V & A +HRM

Values & AttitudesValues & Attitudes

Human ValuesHuman Values

ValuesValues are “enduring beliefs that a are “enduring beliefs that a specific mode of conduct or end-specific mode of conduct or end-state of existence is personally or state of existence is personally or socially preferable to an opposite or socially preferable to an opposite or converse mode of conduct or end-converse mode of conduct or end-state of existence. (Rokeach, p. 5)state of existence. (Rokeach, p. 5)

A value is a belief upon which one A value is a belief upon which one acts by preference (Allport, 1961)acts by preference (Allport, 1961)

The Nature of Human The Nature of Human ValuesValues

The total number of values a The total number of values a person possesses is relatively smallperson possesses is relatively small

All people everywhere possess the All people everywhere possess the same values to a different degreesame values to a different degree

Values include affective, cognitive, Values include affective, cognitive, and behavioral components and behavioral components (Rokeach paper)(Rokeach paper)

ValuesValuesTerminal ValuesTerminal Values (“end states of (“end states of

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

Instrumental ValuesInstrumental Values (“modes (“modes of conduct”) – values that reflect of conduct”) – values that reflect a mode of behavior or means to a mode of behavior or means to achieve terminal values.achieve terminal values.

Terminal Values Terminal Values (Rokeach)(Rokeach)

A comfortable life (a prosperous life)A comfortable life (a prosperous life) An exciting life (stimulating, active life)An exciting life (stimulating, active life) Sense of accomplishment (lasting Sense of accomplishment (lasting

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

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)

Instrumental Values Instrumental Values (Rokeach)(Rokeach)

ValuesValues ““Consequences of human values are Consequences of human values are

manifested in virtually all human manifested in virtually all human behavior.” (Rokeach)behavior.” (Rokeach)

If you want to understand a person’s If you want to understand a person’s behavior, you must understand his or her behavior, you must understand his or her values.values.

Values generally influence attitudes and Values generally influence attitudes and behavior.behavior.

Value system – is a hierarchy based on a Value system – is a hierarchy based on a ranking of an individual’s values in terms ranking of an individual’s values in terms of their intensity.of their intensity.

Value SystemsValue Systems

Source of our value systems.Source of our value systems. A significant portion is A significant portion is geneticallygenetically

determined.determined. Other factors include national Other factors include national cultureculture, ,

parental dictates, teachers, friends, and parental dictates, teachers, friends, and similar environmental influences.similar environmental influences.

If we know an individual’s values we are If we know an individual’s values we are better able to predict a behavior in a better able to predict a behavior in a particular situation.particular situation.

Values are relatively stable and Values are relatively stable and enduringenduring..

Rokeach paperRokeach paper

Value DifferencesValue Differences

Value differences between generationsValue differences between generations Value differences between regions & Value differences between regions &

culturescultures

Chapter 3Chapter 3 1010

Unique Values Unique Values of Today’s Workforceof Today’s Workforce

CareerStage

Entered theWorkforce

ApproximateCurrent Age

Dominant Work Values

1. Protestant

2. Existential

3. Pragmatic

4. Generation X

Mid-1940s toLate 1950s

1960s to Mid-1970s

Mid-1970s toMid-1980s

Mid-1980sthrough 1990s

60 to 75

45 to 60

35 to 45

Under 35

Hard working; loyal tofirm; conservative

Nonconforming; seeksautonomy; loyal to self

Ambitious, hard worker;loyal to career

Flexible, values leisure;loyal to relationships


Values Across CulturesValues Across CulturesValues Across CulturesValues Across Cultures

Power DistancePower Distance

Individualism or CollectivismIndividualism or Collectivism

Quantity or Quality of LifeQuantity or Quality of Life

Uncertainty AvoidanceUncertainty Avoidance

Long-Term or Short-TermLong-Term or Short-Term


What Are Attitudes?What Are Attitudes?

Cognitive componentCognitive component

Affective componentAffective component

Behavioral Behavioral

componentcomponent


Types of AttitudesTypes of Attitudes

Job satisfactionJob satisfaction

Job involvementJob involvement

Organizational Organizational

commitmentcommitment


Importance Importance of the Elementsof the Elements

Importance Importance of the Elementsof the Elements

CognitiveCognitiveDissonanceDissonanceCognitiveCognitive

DissonanceDissonanceDegree ofDegree of

Personal InfluencePersonal InfluenceDegree ofDegree of

Personal InfluencePersonal Influence

RewardsRewardsInvolvedInvolvedRewardsRewardsInvolvedInvolved


Attitude-Behavior RelationshipAttitude-Behavior Relationship

ImportanceImportance

SpecificitySpecificity

AccessibilityAccessibility

Social pressuresSocial pressures

Direct experienceDirect experience

Moderating VariablesModerating Variables Behavioral InfluenceBehavioral Influence

