Values represent basic convictions 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 existence.

They contain a judgmental element and in that
they carry an individuals ideas as to what is
right, good or desirable.
Values are stable, long-lasting beliefs
about what is important in a variety of situations,
that guide our decisions and actions.

A significant portion of the values we hold is
established in our early years from parents,
teachers, friends and others.

Ex: you were told to be honest and
responsible. You were never
taught to be just a little bit
honest or a little bit responsible.

In simple: To judge what is right or
wrong, according to the situation
prevailing.
Rokeach value survey (RVS) consist of 2 sets of
values, with each set containing 18 individual
value items.

1. Terminal Values: Refers to desirable end state
of existence. These are the goals that a person
would like to achieve during his or her life
time.

2. Instrumental Values: Refers to preferable
modes of behaviour, or means of achieving the
terminal values.
Values are important to OB because

*They lay foundation for understanding
attitude and motivation because they
influence our perceptions.

Ex: We join an organisation with an expectation
(that is the value), if expectation are not
existing then values does not exist and
there is also a change in motivation and
attitude.
1. Theoretical- Places high importance on the
discovery of truth through a critical and rational
approach.
Ex: Values for investigating facts.
2. Economics- Interest in usefulness and practicality,
including the accumulation of wealth.
Ex: Income decides the purchase.
3. Aesthetic- Interest in beauty.
Ex: Gives values to the beauty or looks.
4. Social- Assigns value to the love of the people.
Ex: Interested in human relations.
5. Political- Interest in gaining power and
influencing other people.
Ex: Values the method of gaining power.

6. Religious- Interest in unity and understanding
the cosmos as a whole.
Ex: Values unity and spirituality.

Managers have to become capable of working
with people from different culture.

Values differ across culture, employee behaviour
also differs.

Geert Hofstede surveyed 1,16,000 IBM employees
in 40 countries and found 5 value dimensions.
1. Power distance: Power in institutions is unequally
distributed.
2. Individualism vs Collectivism
3. Quantity of life vs Quality of life: Quantity is values
for acquisition of money material and competition.
Quality of life is about value for relationship and
welfare for others.
4. Uncertainty avoidance: People preferring structured
over unstructured situations
[Structured- expecting a particular thing to happen
Unstructured- expecting anything to happen]
5. Long-term vs. Short-term orientation: Long term
orientation people plan for a safe future whereas short
term orientation people seek for social prestige.

Belief Established perception about what is true.

Katz assumption about belief
1. Individual censors his intake of communications to shield
his belief and practice.
2. An individual seeks out communications which supports
his beliefs and practices.
3. Second assumption is particularly true when the beliefs
and practices have undergone attack.

Conclusion: Belief vs opinion?

Belief- individuals conclusions on his own without
suggestion from others.
Opinions- Conclusions based on facts given by others.

Attitude represents the cluster of beliefs, assessed
feelings and behavioural intentions toward a
person, object or event.

Attitude are evaluative statements- either favorable
or unfavorable- concerning objects, people or
event. They reflect how one feels about
something.

Attitude are acquired or inherited?
Acquired.

Definition: Attitudes are learned
predisposition towards aspects of
our environment. They may be
positively or negatively directed
towards certain people, service or
institutions.

Experiment
Perceived Environment
Beliefs
Feelings
Behavioural
intentions
Behaviour
Emotional
episode
Attitude
Attitude are acquired from:
1. Direct experience: Personally rewarding or punishing
experience with an event, object or person.
Ex: Promotion for a person with in 6 months of joining.

2. Association: Attitude formation due to association of
one object towards other object.
Ex: Problem with one product in a brand would lead to
associating other products of the brand also having
problem.

3. Family and peer groups: If parents have a positive
attitude towards an object and the child admires his
parents, he is likely to adopt a similar attitude, even
without being told about the object and even without
having direct experience.
Ex: Father smokes- child form an positive attitude on
smoking
4. Neighborhood: We acquire attitude from the
neighborhood where we live.

5. Economic status and Occupations: Our
socio-economic background influence our attitude.
Ex: Attitude to use branded products.

6. Mass communication: Mass communications feed
their audience with information which leads to
formation of attitude.
Ex: Pepsi / Cokes position.

1. Job satisfaction: It refers to ones feeling towards ones
job. Job satisfaction leads to formation of + attitude.
[Occupational level, job content, leadership, pay &
promotions, interaction with work group, age,
education, role perception, gender]

2. Job Involvement: It refers to the degree with which an
individual perceives his/her performance level
important to self worth.

3. Organisational commitment: This can be understood as
ones identification with his/her organisation and feels
proud of being its employee. Turnover and
absenteeism are low when employees have
organisational commitment.