Values & Attitudes Values & Attitudes
Values & AttitudesValues & Attitudes
Human ValuesHuman Values
ValuesValues are “enduring beliefs that a are “enduring beliefs that a specific mode of conduct or end-specific mode of conduct or end-state of existence is personally or state of existence is personally or socially preferable to an opposite or socially preferable to an opposite or converse mode of conduct or end-converse mode of conduct or end-state of existence. (Rokeach, p. 5)state of existence. (Rokeach, p. 5)
A value is a belief upon which one A value is a belief upon which one acts by preference (Allport, 1961)acts by preference (Allport, 1961)
The Nature of Human The Nature of Human ValuesValues
The total number of values a The total number of values a person possesses is relatively smallperson possesses is relatively small
All people everywhere possess the All people everywhere possess the same values to a different degreesame values to a different degree
Values include affective, cognitive, Values include affective, cognitive, and behavioral components and behavioral components (Rokeach paper)(Rokeach paper)
ValuesValuesTerminal ValuesTerminal Values (“end states of (“end states of
existence”) – values that reflect a existence”) – values that reflect a desirable end-state in life. Goals desirable end-state in life. Goals a person would like to achieve in a person would like to achieve in life.life.
Instrumental ValuesInstrumental Values (“modes (“modes of conduct”) – values that reflect of conduct”) – values that reflect a mode of behavior or means to a mode of behavior or means to achieve terminal values.achieve terminal values.
Terminal Values Terminal Values (Rokeach)(Rokeach)
A comfortable life (a prosperous life)A comfortable life (a prosperous life) An exciting life (stimulating, active life)An exciting life (stimulating, active life) Sense of accomplishment (lasting Sense of accomplishment (lasting
contribution)contribution) A world at peace (free of war & conflict)A world at peace (free of war & conflict) A world of beauty (nature & the arts)A world of beauty (nature & the arts) Equality (equal opportunity for all)Equality (equal opportunity for all) Family security (taking care of loved ones)Family security (taking care of loved ones) Freedom (independence, free choice)Freedom (independence, free choice) Happiness (contentedness)Happiness (contentedness) Inner harmony (no inner conflict)Inner harmony (no inner conflict) Mature love (sexual and spiritual intimacy)Mature love (sexual and spiritual intimacy) National security (protection from attack)National security (protection from attack) Pleasure (an enjoyable, leisurely life)Pleasure (an enjoyable, leisurely life) Salvation (saved, eternal life)Salvation (saved, eternal life) Self-respect (self-esteem)Self-respect (self-esteem) Social recognition (respect, admiration)Social recognition (respect, admiration) True friendship (close companionship)True friendship (close companionship) Wisdom (a mature understanding of life)Wisdom (a mature understanding of life)
Ambitious (hard-working, aspiring) Broad-minded (open-minded) Capable (competent, effective) Cheerful (lighthearted, joyful) Clean (neat, tidy) Courageous (standing up for your beliefs) Forgiving (willing to pardon others) Helpful (working fro the welfare of others) Honest (sincere, truthful) Imaginative (daring, creative) Independent (self-reliant, self-sufficient) Intellectual (intelligent, reflective) Logical (consistent, rational) Loving (affectionate, tender) Obedient (dutiful, respectful) Polite (courteous, well-mannered) Responsible (dependable, reliable) Self-controlled (restrained, self-disciplined)
Instrumental Values Instrumental Values (Rokeach)(Rokeach)
ValuesValues ““Consequences of human values are Consequences of human values are
manifested in virtually all human manifested in virtually all human behavior.” (Rokeach)behavior.” (Rokeach)
If you want to understand a person’s If you want to understand a person’s behavior, you must understand his or her behavior, you must understand his or her values.values.
Values generally influence attitudes and Values generally influence attitudes and behavior.behavior.
Value system – is a hierarchy based on a Value system – is a hierarchy based on a ranking of an individual’s values in terms ranking of an individual’s values in terms of their intensity.of their intensity.
