-respect Social recognition True friendship Wisdom

Ambitious Broad-minded Capable Cheerful Clean Courageous Forgiving Helpful Honest Imaginative Independent Intellectual Logical Loving Obedient Polite Responsible Self-controlled

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Attitudes

Attitudes have three evaluative components:

Cognitive component of an attitude is the opinion or belief segment of an attitude. Affective component is the emotion or feeling segment of an attitude.

Behavioral component is the intention to behave in a certain way toward someone or something.
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Attitudes

Sources of Attitudes: Acquired from parents, teachers, and peer group members. There are genetic predispositions. Observations, attitudes that we imitate.

Attitudes are less stable than values.

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Cognitive Dissonance

Cognitive dissonance is a conflict between two values or between values and behavior.

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Sample Attitude Survey

Please answer each of the following statements using the following rating scale:
5 = Strongly agree 4 = Agree 3 = Undecided 2 = Disagree 1 = Strongly disagree
Statement Rating

1. This company is a pretty good place to work. 2. I can get ahead in this company if I make the effort. 3. This companys wage rates are competitive. 4. Employee promotion decisions are handled fairly. 5 I understand the fringe benefits the company offers. 6. My job makes the best use of my abilities. 7. My workload is challenging but not burdensome. 8. I have trust and confidence in my boss. 9. I feel free to tell my boss what I think. 10. I know what my boss expects of me.

____ ____ ____ ____ ____ ____ ____ ____ ____ ____

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Job-Related Attitudes

Job involvement

Extent that a person identifies with his job. Extent that a person identifies with the organization. This is a great predictor for turnover. A persons general attitude toward work.
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Organizational commitment

Job satisfaction

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Responses to Job Dissatisfaction.

Active Voice

Exit

Destructive

Constructive Loyalty

Neglect

Passive
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Attitude Point # 1

It is our attitude that tells the world what we expect in return. A cheerful expectant attitude communicates to everyone we come in contact with that we EXPECT THE BEST in our dealings with our customers.

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Attitude Point # 2

It is our attitude toward life that determines lifes attitude toward us. A simple cause and effect. It is your attitude toward others that determines others attitude toward you.

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Attitude Point # 3

To achieve and find the life you want, you must think, act, talk, and conduct yourself as would the person you want to become.

For example, if one wants to be successful, he or she must think, act, talk, and conduct himself as would a successful person.
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Attitude Point # 4

The higher you go up in any organization of value, the greater the attitude you will find. A great attitude is not the result of success; rather success is the result of a great attitude.

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Finally!!

The greatest discovery of my generation is that a human being CAN alter his life by changing his attitude.
William James And so it is with you you are in charge of your attitude.
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Summary

Values are the basic notion/convictions of what is right and wrong and values are fairly stable over time. Attitudes have three components:

cognitive component. affective component. behavioral component.

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Summary

Cognitive dissonance is a conflict between two values or between values and behavior. Attitudes are feelings and moods that affect behavior and may change frequently.

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