CULTURE,VALUE

&
ATTITUDE

10 JUL 01 1
 WHY KNOW ABOUT CVA
• ADDS TO OUR KNOWLEDGE
• HELPS US UNDERSTAND OURSELVES
BETTER
• WE LEARN WHAT TO CHANGE IF WE
HAVE TO CHANGE
• HELPS DEVELOP BETTER
UNDERSTANDING OF LIFE AND
OTHERS

10 JUL 01 2
 BELIEFS
 YOUR LIFE IS A PERFECT REFLECTIONS
OF YOUR BELIEFS

 WHEN YOU CHANGE YOUR DEEPEST

BELIEFS ABOUT THE WORLD, YOUR
LIFE CHANGES ACCORDINGLY

 BELIEF IS WHAT MAKES THINGS

HAPPEN

10 JUL 01 3
 BELIEFS
 BELIEFS ARE THE LENS TO THE
ENVIRONMENT

 BELIEFS ARE TRUE-FALSE

CONTINUUM WITH A PROBABILITY
SCALE

 BELIEFS REPRESENT WHAT YOU

AGREE WITH AND WHAT YOU
USUALLY THINK IS TRUE

10 JUL 01 4
 BELIEFS
 SOMETHINGS YOU BELIEVE TO BE
ABSOLUTELY TRUE.

 SOME YOU BELIEVE TO BE PROBABLY

TRUE.

 SOME YOU ARE NOT SURE ABOUT.

 SOME YOU THINK ARE FALSE,

PROBABLY OR ABSOLUTELY.

10 JUL 01 5
 BELIEFS
 ALL OF US HAVE A STORY AND WE
TEND TO LIVE BY IT

 THE STORY BECOMES LIMITING

FACTOR

 ONLY IF WE CHANGE / REJECT BELIEFS

THE STORY CAN CHANGE

 BELIEFS DETERMINE QUALITY OF LIFE

 BY VERY NATURE THEY CAN BE NOT

LOGICAL
10 JUL 01 6
VALUES
 VALUE
•IT IS AN ENDURING BELIEF

•THAT A SPECIFIC WAY OF

CONDUCT OR END-STATE OF
EXISTENCE WHICH IS PERSONALLY
OR SOCIALLY PREFERABLE

•A CONTINUUM OF RELATIVE
IMPORTANCE

•VALUE SYSTEM – ENDURING ORG

OF BELIEFS
10 JUL 01 8
 VALUE
•VALUE IS A STANDARD

•IT GUIDES AND DETERMINES

ACTIONS, ATTITUDES TOWARDS
OBJECTS / SITUATION

•IT LEADS TO JUDGEMENT ABOUT

THINGS / PEOPLE

10 JUL 01 9
 VALUE
• VALUE IS A COGNITION ABOUT THE DESIRABLE –
CORRECT WAY TO BEHAVE OR THE CORRECT
END-STATE TO STRIVE FOR.

• VALUE IS AFFECTIVE – ONE CAN FEEL

EMOTIONAL ABOUT IT, FOR OR AGAINST IT.

• APPROVE OR DISAPPROVE THOSE WHO

EXHIBIT POSITIVE OR NEGATIVE INSTANCES OF
IT.

• VALUE HAS A BEHAVIOURAL COMPONENT –

LEADS TO ACTION WHEN ACTIVATED.

