ATTITUDE
AND
VALUES

• PRESENTED BY :

• D PRIYANKA

• TRINATH ROUTRAY
 

TTITUDES 
 ATTITUDES
 A
• Attitudes refer to feeling and belief of an
Attitudes
individual or group of people.
•

An attitude is mental state of readiness,

learned and organized through
experience , exerting a specific influence
on persons response to people, object
and situation with which it is related
• Attitudes are organized and are core to
Attitudes
an individual.
 

Components of attitudes
 

Affective Attitude cognitive

Behaviour
 

Components of attitudes
In general ,attitudes comprise three elements .
They are :
An affective component –
 –The
The feeling ,sentiment

, moods and emotions about some idea , person ,

event or object
A cognitive element –
 –The
The beliefs , opinion ,
knowledge or information
information held by the individual
A behavioural component-The predisposition to
get on a favourable
favourable or unfa
unfavourable
vourable evaluation.
evaluation.
 

Formation
Formation of attitude
Mass Experience with
the object Classical
communicat
conditioning
ion

Economic Operant
ATTITUDES conditioning
status

neighbourho Vicarious
od learning
Family and peer
group
 

There are 8 formation of attitudes :-

Direct experience with object:  Attitudes can develop

from a personally rewarding or punishing experience
with an object. Employee from attitudes about jobs
on their previous experiences.
Classical conditioning and attitudes :The classical
conditioning processes that made Pavlov's dogs
salivate at sound of a bell can explain how attitude
are acquired. people develop association between
various object and the emotional reactions that

accompany them.
 

Operant conditioning and attitude acquisition

:another learning process, operant conditioning,
also underlies attitude acquisition. attitude that
are reinforced, either verbally or non-verbally
,tend to be maintained.
Vicarious learning : This refer to formation of
attitudes by observing behaviour of others and
consequences of that behaviour . It is through
vicarious learning processes that children pick up
the prejudices of their parents .
 

• Family and peer groups: A person may learn

attitudes through imitation of parents. Attitude
are acquired from peer group in colleges and
organization .
• Neighbourhood  :The neighbourhood we live in
has a certain structure in terms of its having
cultural facilities, religious grouping, and possibly
ethnic diff
differences.
erences.
• Economic status and occupation :our economic
and occupation positions also contribute to
attitudes formation . our socio-economic

background
attitudes. influences our present and future
 

Mass communication :all varieties of

mass communication  –  –television
television
,radio , newspapers , and magazines –
magazines  –
feed their audiences large quantities

of inf
information.
ormation.
 

FUNCTIONS OF TTITUDE

Ego
Adjustment
defensive

ATTITUDE

Value
Knowledge expression
 

ADJUSTMENT FUNCTION

This attitude helps employees to adjust

their environment and are a basis for
future behaviour.

EGO DEFENCE FUNCTION

This attitude helps people often from

and maintain certain attitude to
protect
protect their self image.
 

EXPRESSIVE FUNCTION
This function contains three main aspects :
  It helps express the individual’s central 
central 
value and self –
self –identity.
identity.

 It helps individuals define their self-

concept, and facilitates
facilitates the adoption of sub- culture
values considered important.

It also helps individual adopt the value

of a group
g roup they have recen
recently
tly joined and as a
consequence, they are better able to relate to the group.
 

KNOWLEDGE FUNCTION

This function can serve

serve two purpose:

It helps us understand how a e.

certain person is likely to believe

It can help the manager to change

the attitude of another person. 
 

WORK RELETED TTITUDE

Two types:-

  JOB SA
SATISF
TISFACTI
ACTION
ON
  ORGANISATIONAL
ORGANISATIONAL COMMITMENT
 

JOB S TISF CTION

It is the general attitude of employees

towards their jobs.
When the attitude of an employee
towards his/her job is positive, there
existt job satisf
exis satisfaction.
action.

Employee can be satisfied with some

element of the job while simultaneously
dissatisfied with others. 
 

V LUES
• Values represent stable , long lasting beliefs
about what is importan
i mportant.
t.
•

Values are evaluative standard that help us

define what is right or wrong , good or bad ,
in the world.
•

Values differs from attitude.

attitude. Values
Values are
general
gener al believes about life , where as attitude
are directed
directed specific objects , event
event , or

people.
 -
 

TWO TYPES OF VALUES

1.Terminal values
2.Instrumental
2.Instrume  
ntal Value
Value
1.Terminal Value –
 –  
it desired state of existence that we think
are worth
wort h striving
striv ing for
for..
2.Instrumental Value- 
it is a desirable modes of behaviour
that helps us to reach the objective
ob jective of terminal
values. 
 

 ANOTHER WAY OF CATAGORISED

VALUES-

THEORITICAL-Values the discovery of truth and

emphasises critical and rational approach to
problems.

ECONOMIC-Values utility & practically & emphasizes

standard of living.
AESTHETIC- Values form grace , and hormony &
emphasizes artistic aspects of life.
SOCIAL- Values love of people and altruism & emphasizes
em phasizes
concern for others.
POLITICAL- Values power , position , & influence &

emphasizes competition and winning.