ATTITUDE AND VALUES

PRESENTED BY : D PRIYANKA TRINATH ROUTRAY

ATTITUDES
Attitudes refer to feeling and belief of an individual or group of people. An attitude is mental state of readiness, learned and organized through experience , exerting a specific influence on persons response to people, object and situation with which it is related Attitudes are organized and are core to an individual.

Components of attitudes

Affective

Attitude

cognitive

Behaviour

Components of attitudes
In general ,attitudes comprise three elements . They are : An affective component The feeling ,sentiment , moods and emotions about some idea , person , event or object A cognitive element The beliefs , opinion , knowledge or information held by the individual A behavioural component-The predisposition to get on a favourable or unfavourable evaluation.

Formation of attitude
Mass communicat ion Experience with the object Classical conditioning

Economic status

ATTITUDES

Operant conditioning

neighbourho od

Family and peer group

Vicarious learning

There are 8 formation of attitudes :Direct experience with object: Attitudes can develop from a personally rewarding or punishing experience with an object. Employee from attitudes about jobs on their previous experiences. Classical conditioning and attitudes :The classical conditioning processes that made Pavlov's dogs salivate at sound of a bell can explain how attitude are acquired. people develop association between various object and the emotional reactions that accompany them.

Operant conditioning and attitude acquisition :another learning process, operant conditioning, also underlies attitude acquisition. attitude that are reinforced, either verbally or non-verbally ,tend to be maintained. Vicarious learning : This refer to formation of attitudes by observing behaviour of others and consequences of that behaviour . It is through vicarious learning processes that children pick up the prejudices of their parents .

 Family and peer groups: A person may learn attitudes through imitation of parents. Attitude are acquired from peer group in colleges and organization . Neighbourhood :The neighbourhood we live in has a certain structure in terms of its having cultural facilities, religious grouping, and possibly ethnic differences. Economic status and occupation :our economic and occupation positions also contribute to attitudes formation . our socio-economic background influences our present and future attitudes.

Mass communication :all varieties of mass communication television ,radio , newspapers , and magazines feed their audiences large quantities of information.

FUNCTIONS OF ATTITUDE
Adjustment

Ego defensive

ATTITUDE
Knowledge Value expression

ADJUSTMENT FUNCTION

This attitude helps employees to adjust their environment and are a basis for future behaviour.
EGO DEFENCE FUNCTION

This attitude helps people often from and maintain certain attitude to protect their self image.

EXPRESSIVE FUNCTION
This function contains three main aspects :
It helps express the individuals central value and self identity. It helps individuals define their selfconcept, and facilitates the adoption of sub- culture values considered important. It also helps individual adopt the value of a group they have recently joined and as a consequence, they are better able to relate to the group.

KNOWLEDGE FUNCTION
This function can serve two purpose:
It helps us understand how a e. certain person is likely to believe It can help the manager to change the attitude of another person.

WORK RELETED ATTITUDE

Two types: JOB SATISFACTION ORGANISATIONAL COMMITMENT

JOB SATISFACTION
It is the general attitude of employees towards their jobs. When the attitude of an employee towards his/her job is positive, there exist job satisfaction. Employee can be satisfied with some element of the job while simultaneously dissatisfied with others.

VALUES
Values represent stable , long lasting beliefs about what is important. Values are evaluative standard that help us define what is right or wrong , good or bad , in the world. Values differs from attitude. Values are general believes about life , where as attitude are directed specific objects , event , or people.

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TWO TYPES OF VALUES

1.Terminal values 2.Instrumental Value 1.Terminal Value
it desired state of existence that we think are worth striving for.

2.Instrumental Valueit is a desirable modes of behaviour that helps us to reach the objective of terminal values.

 ANOTHER WAY OF CATAGORISED

VALUESTHEORITICAL-Values the discovery of truth and emphasises critical and rational approach to problems. ECONOMIC-Values utility & practically & emphasizes
standard of living.

AESTHETIC- Values form grace , and hormony &

emphasizes artistic aspects of life.

SOCIAL- Values love of people and altruism & emphasizes

concern for others.

POLITICAL- Values power , position , & influence &

emphasizes competition and winning.