High

Low


Self-Perception TheorySelf-Perception Theory

AfterAfterthe Factthe Fact

CasualCasualStatementsStatements

PlausiblePlausibleAnswersAnswers

Behavior-Attitude RelationshipBehavior-Attitude Relationship

1717

Attitudes and Workforce Attitudes and Workforce DiversityDiversity

DiversityDiversityTrainingTraining

VolunteerVolunteerWorkWork


Measuring JobSatisfaction

SingleSingleGlobalGlobalRatingRating

SummingSummingup Jobup JobFacetsFacets


JobJob

SatisfactionSatisfaction

and Employeeand Employee

PerformancePerformance

JobJob

SatisfactionSatisfaction

and Employeeand Employee

PerformancePerformance

2020

Responses to Job DissatisfactionResponses to Job Dissatisfaction

Destructive

Active

Passive

Constructive

Exit Voice

Neglect Loyalty

AttitudesAttitudes

Attitudes are “very general Attitudes are “very general evaluations that people hold of evaluations that people hold of themselves, other people, objects, themselves, other people, objects, and issues.and issues.

i.e. do you think you are a good or i.e. do you think you are a good or bad person? Are you for or against bad person? Are you for or against abortion? Do you favor or oppose abortion? Do you favor or oppose capital punishment? Are you for or capital punishment? Are you for or against gay rights?against gay rights?

Attitudes differ from Attitudes differ from ValuesValues

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

An attitude “refers to an An attitude “refers to an organization of several beliefs organization of several beliefs around a specific object or around a specific object or situation.”situation.”

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

Bases of AttitudesBases of Attitudes

Attitudes can be based on:Attitudes can be based on: Affect or feelings Affect or feelings i.e. you don’t like exotic i.e. you don’t like exotic

food because is makes you feel nauseatedfood because is makes you feel nauseated

Cognitions or beliefs and knowledge Cognitions or beliefs and knowledge i.e. i.e. such as evaluating food based on fat contentsuch as evaluating food based on fat content

Behaviors or actions Behaviors or actions i.e. deciding you like i.e. deciding you like Wendy’s because you eat there every dayWendy’s because you eat there every day

Attitudes can also impact Attitudes can also impact ABCsABCs

You might feel happy in the presence of someone You might feel happy in the presence of someone you like (affective influence)you like (affective influence)

Think of mostly positive characteristics when asked Think of mostly positive characteristics when asked to list the person’s traits (cognitive influence)to list the person’s traits (cognitive influence)

Agree to loan the person lunch money (behavioral Agree to loan the person lunch money (behavioral influence)influence)

AttitudesAttitudes

Sources of AttitudesSources of Attitudes Acquired from parents, teachers, and Acquired from parents, teachers, and

peer group memberspeer group members There are “genetic” predispositionsThere are “genetic” predispositions Observations, attitudes that we imitateObservations, attitudes that we imitate

Attitudes are less stable than valuesAttitudes are less stable than values

The Theory of Planned BehaviorThe Theory of Planned Behavior(Ajzen, Fishbein, & Madden)(Ajzen, Fishbein, & Madden)

Attitude

Perceived Behavioral

Control

Subjectivenorm

Behavioralbeliefs

Outcomeevaluation

Normativebeliefs

MotivationTo comply

Controlbeliefs

Perceivedpower

Behavioralintention

Behavior

Cognitive DissonanceCognitive DissonanceFestinger (1957)Festinger (1957)

Defined: “psychological discomfort” which Defined: “psychological discomfort” which people are motivated to reducepeople are motivated to reduce

Results from inconsistency between two Results from inconsistency between two elements:elements:

Attitudes, beliefs, emotions, and behaviorsAttitudes, beliefs, emotions, and behaviors Example: writing an essay inconsistent Example: writing an essay inconsistent

with your attitude. Behavior hard to with your attitude. Behavior hard to change, so beliefs and attitude might change, so beliefs and attitude might changechange

Festinger’s famous experiment (Tesser p. Festinger’s famous experiment (Tesser p. 216)216)

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

Values are the basic notion of what is right and wrong; Values are the basic notion of what is right and wrong; they are fairly stable over time. they are fairly stable over time.

An attitude “refers to an organization of several beliefs An attitude “refers to an organization of several beliefs around a specific object or situation.” Attitudes are very around a specific object or situation.” Attitudes are very general evaluations you make about something. They may general evaluations you make about something. They may change frequently. change frequently.

Values & Attitudes have three components: a cognitive Values & Attitudes have three components: a cognitive component, an affective component, and a behavioral component, an affective component, and a behavioral componentcomponent

Cognitive dissonance is a conflict between two values and Cognitive dissonance is a conflict between two values and behavior. Attitudes are feelings and moods that affect behavior. Attitudes are feelings and moods that affect behavior and may change frequentlybehavior and may change frequently

To understand people, you need to understand their To understand people, you need to understand their values and attitudesvalues and attitudes

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