The document discusses social attitudes and their importance in group dynamics. It states that social attitudes are shaped by social values and can be either desires or aversions. Having a social attitude differs from just saying one will be social - it involves actively working to provide positive social experiences. Companies that train their staff to be courteous and considerate, and truly live those values through every customer interaction, tend to provide better service experiences despite potentially spending less on training alone. Social attitudes help determine behaviors and provide social control mechanisms for groups.

1.  Whatever the nature of the social values—the
content of the culture complex—the members of
the group are responsive to them. The values are
objects of human desire. This appreciation of the
social value is an attitude.
Prepared By : Gaurav Kohli

2.  “The attitude may be one of desire or one of
aversion”
 Having a social attitude is different than deciding
to be social. Social attitudes evolve within
workplace cultures who understand ‘being social’
is the difference between saying you offer an
experience and working hard to provide one.
Prepared By : Gaurav Kohli

3.  The first company spends 3 times more than the
second company in training their front-line staff to
be courteous and considerate and feel they have a
great streamlined approach to service. And they
are great to work with, it’s just a shame you are so
angry by the time you speak to one of them. The
second company, well, they live it. They make each
and every touch from the very beginning down to
follow-through spectacular– they spend less
money but put more time into being social!
Prepared By : Gaurav Kohli

4.  determines the behavior of the person and
provides the mechanism of social control
 attitude always represents an effort on the part of
the individual to get some sort of recognition in
the group organization
 Life organization demands membership in a group
and the attitudes are the expression of a desire for
status.
 The social disapproval of the non-conformist
person operates as the strongest and generally as
the only effective inhibiting force to the repetition
of a type of activity socially unacceptable.
Prepared By : Gaurav Kohli

5.  “A motive is inner state that energize, activates or
moves and direct toward goals”
 “Motivation is channelization and activation of the
motive”
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6.  Based on motive
 Affected by motivating
 Goal directed behavior
 Related to satisfaction
 Person motivated in totality
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7. GOAL GOAL
NEED TENSION DIRECTED FULFILLMENT
BEHAVIOUR
FAVOURABLE
ENVIRONMENT
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8. GOAL
SELF HUMAN
MOTIVATION DIRECTED
PERCEPTION RELATION
BEHAVIOUR
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9.  Status
 Promotion
 Responsibility
 Pleasure and interest
 Recognition
 Social importance
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10. Prepared By : Gaurav Kohli