Values represent basic convictions about what is right and wrong, and tend to be stable over time. Attitudes have cognitive, affective, and behavioral components and can change more frequently than values. Cognitive dissonance refers to a conflict between values or between values and behavior.

1. Learning Outcomes –
Values and Attitudes
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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
one’s own values
Chapter 4
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2. Values and Attitudes
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If you want to
understand a
person’s behavior,
you must understand
his or her values.
Chapter 4
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Sinclair
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3. Values and Attitudes
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Values are basic
convictions (notions)
about what is right and
wrong.
Chapter 4
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4. Values and Attitudes
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Importance of values –
Values generally influence
attitudes and behavior.
Value system is a
hierarchy based on a ranking
of an individual’s values in
terms of one’s intensity.
Chapter 4
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5. Values and Attitudes
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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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6. Values and Attitudes
Values are
relatively stable
and enduring.
 If we know an
individual’s values,
we are better able to
predict a behavior in a
particular situation.
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Chapter 4
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7. Values
Values differ between
generations.
 Values differ between
regions.
 Values differ between
cultures.
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8. Values
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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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9. Terminal and
Instrumental Values in
Rokeach Value
Survey
Instrumental values
Terminal values
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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
Chapter 4
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Ambitious
Broad-minded
Capable
Cheerful
Clean
Courageous
Forgiving
Helpful
Honest
Imaginative
Independent
Intellectual
Logical
Loving
Obedient
Polite
Responsible
Self-controlled
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10. Attitudes
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Attitudes have three
evaluative components:
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Chapter 4
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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11. Attitudes
Sources of Attitudes:
 Acquired from parents,
teachers, and peer group
members.
 There are “genetic”
predispositions.
 Observations, attitudes
that we imitate.
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Attitudes are less stable
than values.
Chapter 4
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12. Cognitive Dissonance
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Cognitive dissonance
is a conflict between two
values or between values
and behavior.
Chapter 4
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Sinclair
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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 company’s 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.
Chapter 4
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14. Job-Related Attitudes
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Job involvement
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Organizational commitment
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Extent that a person identifies
with his job.
Extent that a person identifies
with the organization. This is a
great predictor for turnover.
Job satisfaction
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A person’s general attitude
toward work.
Chapter 4
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15. Responses to Job
Dissatisfaction.
Active
Voice
Exit
Constructive
Destructive
Loyalty
Neglect
Passive
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16. Attitude Point # 1
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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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17. Attitude Point # 2
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It is our attitude toward
life that determines life’s
attitude toward us. A
simple cause and effect.
It is your attitude toward
others that determines
other’s attitude toward
you.
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18. Attitude Point # 3
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To achieve and find the
life you want, you must
think, act, talk, and
conduct yourself as would
the person you want to
become.
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Chapter 4
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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19. Attitude Point # 4
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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.
Chapter 4
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20. Finally!!
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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
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21. Summary
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Values are the basic
notion/convictions of what is
right and wrong and values
are fairly stable over time.
Attitudes have three
components:
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Chapter 4
cognitive component.
affective component.
behavioral component.
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Vandeveer, Menefee,
Sinclair
21

22. Summary
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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.
Chapter 4
Copyright 2006,
Vandeveer, Menefee,
Sinclair
22