10 JUL 01 10
 VALUE
• TYPES

– INSTRUMENTAL – DESIRED MODE OF

CONDUCT – HONESTY, COMMITMENT

– TERMINAL – DESIRED END STATE –

HARMONY, WORLD PEACE, PEACEFUL
CO-EXISTENCE OF HUSBAND & WIFE

10 JUL 01 11
 VALUE
• TYPES
– ABSOLUTE – BLACK OR WHITE - NO
COMPROMISE

– RELATIVE – SHADES OF GRAY – RANK

ORDER OF ONE VALUE OVER OTHER

10 JUL 01 12
CHARACTERISTICS OF VALUE
• A SINGLE BELIEF
• ABSTRACT IDEALS – POSITIVE OR
NEGATIVE
• IMBIBED EARLY IN LIFE GRADUALLY
/ CONSCIOUSLY – TAUGHT /
LEARNED
• ONCE INTERNALISED, IT IS THE
STANDARD FOR
• GUIDING ACTIONS OF INDIVIDUALS
• COMPARISON OF SELF WITH OTHERS
• MORALLY JUDGING OTHERS
• JUDGING ACTIONS OF SELF AND
10 JUL 01OTHERS 13
CHARACTERISTICS OF VALUE
• KEEPS GETTING REINFORCED
• HAS FIRM GRIP ON BEHAVIOUR
• NOT TIED OR SPECIFIC TO ANY
OBJECT OR SITUATION
• ABSOLUTE ALL OR NONE –
HONESTY , LOYALTY
• RELATIVE – CERTAIN SITUATIONS
CALL FOR CHOOSING BETWEEN
TWO
• CORE OF CULTURE
10 JUL 01 14
SOURCES OF FORMATION OF
VALUE AND BELIEF SYSTEM
• SOCIALIZATION
• CULTURE
• EDUCATION
• OBSERVATIONS &
PERCEPTIONS
• MEDIA
• RELIGION
• HISTORY
• LITERATURE
• FEEDBACK
10 JUL 01 15
CAUSES FOR THE EROSION
OF CORE VALUES
• PERSONAL VESTED INTEREST
• SOCIO ECONOMIC CONDITIONS
• POOR STANDARDS OF WELFARE
• FAVOURITISM
• LACK OF FAITH IN THE SYSTEM
• LACK OF COMMITMENT BY LEADERS
• CORRUPTION IN SOCIETY
• MIXED UP LOYALTIES
• LACK OF RECOGNITION BY SOCIETY
10 JUL 01 16
 ATTITUDE
 ATTITUDE IS AN ORGANISATION
OF SEVERAL BELIEFS AROUND A
SPECIFIC OBJECT OR A SITUATION.
 UNLIKE A VALUE, ATTITUDE IS
NOT A STANDARD.
 COMPONENTS ARE
• COGNITION- BELIEFS /
PERCEPTIONS
• EVALUATION – OBJECT QUALITY
• BEHAVIOURAL PREDISPOSITION
10 JUL 01 17
FORMATION OF ATTITUDE

• DIRECT EXPERIENCE WITH PEOPLE,

OBJECTS, SITUATION
• ASSOCIATION WITH SIMILAR
PEOPLE, OBJECTS, SITUATION
• FAMILY, PEER GROUPS,
NEIGHBOURHOOD
• SOCIO-ECONOMIC STATURE,
PROFESSION
• MASS COMMUNICATIONS
10 JUL 01 18
FUNCTIONS OF ATTITUDE

• DETERMINE MEANINGS

• RECONCILE CONTRADICTIONS
BETWEEN INDIVIDUALS &
ORGS
• ORGANISE FACTS

• SELECT FACTS
10 JUL 01 19
STABILISATION OF ATTITUDES
FACTORS RESPONSIBLE IN KEEPING IT
STABILISED ARE :
• RESIST CHANGE – EXPOSE ONLY BRIEFLY
TO NEW INFORMATION.

• ACTIVELY TEND TO SEEK REINFORCEMENT

OF BELIEFS, ATTITUDES AND VALUES.

• TEND TO SEEK PEOPLE WITH SAME VIEWS.

• INCASE DIFFERING VIEWS ARE TO BE

CONFRONTED THEN ONE TENDS TO STOP
LISTENING TO THEM.
10 JUL 01 20
 ATTITUDE CHANGE
• PERSUASION
• CREDIBILITY
• ATTRACTIVENESS
• THE MESSAGE
• PRESENTATION (ONE CANCER YOU CAN
GIVE YOURSELF – HORRIBLE ISN’T IT?)
• CONSISTENCY AND RATIONALISATION
• COERCIVE PERSUASION (BRAIN
WASHING, NEW GPS)
• COGNITIVE DISSONANCE
10 JUL 01 21
VALUES AND ATTITUDES
COMPARED
SIMILARITIES
• VALUES AND ATTITUDES ARE
IMPORTANT VARIABLES
INFLUENCING PROCESSES AND
BEHAVIOUR.
• THEY ARE LEARNED AND ACQUIRED
FROM THE SAME SOURCES.
• THEY ENDURE AND ARE RESISTANT
TO CHANGE.
• HAVE RECIPROCAL INFLUENCE AND
10 JUL 01 22
 VALUES AND ATTITUDES
COMPARED
DIFFERENCES
VALUES ATTITUDES
• REPRESENT JUDGE- • REPRESENT
MENT ON WHAT PREDISPOSITIONS
OUGHT TO BE TO RESPOND
• REPRESENT • REPRESENT SEVERAL
SINGLE BELIEFS FOCUSSED
BELIEF THAT ON A SPECIAL OBJECT
GUIDES OR SIT
ACTION & JUDGE-
MENT
• DERIVED ACROSS
FROM • ARE PERSONAL
OBJECTS
SOCIAL AND & SITS EXPERIENCES
CULTURAL
10 JUL 01
MORES 23
 CULTURE
CULTURE IS LEARNED WAY OF
LIVING, TRANSMITTED SOCIALLY
FROM ONE PERSON TO ANOTHER
THROUGH THE YEARS NOT
UNCHANGED, YET WITH A
PARTICULAR FUNDAMENTAL
PATTERN,
WHICH IS IDENTIFIABLE.
10 JUL 01 24
 CULTURE

