chapter 4
DESCRIPTION
chapter 4 OBTRANSCRIPT
Chapter 4
Copyright 2006, Vandeveer, Menefee,
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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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Copyright 2006, Vandeveer, Menefee,
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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 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
Statement Rating1. 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.