OB FDM 610
Organizational Behaviour
Module 2
Belief, Value, Attitude & Behaviour
1
Value, Belief, Attitude & Behaviour
Explanation
Understanding the difference
Degree of difficulty for changing them
How to change
Importance in people management
2
Value, Belief, Attitude & Behaviour
Discussion on Videos
“Ameer Garib”
“Shopping mall episode”
3
Value, Belief, Attitude & Behaviour
Values
o Are general beliefs tinged with moral flavor
containing an individual’s judgmental ideas
about what is good, right or desirable.
o According to Bednar, “Value is a concept of the
desirable, an internalized criterion or standard
of evaluation a person possess. Such concepts
and standards are relatively few and determine
or guide an individual’s evaluations of many
objects encountered in everyday life”
o Values are learned and are continuously evolving
and changing.
4
Value, Belief, Attitude & Behaviour
Attitudes
o It reflects how one feels about something (I like
this)
o According to Munn “Are learned predispositions
towards aspects our environment. They are
positively or negatively directed towards certain
people, service and institutions.
o Attitudes are acquired either through direct
experience (self learning) or social learning
(through family, peers, religious organizations
etc.,)
5
Value, Belief, Attitude & Behaviour
Similarities & Differences between Values &
Attitudes Values Attitudes
Both are learned through experience of self or environmental influence
Both affect behaviours of people
Both are endurable and difficult to change. Both influence each other
Represent judgmental ideas of like Exhibit predisposition
what is right or wrong
Represent single belief focussed on Refer to several beliefs relating to a
objects or situations specific object or situation
These are derived from social and These are one’s personal experiences
cultural mores mostly but also through social learning
Ethics and values are sometimes used synonymously. But they are
different. Value is a kind of moral state and is static. But ethics is
action oriented and values get behavioural manifestations through 6
strong ethics
Value, Belief, Attitude & Behaviour
7
Value, Belief, Attitude & Behaviour
How to change attitudes
o Attitude formation involves three major
components
Cognitive ( knowledge and awareness)
Affective (feelings)
Conative (action)
o Hence any attempt should consider all the three above before
embarking upon the change
o Understand the dissonance (inconsistency) between words
and deeds (eg., drinking alcohol vs health). Generally positive
orientation for chosen belief and negative orientation for
rejected belief
o Reinforcement through rewards, praise, and persuasive
approach
8
Value, Belief, Attitude & Behaviour
Key practical learnings
o Beliefs, values and attitudes shape or influence our
behaviors.
o It is difficult to accurately link behavior with
values/belief/attitudes
o Hence, focus can be on behaviors
o Measures which can help change the behaviors
are:
Making the expectations known through proper
communication
Inducement
Incentivization
Persuasion
Reinforcement
Repetition
9
Rules, regulations and fines and penalties
Sanctions
Value, Belief, Attitude & Behaviour
Personal assignments
Identify two behaviors you want to
Change. Try and identify the underlying
values/attitudes. Work on changing them
Video on Dr. Abdul Kalam
10
Value, Belief, Attitude & Behaviour
Any Questions????????
11