THAT COMPLEX WHOLE WHICH INCLUDES

ART, KNOWLEDGE, BELIEF, MORALS, LAW
& ANY OTHER CAPABILITIES AND HABITS
ACQUIRED BY MAN AS A MEMBER OF
SOCIETY.

10 JUL 01 25
 CULTURE
INTERPRETATION
• PATTERN OF BELIEFS & BEHAVIOUR
LEARNED FROM OTHER MEMBERS OF
SOCIETY.

• TOTALITY OF LEARNED EXPERIENCE

THROUGH SOCIAL INTERACTION.

• SOCIALLY LEARNED BEHAVIOUR.

• DEFINES ACCEPTED WAYS OF

BEHAVIOUR.
10 JUL 01 26
FORMATION OF CULTURE
• BY CULTURALLY PATTERNED
BEHAVIOUR OF PARENTS AND
PARENTAL FIGURES TOWARDS
CHILD

• BY OBSNS OF PATTERNS OF
BEHAVIOUR IN SOCIETY

10 JUL 01 27
FORMATION OF CULTURE
• BY EDUCATION AND
INSTRUCTIONS RECEIVED
THROUGH INSTITUTIONS

• GEOGRAPHIC INFLUENCES

• TRADITION DIRECTED CULTURAL

INFLUENCES

10 JUL 01 28
 FEATURES OF CULTURE
• CHANGES SLOWLY THUS
ENSURING STABILITY AND
SECURITY OF SOCIETY

• USUALLY RESISTS CHANGE

• MAY INTERFERE WITH RATIONAL

PRODUCTION AND EFFICIENCY
10 JUL 01 29
ORGANISATIONAL CULTURE

SET OF BELEIFS, VALUES AND

ATTITUDES HELD BY A MAJORITY
OF MEMBERS OF AN
ORGANISATION – OFTEN
UNCONSCIOUSLY – LEADING TO
NORMS (UNWRITTEN RULES) OF
THINKING, FEELING AND
BEHAVIOUR.
10 JUL 01 30
ORGANISATIONAL CULTURE

• REPRESENTS COMMON PERCEPTION

OF MEMBERS OF AN ORGANISATION

• IS UNIQUE AND DISTINCT

• BINDS MEMBERS WITH RESPECT TO

GOVERNING VALUES, ATTITUDES
AND GOALS

10 JUL 01 31
ORGANISATIONAL CULTURE

• TELLS EMPLOYEES HOW TO DO

THINGS AND IN WHAT FASHION IN
THAT ORG

• CONCERNED WITH HOW EMPLOYEES

PERCEIVE ASPECTS SUCH AS
AUTONOMY, STRUCTURE, REWARDS,
CONSIDERATION AND CONFLICT.

10 JUL 01 32
ELMENTS OF ORG CULTURE
ENVIRONMENT

VA
OS

LUE
HER

ORGANI-

S
SATIONAL
CULTURE

RI K
TU OR
AL W
S T
10 JUL 01 NE 33
 FIVE ELEMENTS OF ORG
• CULTURE
AN ENVIRONMENT THAT DEFINES
WHAT AN ORG MUST DO FOR
SUCCESS.

• VALUES WHICH DEFINE ‘SUCCESS’

AND FORM THE HEART OF CULTURE.

• HEROS WHO PERSONIFY THE

VALUES AND ACT AS TANGIBLE
ROLE MODELS FOR SUCCESS.
10 JUL 01 34
 FIVE ELEMENTS OF ORG
CULTURE
• RITES AND RITUALS SPELL OUT THE
KIND OF BEHAVIOUR EXPECTED.

• CULTURAL NETWORK WHICH

CARRIES THE VALUES AND HEROIC
MYTHOLOGY-ACTS AS LIFE-LINE FOR
CULTURE .

10 JUL 01 35
 IN A NUT SHELL

ATTITUDE TO WORK PERSONALITY

EF S OWN ATTITUDE TO LIFE

LI
N BE VALUES
OW
ATTITUDE TO FRIEND

CULTURE

OTHERS

10 JUL 01 36