Value SystemsValue Systems
Source of our value systems.Source of our value systems. A significant portion is A significant portion is geneticallygenetically
determined.determined. Other factors include national Other factors include national cultureculture, ,
parental dictates, teachers, friends, and parental dictates, teachers, friends, and similar environmental influences.similar environmental influences.
If we know an individual’s values we are If we know an individual’s values we are better able to predict a behavior in a better able to predict a behavior in a particular situation.particular situation.
Values are relatively stable and Values are relatively stable and enduringenduring..
Rokeach paperRokeach paper
Value DifferencesValue Differences
Value differences between generationsValue differences between generations Value differences between regions & Value differences between regions &
culturescultures
Chapter 3Chapter 3 1010
Unique Values Unique Values of Today’s Workforceof Today’s Workforce
CareerStage
Entered theWorkforce
ApproximateCurrent Age
Dominant Work Values
1. Protestant
2. Existential
3. Pragmatic
4. Generation X
Mid-1940s toLate 1950s
1960s to Mid-1970s
Mid-1970s toMid-1980s
Mid-1980sthrough 1990s
60 to 75
45 to 60
35 to 45
Under 35
Hard working; loyal tofirm; conservative
Nonconforming; seeksautonomy; loyal to self
Ambitious, hard worker;loyal to career
Flexible, values leisure;loyal to relationships
Chapter 3Chapter 3 1111
Values Across CulturesValues Across CulturesValues Across CulturesValues Across Cultures
Power DistancePower Distance
Individualism or CollectivismIndividualism or Collectivism
Quantity or Quality of LifeQuantity or Quality of Life
Uncertainty AvoidanceUncertainty Avoidance
Long-Term or Short-TermLong-Term or Short-Term
Chapter 3Chapter 3 1212
What Are Attitudes?What Are Attitudes?
Cognitive componentCognitive component
Affective componentAffective component
Behavioral Behavioral
componentcomponent
Chapter 3Chapter 3 1313
Types of AttitudesTypes of Attitudes
Job satisfactionJob satisfaction
Job involvementJob involvement
Organizational Organizational
commitmentcommitment
Chapter 3Chapter 3 1414
Importance Importance of the Elementsof the Elements
Importance Importance of the Elementsof the Elements
CognitiveCognitiveDissonanceDissonanceCognitiveCognitive
DissonanceDissonanceDegree ofDegree of
Personal InfluencePersonal InfluenceDegree ofDegree of
Personal InfluencePersonal Influence
RewardsRewardsInvolvedInvolvedRewardsRewardsInvolvedInvolved
Chapter 3Chapter 3 1515
Attitude-Behavior RelationshipAttitude-Behavior Relationship
ImportanceImportance
SpecificitySpecificity
AccessibilityAccessibility
Social pressuresSocial pressures
Direct experienceDirect experience
Moderating VariablesModerating Variables Behavioral InfluenceBehavioral Influence
High
Low
Chapter 3Chapter 3 1616
Self-Perception TheorySelf-Perception Theory
AfterAfterthe Factthe Fact
CasualCasualStatementsStatements
PlausiblePlausibleAnswersAnswers
Behavior-Attitude RelationshipBehavior-Attitude Relationship
1717
Attitudes and Workforce Attitudes and Workforce DiversityDiversity
DiversityDiversityTrainingTraining
VolunteerVolunteerWorkWork
Chapter 3Chapter 3 1818
Measuring JobSatisfaction
SingleSingleGlobalGlobalRatingRating
SummingSummingup Jobup JobFacetsFacets
Chapter 3Chapter 3 1919
JobJob
SatisfactionSatisfaction
and Employeeand Employee
PerformancePerformance
JobJob
SatisfactionSatisfaction
and Employeeand Employee
PerformancePerformance
2020
Responses to Job DissatisfactionResponses to Job Dissatisfaction
Destructive
Active
Passive
Constructive
Exit Voice
Neglect Loyalty
AttitudesAttitudes
Attitudes are “very general Attitudes are “very general evaluations that people hold of evaluations that people hold of themselves, other people, objects, themselves, other people, objects, and issues.and issues.
i.e. do you think you are a good or i.e. do you think you are a good or bad person? Are you for or against bad person? Are you for or against abortion? Do you favor or oppose abortion? Do you favor or oppose capital punishment? Are you for or capital punishment? Are you for or against gay rights?against gay rights?
