1. ATTITUDE, BELIEF & VALUES
Session 9
ATTITUDE, BELIEF & VALUES

2. ATTITUDE, BELIEF & VALUES
Evaluative statement or judgment towards objects, people, or events based upon an individual’s own perception.
3 COMPONENTS OF AN ATTITUDE
ATTITUDE
Behavioral
Cognitive
Affective
The emotional or feeling segment of an attitude
The opinion or belief segment of an attitude
An intention to behave in a certain way toward someone or something

3. THE COMPONENTS OF ATTITUDE
Cognition, Affect, and Behavior are closely related
Cognition = Evaluation
My faculty gave a good grade
to a xyz student who deserved it
less than me. My faculty is unfair.
Negative
Attitude
Toward
Faculty
Affect = Feeling
I dislike my faculty.
Behaviour = Action
I’m looking for opportunity; I would
complain about my faculty
to anyone and everyone.
“ATTITUDE GOVERNS BEHAVIOUR”

4. Norms vs. Reality (Practical Value)
BELIEF & VALUES
Beliefs vs. Evidence
e.g., 1. MANESAR SAGA
2. Govt. Organisations
Norms vs. Reality (Practical Value)
e.g., IST vs. American Myth
Features of Values
Values (Norms) define what is good or bad, right or wrong.
They guide our behaviour wherever we go and are the primary source of our actions.
The stories of what happened in an organisation or in our personal life, often, offer valuable insights into the organisation’s or our own culture.

5. Value the VALUES in Your Life
BELIEF & VALUES
Exercise:
Value the VALUES in Your Life