Chapter 4

Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair

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


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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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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 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 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

Instrumental values 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 AttitudeSurveyPlease answer each of the following statements

using the following rating scale:

5 = Strongly agree4 = Agree 3 = Undecided2 = Disagree1 = Strongly disagree

StatementRating

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

Passive

ConstructiveDestructive

Loyalty

Exit

Neglect

Voice


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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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Chapter 4