1. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair1 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

2. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair2 Values and Attitudes If you want to understand a person’s behavior, you must understand his or her values.

3. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair3 Values and Attitudes Values are basic convictions (notions) about what is right and wrong.

4. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair4 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.

5. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair5 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.

6. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair6 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.

7. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair7 Values Values differ between generations. Values differ between regions. Values differ between cultures.

8. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair8 Values Terminal values are the end-state we hope to achieve in life. Instrumental values are means of achieving these terminal values.

9. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair9 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

10. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair10 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.

11. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair11 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.

12. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair12 Cognitive Dissonance Cognitive dissonance is a conflict between two values or between values and behavior.

13. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair13 Sample AttitudeSurvey Please answer each of the following statements using the following rating scale : 5 = Strongly agree 4 = Agree 3 = Undecided 2 = Disagree 1 = 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. ____

14. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair14 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.

15. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair15 Responses to Job Dissatisfaction. Active Passive Constructive Destructive Loyalty Exit Neglect Voice

16. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair16 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.

17. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair17 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.

18. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair18 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.

19. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair19 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.

20. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair20 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.

21. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair21 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.

22. Chapter 4 Copyright 2006, Vandeveer, Menefee, Sinclair22 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.