ATTITUDES AND

VALUES

ATTITUDES


Definition
Attitude consists of the beliefs,
feelings, and intentions about
behaviours that people have
towards a person, event, task or
organization.


Components of Attitude


Cognitive Thinking
Affective Feeling
Conative Intention to
behave



Methods of changing
Attitudes



1. Cognitive Inconsistency

2. Persuasive Communication

Attitudes important to Organizational
Functioning


Job Satisfaction Affective component of
people towards work.
Job/Work Involvement includes:
Persons conscious choice to participate
in work
Extent to which a person considers his
job central/marginal to his life.
Organizational Commitment Willingness
to put forth considerable effort on
organizational behalf

VALUES

Definition

Value is an enduring belief that a
specific mode of conduct or end State
of existence is personally or socially
preferable to an opposite or converse
mode of conduct or end State of its
existence. Milton Rokeach

TWO TYPES OF VALUES

1. Instrumental Values Alternative
behaviour or means by which we achieve
desired ends.
Example Ambition, Broadmindedness,
Cheerful, Helpful, Honest etc.

2. Terminal Values End State or goals
the individual would like to achieve during
his/her lifetime.
Example Comfortable life, World of beauty,
Happiness, Salvation, Wisdom, Friendship
etc.