Parts taken from Human Behavior 2ed

Chapter 4Values and Attitudes

Parts taken from Human Behavior 2ed

Values and Attitudes

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

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

Source of our Value Systems

** 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.

Parts taken from Human Behavior 2ed

Values Priority

Control/Order/Discipline

Care/Nurture

75%

25%

25%

75%

Parts taken from Human Behavior 2ed

Values

Values differ between generations.

Values differ between regions.

Values differ between cultures.

Parts taken from Human Behavior 2ed

Types of Values 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

Terminal (Goal) 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 (Means) values Ambitious Broad-minded Capable Cheerful Clean Courageous Forgiving Helpful Honest Imaginative Independent Intellectual Logical Loving Obedient Polite Responsible Self-controlled

Parts taken from Human Behavior 2ed

AVC Values Theory

Parts taken from Human Behavior 2ed

Values Based Organizational Change Process

Parts taken from Human Behavior 2ed

Attitudes

Attitudes have three evaluative components: Cognitive component of an attitude is

the opinion or belief segment (values clusters) of an attitude.

Affective component is the emotion or feeling segment of an attitude. (life experiences)

Behavioral component is the intention to behave in a certain way toward someone or something. (Social experiences)

Parts taken from Human Behavior 2ed

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.

* Cognitive dissonance is a conflict between two or more attitudes or between behavior and attitudes.

Parts taken from Human Behavior 2ed

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.

Parts taken from Human Behavior 2ed

Attitude Reactions

Active

Passive

ConstructiveDestructive

Loyalty

Exit

Neglect

Voice

Parts taken from Human Behavior 2ed

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.

Attitude (Values clusters and value priorities) define our world view

Parts taken from Human Behavior 2ed

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.

Attitudes are developmental and can change with learning skills

Parts taken from Human Behavior 2ed

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. (Skills building)

Parts taken from Human Behavior 2ed

Attitude Point # 4

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!!

“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

Values are the basic notion/convictions of what is right and wrong and core values are fairly stable over time.

Attitudes have three components: cognitive component. affective component. behavioral component.

Parts taken from Human Behavior 2ed

Summary

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.