Chapter 4

Copyright 2006,
Vandeveer, Menefee,
Sinclair 1
Learning Outcomes
Values and Attitudes
Recognize the need for
studying values
Describe the differences in
values between generations
and cultures
Explain the differences between
values and attitudes
Explain cognitive dissonance
Recognize the three
components of attitudes
Through self assessment, gain
a greater understanding of
ones own values
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Copyright 2006,
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Sinclair 2
Values and Attitudes
If you want to
understand a
persons behavior,
you must understand
his or her values.
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Copyright 2006,
Vandeveer, Menefee,
Sinclair 3
Values and Attitudes
Values are basic
convictions (notions)
about what is right and
wrong.
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Copyright 2006,
Vandeveer, Menefee,
Sinclair 4
Values and Attitudes
Importance of values
Values generally influence
attitudes and behavior.

Value system is a hierarchy
based on a ranking of an
individuals values in terms of
ones intensity.
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Copyright 2006,
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Sinclair 5
Values and Attitudes
Source of our Value
Systems
A significant portion is
genetically determined.
Other factors include
national culture, parents,
teachers, friends, and
similar environmental
influences.
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Sinclair 6
Values and Attitudes
Values are
relatively stable
and enduring.
If we know an
individuals values, we
are better able to
predict a behavior in
a particular situation.

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Sinclair 7
Values
Values differ between
generations.
Values differ between
regions.
Values differ between
cultures.
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Vandeveer, Menefee,
Sinclair 8
Values
Terminal values are
the end-state we hope
to achieve in life.

Instrumental values
are means of achieving
these terminal values.
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Copyright 2006,
Vandeveer, Menefee,
Sinclair 9
Terminal and
Instrumental Values in
Rokeach Value Survey
Terminal values
A comfortable life
An exciting life
A sense of accomplishment
A world at peace
Equality
Family security
Freedom
Happiness
Inner harmony
Mature love
National security
Pleasure
Salvation
Self-respect
Social recognition
True friendship
Wisdom
Instrumental values
Ambitious
Broad-minded
Capable
Cheerful
Clean
Courageous
Forgiving
Helpful
Honest
Imaginative
Independent
Intellectual
Logical
Loving
Obedient
Polite
Responsible
Self-controlled
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Attitudes
Attitudes have three
evaluative components:
Cognitive component of
an attitude is the opinion or
belief segment of an attitude.
Affective component is the
emotion or feeling segment
of an attitude.
Behavioral component is
the intention to behave in a
certain way toward someone
or something.
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Copyright 2006,
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Sinclair 11
Attitudes
Sources of Attitudes:
Acquired from parents,
teachers, and peer group
members.
There are genetic
predispositions.
Observations, attitudes
that we imitate.

Attitudes are less stable
than values.
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Cognitive Dissonance
Cognitive dissonance
is a conflict between two
values or between values
and behavior.

Chapter 4
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Sinclair 13
Sample Attitude Survey
Please answer each of the following statements
using the following rating scale:

5 = Strongly agree
4 = Agree
3 = Undecided
2 = Disagree
1 = Strongly disagree

Statement Rating
1. This company is a pretty good place to work. ____
2. I can get ahead in this company if I make the effort. ____
3. This companys wage rates are competitive. ____
4. Employee promotion decisions are handled fairly. ____
5 I understand the fringe benefits the company offers. ____
6. My job makes the best use of my abilities. ____
7. My workload is challenging but not burdensome. ____
8. I have trust and confidence in my boss. ____
9. I feel free to tell my boss what I think. ____
10. I know what my boss expects of me. ____

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Copyright 2006,
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Sinclair 14
Job-Related Attitudes
Job involvement
Extent that a person identifies
with his job.
Organizational commitment
Extent that a person identifies
with the organization. This is a
great predictor for turnover.
Job satisfaction
A persons general attitude
toward work.
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Sinclair 15
Responses to Job
Dissatisfaction.
Active
Passive
Constructive
Destructive
Loyalty
Exit
Neglect
Voice
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Sinclair 16
Attitude Point # 1
It is our attitude that tells
the world what we expect
in return. A cheerful
expectant attitude
communicates to everyone
we come in contact with
that we EXPECT THE BEST
in our dealings with our
customers.
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Attitude Point # 2
It is our attitude toward
life that determines lifes
attitude toward us. A
simple cause and effect.
It is your attitude
toward others that
determines others
attitude toward you.

Chapter 4
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Vandeveer, Menefee,
Sinclair 18
Attitude Point # 3
To achieve and find the
life you want, you must
think, act, talk, and
conduct yourself as would
the person you want to
become.
For example, if one wants
to be successful, he or she
must think, act, talk, and
conduct himself as would a
successful person.
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Copyright 2006,
Vandeveer, Menefee,
Sinclair 19
Attitude Point # 4
The higher you go up in
any organization of
value, the greater the
attitude you will find.
A great attitude is not
the result of success;
rather success is the
result of a great attitude.
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Vandeveer, Menefee,
Sinclair 20
Finally!!
The greatest
discovery of my
generation is that a
human being CAN
alter his life by
changing his attitude.
William James

And so it is with you you are
in charge of your attitude.
Chapter 4
Copyright 2006,
Vandeveer, Menefee,
Sinclair 21
Summary
Values are the basic
notion/convictions of what is
right and wrong and values
are fairly stable over time.
Attitudes have three
components:
cognitive component.
affective component.
behavioral component.
Chapter 4
Copyright 2006,
Vandeveer, Menefee,
Sinclair 22
Summary
Cognitive dissonance is a
conflict between two
values or between values
and behavior.

Attitudes are feelings and
moods that affect
behavior and may change
frequently.