Chapter 4
Values and Attitudes
Parts taken from Human Behavior 2ed
Values and Attitudes
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If you want to understand a
person’s behavior, you must
understand his or her human
values.
Parts taken from Human Behavior 2ed
Values and Attitudes
Values are basic convictions (notions)
about what is right and wrong, good
or bad, acceptable or unacceptable.
Values are ideals that shape and give significance
to our lives. They are reflected through the
priorities that we choose, and the decisions we
make and actions we take.
Parts taken from Human Behavior 2ed
Values and Attitudes
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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.
Parts taken from Human Behavior 2ed
Values and Attitudes
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Source of our Value Systems
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** A significant portion, 40 to 50 percent, is
genetically determined from our parents.
Other factors include nationalism, culture,
parents, teachers, friends, and similar
environmental influences.
Parts taken from Human Behavior 2ed
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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Parts taken from Human Behavior 2ed
Values Priority
25%
75%
75%
25%
Parts taken from Human Behavior 2ed
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Control/Order/Discipline
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Care/Nurture
Values
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Values differ between
generations.
Values differ between regions.
Values differ between cultures.
Parts taken from Human Behavior 2ed
Types of Values
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Terminal (Goal) values are the
end-state we hope to achieve in
life. (A way of being)
Instrumental (Means) values
are means of achieving these
terminal values. (A way of doing)
Integration of Means values is
accomplished through Skills learning
Parts taken from Human Behavior 2ed
Terminal and Instrumental Values in Rokeach
Value Survey
Instrumental (Means) values
Terminal (Goal) values
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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
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Parts taken from Human Behavior 2ed
Ambitious
Broad-minded
Capable
Cheerful
Clean
Courageous
Forgiving
Helpful
Honest
Imaginative
Independent
Intellectual
Logical
Loving
Obedient
Polite
Responsible
Self-controlled
AVC Values Theory
Parts taken from Human Behavior 2ed
Values Based Organizational Change Process
Parts taken from Human Behavior 2ed
Attitudes
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Attitudes have three evaluative
components:
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Cognitive component of an attitude is the
opinion or belief segment (values clusters) of an
attitude.
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Affective component is the emotion or feeling
segment of an attitude. (life experiences)
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Behavioral component is the intention to
behave in a certain way toward someone or
something. (Social experiences)
Parts taken from Human Behavior 2ed
Attitudes
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Sources of Attitudes:
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Acquired from parents, teachers, and peer group
members.
There are “genetic” predispositions.
Observations, attitudes that we imitate.
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* Attitudes are less stable than values.
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* Cognitive dissonance is a conflict between two or
more attitudes or between behavior and attitudes.
Parts taken from Human Behavior 2ed
Job-Related Attitudes
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Job involvement
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** Organizational commitment
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Extent that a person identifies with his job.
Extent that a person identifies with the
organization. This is a great predictor for
turnover.
Job satisfaction
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A person’s general attitude toward work.
Parts taken from Human Behavior 2ed
Attitude Reactions
Active
Voice
Exit
Constructive
Destructive
Loyalty
Neglect
Passive
Parts taken from Human Behavior 2ed
Attitude Point # 1
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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.
Attitude (Values clusters and value
priorities) define our world view
Parts taken from Human Behavior 2ed
Attitude Point # 2
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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.
Attitudes are developmental and
can change with learning skills
Parts taken from Human Behavior 2ed
Attitude Point # 3
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To achieve and find the life you
want, you must think, act, talk, and
conduct yourself as would the
person you want to become.
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Parts taken from Human Behavior 2ed
For example, if one wants to be
successful, he or she must think, act,
talk, and conduct himself as would a
successful person. (Skills building)
Attitude Point # 4
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The higher you go up in any
organization of value, the greater
the attitude you will find. (Worth to
the organization)
A great attitude is not the result of
success; rather success is the
result of a great attitude.
Parts taken from Human Behavior 2ed
Finally!!
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“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.
Parts taken from Human Behavior 2ed
Summary
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Values are the basic notion/convictions
of what is right and wrong and core
values are fairly stable over time.
Attitudes have three components:
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cognitive component.
affective component.
behavioral component.
Parts taken from Human Behavior 2ed
Summary
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Cognitive dissonance is a conflict
between two values or between
values and behavior.
Attitudes (value clusters) are
feelings and moods that affect
behavior and may change
frequently.
Parts taken from Human Behavior 2ed