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ATTITUDE & VALUES
Dr. Anita Singh
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Attitudes
Attitudes
Evaluative
statements orjudgmentsconcerningobjects,
people, orevents.
Affective ComponentThe emotional or feeling segmentof an attitude.
Cognitive componentThe opinion or belief segmentof an attitude.
Behavioral ComponentAn intention to behave in a certainway toward someone or something.
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The Theory of Cognitive Dissonance
Desire to reduce dissonance
Importance of elements creating dissonance
Degree of individual influence over elements
Rewards involved in dissonance
Cognitive Dissonance
Any incompatibility between two or more attitudesor between behavior and attitudes.
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Measuring the A-B Relationship
Recent research indicates that attitudes (A)significantly predict behaviors (B) whenmoderating variables are taken into account.
Moderating Variables
Importance of the attitude
Specificity of the attitude
Accessibility of the attitude
Social pressures on the individual
Direct experience with the attitude
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Types of Attitudes
Job InvolvementIdentifying with the job, actively participating in it,and considering performance important to self-worth.
Organizational CommitmentIdentifying with a particular organization and itsgoals, and wishing to maintain membership in theorganization.
Job SatisfactionA collection of positive and/or negative feelings thatan individual holds toward his or her job.
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Types of Attitudes
Employee Engagement
An individuals involvement with, satisfaction with, and
enthusiasm for the organization.
Perceived Organizational Support (POS)
Degree to which employees feel the organization cares about
their well-being.
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An Application: Attitude Surveys
Attitude Surveys
Eliciting responses from employees throughquestionnaires about how they feel about their jobs,work groups, supervisors, and the organization.
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Sample Attitude Survey
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Attitudes and Workforce Diversity
Training activities that can reshape employee
attitudes concerning diversity:
Participating in diversity training that provides forself-evaluation and group discussions.
Volunteer work in community and social serve
centers with individuals of diverse backgrounds.
Exploring print and visual media that recount and
portray diversity issues.
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Responses to Job Dissatisfaction
E X H I B I T 35Source: C. Rusbult and D. Lowery, When
Bureaucrats Get the Blues,Journal of
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ValuesValues
Basic convictions that a specific mode of conduct orend-state of existence is personally or sociallypreferable to an opposite or converse mode of
conduct or end-state of existence.
Value System
A hierarchy based on a ranking of an individualsvalues in terms of their intensity.
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Importance of Values
Provide understanding of the attitudes,motivation, and behaviors of individualsand cultures.
Influence our perception of the worldaround us.
Represent interpretations of right and
wrong. Imply that some behaviors or outcomes are
preferred over others.
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Types of Values- Rokeach Value
SurveyTerminal Values
Desirable end-states of existence; the goals that aperson would like to achieve during his or herlifetime.
Instrumental Values
Preferable modes of behavior or means of achievingones terminal values.
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Hofstedes Framework for Assessing
CulturesPower Distance
The extent to which a society accepts that power ininstitutions and organizations is distributedunequally.
low distance: relatively equal distributionhigh distance: extremely unequal distribution
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Hofstedes Framework (contd)Collectivism
A tight social framework inwhich people expectothers in groups of which
they are a part to lookafter them and protectthem.
Individualism
The degree to whichpeople prefer to act asindividuals rather than
a member of groups.
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Hofstedes Framework (contd)
Achievement
The extent to which societal values are characterizedby assertiveness, materialism and competition.
Nurturing
The extent to which societal values emphasizerelationships and concern for others.
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Hofstedes Framework (contd)
Long-term Orientation
A national culture attribute that emphasizes thefuture, thrift, and persistence.
Short-term Orientation
A national culture attribute that emphasizes the
past and present, respect for tradition, and fulfillingsocial obligations.