Values and attitude
Value, attitude and behaviour are interlinked with each other. All these factors decide the personality of an individual.
Value represents individual’s standards, faith, ideals or even events and activity. When we say that the individual should be loyal to the organization one serves, is an expression on individual’s standard, faith or an ideal he carries with him as a part of his personality.
Attitude can be defined as “individual’s feelings about or inclinations towards other persons, objects, events or activities.” Attitude encompasses such affective feelings as likes and dislikes and satisfaction and dissatisfaction.
VALUE
Values represent basic convictions that A specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence. Value is a judgmental element of what is right, good, or desirable.
Types of Values
ACCORDING TO MILTON ROKEACH :-
Values are two types:-
Terminal Value
Terminal Values include things like happiness, self respect, family security, recognition, freedom, inner harmony, comfortable life, professional excellence, etc.
Instrumental Value
These include honesty, sincerity, ambition independence, obedience, imaginativeness, courageousness, competitiveness, and also some negative traits too
Allport and associates described six types of values.:-
• Theoretical value: If all the employees practice truth in true sense, the organization would operate itself and there won’t be any need for supervision.
. • Economic value: It emphasises usefulness and practicability of resources, efforts put in by individuals and the consequent value derived there from.
• Aesthetic value: Aesthetic value is displayed by cordial relations between various levels of organization, effective communication, conflict free atmosphere and very congenial work environment.
• Social value: Is related to love of people, sense of belonging and an attitude of ‘we’ feeling.
• Political value: It refers to power and influence in the organization. Right people must be placed at the right positions so that they are able to influence the people
• Religious value: As name suggest it is related to display of value which would bring unity and understanding amongst the people in the organization based on common religious platform.
ATTITUDE
Meaning of attitude:-Attitudes: Evaluative statements - either favorable or unfavorable - concerning objects, people, or events Reflect how one feels about something
According to G.W. Allport, “Attitude is a mental and neutral state of readiness organized through experience, exerting a directive or dynamic influence upon individual’s response to all objects and situations with which it is related.”
According to Krech and Crutchfield defined “Attitude as an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of the individual’s world”
Components of Attitude
1. Cognitive component: Cognitive component of attitude is related to value statement. It consists of belief, ideas, values and other information that an individual may possess or has faith in.
2. Affective component: Affective component of attitude is related to person’s feelings about another person, which may be positive, negative or neutral.
3. Behavioural component: Behavioural component of attitude is related to impact of various situations or objects that lead to individual’s behaviour based on cognitive and affective components.
Functions of attitudes
Attitudes have 4 main functions:
1. Adjustment function:- Attitudes help consumers adjust to situations People seek out group acceptance in order to gain praise or rewards and avoid punishment
2. Ego defensive function :- Attitudes are formed to protect the egal
3. Value expressive function :-A consumer's attitudes are often a reflection of their values
4. Knowledge function :- Attitudes help consumers make decisions and process and filter information.
COGNITIVE DISSONACE THEORY
Leon Festinger proposed cognitive dissonance theory in 1950s.
• The theory seeks to explain linkage between attitudes and behaviour.
• We have often observed workers saying that working conditions in an organization are poor.
• Festinger explains that dissonance is inconsistency, and cognitive dissonance refers to any inconsistency or incompatibility that an individual might perceive between two or more attitudes, and attitude and behaviour.
He further argues that
1. Any form of inconsistency is uncomfortable and individual attempts to reduce dissonance or discomfort.
2. Individual tries to reduce dissonance to achieve stable state of behaviour. For example Non-payment of tax (behaviour) while recommending payment and displaying honesty towards social obligation (attitude)
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