6.Values & Attitudes (2)

7/31/2019 6.Values & Attitudes (2)

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Values Basic convictions

Specific mode of conduct is preferable to its opposite

mode of conduct.Values carry an individuals concept of right and

wrong.

Serve as standards or criteria of evaluation

Two parts Content-identify a conduct that is important

Intensity-How important is the conduct


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Value System Hierarchy of values

Values are stable and enduring

Values are set early in lifeValue system generally doesnt change

Values make up the paradigm through which we seethe world.

Influence attitudes, perception and behavior

Motivational construct


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Rokeach Values Types of values

Terminal: Goals that individuals would like to achieve duringtheir lifetime

Instrumental: Preferable ways of behavior or means ofachieving the terminal values.


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Examples of Terminal Values A comfortable life (a prosperous life) An exciting life (stimulating, active life)

A sense of accomplishment (lasting contribution)

A world of peace (free of war and conflict)

A world of beauty (beauty of nature and the arts)

Equality (brotherhood, equal opportunity for all)

Family security (taking care of loved ones)

Freedom (independence, free choice)

Happiness (contentedness)


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Examples of Instrumental Values Ambitious (hard working, aspiring)

Broad-minded (open-minded)

Capable (competent, efficient)

Cheerful (lighthearted, joyful)

Clean (neat, tidy)

Courageous (standing up for your beliefs)

Forgiving (willing to pardon others) Helpful (working for the welfare of others)

Honest (sincere, truthful)


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A Framework for Assessing Cultural

Values Hofstedes Dimensions

Power Distance

Individualism Versus Collectivism Quantity of Life Versus Quality of Life

Uncertainty Avoidance

Long-term versus Short-term Orientation


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Power Distance The extent to which the less powerful members of

society accept that power is distributed unequally andaccept the order of those in power.

Low power distance- U.S, Germany

High power distance- China, France, Russia


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Individualism/Collectivism In individualistic cultures people tend to look out for

themselves and their family, they prefer to act asindividuals.

In collectivistic cultures people look out for each other, they prefer to act as members of a group.

Most Asian countries are collectivist

High individualistic countries- U.S, Germany, France


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Quantity of life/ Quality of lifeA national culture attribute describing the extent to

which societal values are characterized byassertiveness and materialism.

A national culture attribute that emphasizesrelationships and concern for others.


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Masculine/Feminine Masculine cultures value success, money and material

possession, assertiveness and competition

Feminine cultures value caring for others, maintainwarm personal relationships, solidarity with others,and the quality of how life is lived.


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Uncertainty avoidance People in high uncertainty avoidance cultures prefer

structured over unstructured situations. High UA strict laws and punishments

Increased levels of anxiety, stress, aggressiveness

High UA- France, Russia

Low UA- U.S, Indonesia


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Long-term vs. short-term orientation Long-term: value future-oriented behaviours such as

persistence and saving money.

Short-term: values oriented toward the past andpresent, respect for tradition and fulfilling of socialobligations


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Attitudes Individuals general affective, cognitive and intentional

responses.

More or less stable set of predisposition of opinion. Frames of reference


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Characteristics Complex structure of beliefs

Different from values.

Response to a certain set of facts. Evaluative statements.

Influence behavior.

Less stable than values.


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Functions Determine meaning.

Reconcile contradictions.

Organize facts. Select facts- act as a screen of filter.


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Formation of attitudes Direct experience..

Family.

Peer- group. Culture.

Vicarious learning/ social learning.

Learning by Conditioning( classical learning)

Learning by reinforcement( instrumental learning


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Attitudes and values Both are learned or acquired.

Durable, deep rooted.

Influence each otherAffect cognitive and behavior processes of people.


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Attitudes Values

Predisposition to response.

Refers to several beliefs Off shoot of ones personal

experiences.

Judgmental ideas, right orwrong.

Single belief

Social and cultural modes.


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Attitiudes Three Components

Cognitive the value component. Evaluative beliefs.

Affective An emotional component. Feeling about something (Ilike this, I prefer that).

Behavioral-the action component, the intent to act in a certainway.

Examples I feel good about my job.

I prefer working with groups.


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Attitudes at workJob Satisfaction

Job Involvement

Organizational commitment


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Job satisfaction Pleasurable or positive emotional state resulting from

the appraisal of ones job

Factors conducive to job satisfaction

o Challenging work

o Personality job fit

o Equitable rewards

o Environment

o Supportive working conditions


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Job involvement The degree to which a person identifies with his or her

job, actively participates in it, and considers his or herperformance important to self- worth.


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Organizational commitment Degree to which an employee identifies with a

particular organization and its goals, and wishes tomaintain membership in the organization.

Components

oAffective- emotional attachment

o Continuance- cost of leaving the job

o Normative- feelings of obligations to remain withtheorganizations.


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Cognitive Dissonance (Leon

Festinger,1957)Any incompatibility that an individual might perceive

between two or more of his or her attitudes, orbetween his or her behaviour and attitudes.

Inconsistency is uncomfortable

Individuals will attempt to reduce the dissonance and,hence, the discomfort.


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Attitude and consistency Desire to reduce dissonance

o

Importance of elements.o Degree of individual influence.

o Rewards involved.


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Reduce dissonance Change cognitive element

Add new cognitive element

Reduce the importance Counter attitudinal roleplaying


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Attitude

behavior relationship Importance of the attitude

Specificity of the attitude

Accessibility of the attitude Social pressures on the individual

Direct experience with the attitude

6.Values & Attitudes (2)

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