Ch-7 Attitude & Values
Ch-7 Attitude & Values
Cognitive
Attitude
Affective Behaviour
FORMATION OF ATTITUDE
Direct
Experience
Mass
communication Classical
conditioning
Economic Attitudes
Status Operant
conditioning
Attitude
Value
Knowledge Expression
THE MAJOR JOB ATTITUDES
• Job Satisfaction
Group factors
High Turnover
Outcome Job
received Dissatisfaction
Individuals
factors High
Absenteeism
Job Dissatisfactions
1. Quit
2. Voice
3. Loyalty
4. Neglect
Measuring Job Satisfaction
• Rating Scale
• Critical incident approach
• Interviews
• Action tendencies
• Likert scale
VALUES
Basic convictions that a specific mode of conduct or end-
state 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.
• Attributes of Values:
– Content Attribute – that the mode of conduct or end-state
is important
– Intensity Attribute – just how important that content is.
• Value System
– A person’s values rank ordered by intensity
– Tends to be relatively constant and consistent
IMPORTANCE OF VALUES
• Provide understanding of the attitudes,
motivation, and behaviors
• Influence our perception of the world around
us
• Represent interpretations of “right” and
“wrong”
• Imply that some behaviors or outcomes are
preferred over others
CLASSIFYING VALUES – ROKEACH
VALUE SURVEY
• Terminal Values
– Desirable end-states of existence; the goals that a
person would like to achieve during his or her lifetime
• Instrumental Values
– Preferable modes of behavior or means of achieving
one’s terminal values
Organizational Behavior
17
VALUES