Attitudes differ from Attitudes differ from ValuesValues
A value “refers to a single belief of A value “refers to a single belief of a very specific kind.”a very specific kind.”
An attitude “refers to an An attitude “refers to an organization of several beliefs organization of several beliefs around a specific object or around a specific object or situation.”situation.”
(from Rokeach (1973). The Nature of Human Values. (from Rokeach (1973). The Nature of Human Values. Free Press, NY)Free Press, NY)
Bases of AttitudesBases of Attitudes
Attitudes can be based on:Attitudes can be based on: Affect or feelings Affect or feelings i.e. you don’t like exotic i.e. you don’t like exotic
food because is makes you feel nauseatedfood because is makes you feel nauseated
Cognitions or beliefs and knowledge Cognitions or beliefs and knowledge i.e. i.e. such as evaluating food based on fat contentsuch as evaluating food based on fat content
Behaviors or actions Behaviors or actions i.e. deciding you like i.e. deciding you like Wendy’s because you eat there every dayWendy’s because you eat there every day
Attitudes can also impact Attitudes can also impact ABCsABCs
You might feel happy in the presence of someone You might feel happy in the presence of someone you like (affective influence)you like (affective influence)
Think of mostly positive characteristics when asked Think of mostly positive characteristics when asked to list the person’s traits (cognitive influence)to list the person’s traits (cognitive influence)
Agree to loan the person lunch money (behavioral Agree to loan the person lunch money (behavioral influence)influence)
AttitudesAttitudes
Sources of AttitudesSources of Attitudes Acquired from parents, teachers, and Acquired from parents, teachers, and
peer group memberspeer group members There are “genetic” predispositionsThere are “genetic” predispositions Observations, attitudes that we imitateObservations, attitudes that we imitate
Attitudes are less stable than valuesAttitudes are less stable than values
The Theory of Planned BehaviorThe Theory of Planned Behavior(Ajzen, Fishbein, & Madden)(Ajzen, Fishbein, & Madden)
Attitude
Perceived Behavioral
Control
Subjectivenorm
Behavioralbeliefs
Outcomeevaluation
Normativebeliefs
MotivationTo comply
Controlbeliefs
Perceivedpower
Behavioralintention
Behavior
Cognitive DissonanceCognitive DissonanceFestinger (1957)Festinger (1957)
Defined: “psychological discomfort” which Defined: “psychological discomfort” which people are motivated to reducepeople are motivated to reduce
Results from inconsistency between two Results from inconsistency between two elements:elements:
Attitudes, beliefs, emotions, and behaviorsAttitudes, beliefs, emotions, and behaviors Example: writing an essay inconsistent Example: writing an essay inconsistent
with your attitude. Behavior hard to with your attitude. Behavior hard to change, so beliefs and attitude might change, so beliefs and attitude might changechange
Festinger’s famous experiment (Tesser p. Festinger’s famous experiment (Tesser p. 216)216)
SummarySummary A value “refers to a single belief of a very specific kind.” A value “refers to a single belief of a very specific kind.”
Values are the basic notion of what is right and wrong; Values are the basic notion of what is right and wrong; they are fairly stable over time. they are fairly stable over time.
An attitude “refers to an organization of several beliefs An attitude “refers to an organization of several beliefs around a specific object or situation.” Attitudes are very around a specific object or situation.” Attitudes are very general evaluations you make about something. They may general evaluations you make about something. They may change frequently. change frequently.
Values & Attitudes have three components: a cognitive Values & Attitudes have three components: a cognitive component, an affective component, and a behavioral component, an affective component, and a behavioral componentcomponent
Cognitive dissonance is a conflict between two values and Cognitive dissonance is a conflict between two values and behavior. Attitudes are feelings and moods that affect behavior. Attitudes are feelings and moods that affect behavior and may change frequentlybehavior and may change frequently
To understand people, you need to understand their To understand people, you need to understand their values and attitudesvalues and attitudes