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
one’s own values

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 Values and Attitudes
 If you want to
understand a
person’s behavior,
you must understand
his or her values.

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

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 Values and Attitudes
 Importance of values –
Values generally influence
attitudes and behavior.

 Value system is a hierarchy

based on a ranking of an
individual’s values in terms of
one’s 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

individual’s 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
 Ambitious
 An exciting life
 Broad-minded
 A sense of accomplishment
 Capable
 A world at peace
 Cheerful
 Equality
 Clean
 Family security
 Courageous
 Freedom
 Forgiving
 Happiness
 Helpful
 Inner harmony
 Honest
 Mature love
 Imaginative
 National security
 Independent
 Pleasure
 Intellectual
 Salvation
 Logical
 Self-respect
 Loving
 Social recognition
 Obedient
 True friendship
 Polite
 Wisdom
 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 company’s 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.
 Organizational commitment
 Extent that a person identifies
with the organization. This is a
great predictor for turnover.
 Job satisfaction
 A person’s general attitude
toward work.

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 Responses to Job
Dissatisfaction.
Active

Voice
Exit

Destructive Constructive

Neglect Loyalty

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 life’s
attitude toward us. A
simple cause and effect.
 It is your attitude
toward others that
determines other’s
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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