Registration No.

: 68/22397
Paper No.: I

Name: Priyanka P. Malani

Response Sheet No.: 1

Question No.: 1

Q.1 : Define Values, Critically evaluate Allport-Vernon classification of values. How values
affect the Business processes.
Ans:
Values mean a belief which everyone holds inside them which acts as a base for decision
making about any person, thing, work, etc. Its an individuals judgment of what is good, right,
desirable. They are the core of our personality. There are different types of values which
individuals hold. Values have major influence on a persons behavior and attitude.
Values build the foundation for the understanding of attitudes and motivation of an
individual, since; value has a great impact on perceptions. Values shape relationships, behaviors,
and choices. The more positive our values, more positive are peoples actions. A person learns
vales through his experience, family, social environment, organization, colleagues, etc.
Values have both content and intensity attributes. The content attribute emphasizes that a
mode of conduct or end-state of existence is important. The intensity attribute specifies how
important it is. They i.
ii.
iii.
iv.
v.

provide standards of competence and morality

are fewer in numbers than attitude
are permanent and resistance to change
are core of the human personality
are relatively stable and endeavoring
The values learnt can be divided into two broad categories
a. Terminal values ("ends") (for e.g.: Self-respect, Love, Security, etc.)
b. Instrumental values (means) (for e.g.: Honesty, Courage, independence, etc.)

The Allport Vernons classification of values:

Allport Vernon was a scientist who has done various researches in the field of psychology. He
and his associates has categorized values into six major types as follows 1)
2)
3)
4)
5)
6)

Theoretical: Interest in the discovery of truth through reasoning and systematic thinking.
Economic: Interest in usefulness and practicality, including the accumulation of wealth.
Aesthetic: Interest in beauty, form and artistic harmony.
Social: Interest in people and human relationships.
Political: Interest in gaining power and influencing other people.
Religious: Interest in unity and understanding the cosmos as a whole.

Registration No. : 68/22397

Paper No.: I

Name: Priyanka P. Malani

Response Sheet No.: 1

Question No.: 1

Every person has a system of values ranking from first to 1st to 6th. People in different
occupations have different value systems which has led organizations to improve the values-job
fit in order to increase employee performance and satisfaction.
The Allport-Vernon Study of Values, however, has one possible weakness. It talks about
the importance of each value to a human being in comparison to the other value rather than
considering its importance individually. A high preference for certain values must always be at
the expense of the other values.
Values effect on Business processes:
Values are important in the construction of personal morality and as a basis for living life.
Social values are reflected in a large variety of advertisements and can influence audience
reactions to advertising appeals. When a choice is tied to a value, that choice then becomes more
attractive to people who share that value. In short, peoples values resonate in and are observable
throughout their daily lives. Perspective and personal beliefs greatly influence behavior.
Values scales are helpful in understanding several aspects of consumption areas and
consumer behavior, including leisure, media, and gift giving. People who endorse certain values
more highly than others engage in certain activities, prefer certain programs or magazines, or
give gifts differently than others. Values scales and the study of values could also be of interest
to companies who are looking to build or strengthen their customer relationship management.
In every culture, there are different sets of attitudes and values which affect behavior.
Similarly, every individual has a set of attitudes and beliefs filters through which he/she views
management situations within organizational context. Managerial beliefs, attitudes and values
can affect organizations positively or negatively. Managers portray trust and respect in their
employees in different ways in different cultures. This is a function of their own cultural
backgrounds.
For example: When we think of Values then the only name comes in mind is TATA. Tata
group has always been values-driven. These values continue to direct the growth and business of
Tata companies. The five core Tata values are the foundation of the way they do business.

Integrity: They conduct business fairly, with honesty and transparency. Everything they
do stands for the test of public scrutiny.
Understanding: Tata cares, show respect, compassion and humanity for colleagues and
customers.
Excellence: They constantly strive to achieve the highest possible standards.
Unity: They work cohesively with colleagues, customers and partners to building strong
relationships based on understanding and mutual cooperation.
Responsibility: They always ensuring that what comes from the people go back to the
people many times over.