Values & Attitudes

Human Values
Values

are enduring beliefs that a

specific mode of conduct or endstate of existence is personally or
socially preferable to an opposite or
converse mode of conduct or endstate of existence. (Rokeach, p. 5)

value is a belief upon which one

acts by preference (Allport, 1961)

The Nature of Human

Values
The

total number of values a

person possesses is relatively small
All people everywhere possess the
same values to a different degree
Values include affective, cognitive,
and
behavioral
components
(Rokeach paper)

Values
Terminal

Values (end states of

existence) values that reflect a
desirable end-state in life. Goals a
person would like to achieve in life.

Instrumental

Values (modes of
conduct) values that reflect a
mode of behavior or means to
achieve terminal values.

Terminal Values
(Rokeach)

A comfortable life (a prosperous life)

An exciting life (stimulating, active life)
Sense of accomplishment (lasting
contribution)
A world at peace (free of war & conflict)
A world of beauty (nature & the arts)
Equality (equal opportunity for all)
Family security (taking care of loved ones)
Freedom (independence, free choice)
Happiness (contentedness)
Inner harmony (no inner conflict)
Mature love (sexual and spiritual intimacy)
National security (protection from attack)
Pleasure (an enjoyable, leisurely life)
Salvation (saved, eternal life)
Self-respect (self-esteem)
Social recognition (respect, admiration)
True friendship (close companionship)
Wisdom (a mature understanding of life)

Instrumental Values
(Rokeach)

Ambitious (hard-working, aspiring)

Broad-minded (open-minded)
Capable (competent, effective)
Cheerful (lighthearted, joyful)
Clean (neat, tidy)
Courageous (standing up for your beliefs)
Forgiving (willing to pardon others)
Helpful (working fro the welfare of others)
Honest (sincere, truthful)
Imaginative (daring, creative)
Independent (self-reliant, self-sufficient)
Intellectual (intelligent, reflective)
Logical (consistent, rational)
Loving (affectionate, tender)
Obedient (dutiful, respectful)
Polite (courteous, well-mannered)
Responsible (dependable, reliable)
Self-controlled (restrained, self-disciplined)

Values

Consequences of human values are

manifested
in
virtually
all
human
behavior. (Rokeach)

If you want
behavior, you
values.

Values generally influence attitudes and

behavior.
Value system is a hierarchy based on a
ranking of an individuals values in terms
of their intensity.

to understand a persons
must understand his or her

Value Systems
Source

of our value systems.

significant portion is genetically determined.

Other factors include national culture, parental
dictates, teachers, friends, and similar
environmental influences.
If we know an individuals values we are better
able to predict a behavior in a particular
situation.
Values

are relatively stable and

enduring.
Rokeach paper

Value Differences
Value

differences between generations

Value differences between regions & cultures

Unique Values
of Todays Workforce
Career
Stage

Entered the
Workforce

Approximate
Current Age

1. Protestant

Mid-1940s to
Late 1950s

60 to 75

Hard working; loyal to

firm; conservative

2. Existential

1960s to
Mid-1970s

45 to 60

Nonconforming; seeks
autonomy; loyal to self

3. Pragmatic

Mid-1970s to
Mid-1980s

35 to 45

Ambitious, hard worker;

loyal to career

4. Generation X

Mid-1980s
through 1990s

Under 35

Flexible, values leisure;

loyal to relationships

Chapter 3

Dominant
Work Values

10

Values Across Cultures

Power Distance
Individualism or Collectivism
Quantity or Quality of Life
Uncertainty Avoidance
Long-Term or Short-Term
Chapter 3

11

What Are Attitudes?

Cognitive
Affective

component

component

Behavioral

component
Chapter 3

12

Types of Attitudes
Job

satisfaction

Job

involvement

Organizational

commitment
Chapter 3

13

Importance
of the Elements

Cognitive
Dissonance

Degree of
Personal Influence

Rewards
Involved
Chapter 3

14

Attitude-Behavior Relationship
Moderating Variables

Importance

Specificity

Accessibility

Social pressures

Direct experience

Behavioral Influence
High

Low
Chapter 3

15

Self-Perception Theory

Behavior-Attitude Relationship

After
the Fact

Casual
Statements
Chapter 3

Plausible
Answers
16

Attitudes and Workforce

Diversity

Diversity
Training

Volunteer
Work
17

Measuring Job
Satisfaction
Single
Global
Rating

Summing
up Job
Facets
Chapter 3

18

Job
Job
Satisfaction
Satisfaction
and
and Employee
Employee
Performance
Performance
Chapter 3

19

Responses to Job Dissatisfaction

Active

Exit

Voice

Destructive

Constructive

Neglect

Loyalty

Passive
20

Attitudes
Attitudes

are very general evaluations

that people hold of themselves, other
people, objects, and issues.
i.e. do you think you are a good or bad
person? Are you for or against
abortion? Do you favor or oppose
capital punishment? Are you for or
against gay rights?

Attitudes differ from

Values
A value refers to a single belief of a
very specific kind.
An
attitude
refers
to
an
organization
of
several
beliefs
around
a
specific
object
or
situation.

(from Rokeach (1973). The Nature of Human Values. Free

Press, NY)

Bases of Attitudes
Attitudes

can be based on:

Affect

or feelings i.e. you dont like exotic

food because is makes you feel nauseated

Cognitions

or beliefs and knowledge i.e.

such as evaluating food based on fat content

Behaviors

or actions i.e. deciding you like

Wendys because you eat there every day

Attitudes can also impact

ABCs

You might feel happy in the presence of someone

you like (affective influence)
Think of mostly positive characteristics when asked
to list the persons traits (cognitive influence)
Agree to loan the person lunch money (behavioral
influence)

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

The Theory of Planned Behavior

(Ajzen, Fishbein, & Madden)

Behavioral
beliefs

Attitude

Outcome
evaluation

Behavioral
intention
Normative
beliefs
Motivation
To comply
Control
beliefs
Perceived
power

Subjective
norm

Perceived
Behavioral
Control

Behavior

Cognitive Dissonance
Festinger (1957)

Defined: psychological discomfort which

people are motivated to reduce
Results from inconsistency between two
elements:
Attitudes, beliefs, emotions, and behaviors
Example: writing an essay inconsistent with
your attitude. Behavior hard to change, so
beliefs and attitude might change
Festingers famous experiment (Tesser p.
216)

Summary

A value refers to a single belief of a very specific kind.

Values are the basic notion of what is right and wrong; they
are fairly stable over time.
An attitude refers to an organization of several beliefs
around a specific object or situation. Attitudes are very
general evaluations you make about something. They may
change frequently.
Values & Attitudes have three components: a cognitive
component, an affective component, and a behavioral
component
Cognitive dissonance is a conflict between two values and
behavior. Attitudes are feelings and moods that affect
behavior and may change frequently
To understand people, you need to understand their values
and attitudes