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 Contents

Attitude
 Types of Attitude
 Values
 Types of Values
 Attitude

Attitude is defined as “a learned

predisposition to respond in a
consistently favorable or unfavorable
manner with respect to a given
object.” That is, attitudes affect
behavior at a different level than
values…
Attitude Components

Cognitive component
The opinion or belief segment of an attitude.

Affective Component
The emotional or feeling segment of an attitude.

Behavioral Component
An intention to behave in a certain way toward
someone or something.
Formation of Attitudes

• Personal experience
• Association
• Family
• Peer group
• Society
• Personality factors
PERSONAL EXPERIENCE
- it is the direct contact between the individual and n attitude object.
The experience comes when a direct contact is established.

ASSOCIATION
- Man is a social animal. He comes across no of people in his daily life.
According to Blair.J.Kolasa . ” the influence of group on the attitudes of
the individual is inversely proportional to the distance of group from the
individual”

FAMILY
- The most of the what an individual express the opinion is the result of
family influence. A child soon after its birth becomes a Hindu, Muslim,
Christ, Vysya etc…… because of family. A child’s attitudes influence by
family members.
PEER GROUP
an equal age and taste group is called peer group. Peer group attitude
influence means what we often seek others who shares attitudes similar to our
own or else we change our attitude to confirm to the attitudes for those in the
peer group whose approval is importance to us.
SOCIETY
The society at large influence the attitudes of an individual. The differences
in attitudes is due to social factors. The society provides different experiences in
culture, practices, religion, ethnical differences, caste, race, structure etc
PERSONALITY FACTOR
Each individual has its own personality. He is different to others
irrespective his personal factors. A person may have different types of
personalities such as authoritarian, cooperative, soft corner, sharing, daring etc.
in each case his attitude toward an object is totally different from others.
 Values

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.
Value is a judgmental element of what is
right, good, or desirable.
 Importance of Values

1 2 3
Values lay the Individuals enter
foundation for the organizations with Values generally
understanding of notions of what is influence attitudes
attitudes and right with which and behavior.
motivation because and wrong they
they influence our interpret behaviors
perceptions. or outcomes
 Sources Of Values

PERSONAL EXPERIENCE
the experiences of own or others provides sufficient
values to individuals. Every individual considers most
valuable which satisfies him.
ASSOCIATION
the values are derived from the asssociation with group of
people. It includes the friends, teachers, professional
association etc. which add values to the system. The values
which an individual accepts earlier may get change when they
associate with peer group and hence when the association
changes the values too changes.
FAMILY
The most of the what an individual express the opinion is
the result of family influence. A child soon after its birth
becomes a Hindu, Muslim, Christ, Vysya etc…… because of
family. A child’s attitudes influence by family members.

CULTURAL FACTORS
an individual is inherited with cultural values and
when he joins an organization he associates himself with
organizational cultures. They are the factors which are
transferred from generation to generation.
RELIGIOUS FACTORS
every religion has a set of values, practices, beliefs,
conducts which are straight away passed on to individuals.
When an individual identity with a religion he represents a set
of values.

SOCIAL FACTORS
the society at large influence the attitudes of an individual.
The differences in attitudes is due to social factors. The society
provides different experiences in culture, practices, religion,
ethnical differences, caste, race, structure etc
ROLE DEMAND
the position of a person in an organization expects him
to imbibe certain positional values. One should have dual roles
to play i.e an individual and as an officer.

HALO EFFECT
the attachment of certain values based on unique feature
of an individual is called as Halo effect. Here, the series of
values are coined based on the single character.
 Types of Values
Rokeach Value Survey…

VALUES

Terminal Instrumental
Values Values
 Terminal Values

Desirable end-states of
existence; the goals that a
person would like to
achieve during his or her
lifetime.
 Instrumental Values

Preferable modes of
behavior or means of
achieving one’s
terminal values.
Thank You!