VALUES

INTRODUCTION
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.
They contain a judgmental element and
in that they carry an individuals ideas
as to what is right, good or desirable.

Are values stable or

flexible?

Values are stable, long-lasting beliefs

about what is important in a variety of
situations, that guide our decisions
and actions.
A significant portion of the values we
hold is established in our early years
from parents, teachers, friends and
others.

Ex: you were told to be honest and

responsible. You were never
taught to be just a little bit
honest or a little bit responsible.
In simple: To judge what is right or
wrong, according to the situation
prevailing.

Types of Values
Rokeach value survey (RVS) consist of 2
sets of values, with each set containing
18 individual value items.
1. Terminal Values: Refers to desirable end
state of existence. These are the goals
that a person would like to achieve
during his or her life time.
2.

Instrumental
Values:
Refers
to
preferable modes of behaviour, or
means of achieving the terminal values.

Importance of values
Values are important to OB because
*They lay foundation for understanding
attitude and motivation because
they
influence our perceptions.
Ex: We join an organisation with an
expectation
(that is the value), if
expectation are not
existing then
values does not exist and
there is
also a change in motivation and
attitude.

Allports types of values

1. Theoretical- Places high importance on the
discovery of truth through a critical and
rational approach.
Ex: Values for investigating facts.
2. Economics- Interest in usefulness and
practicality, including the accumulation of
wealth.
Ex: Income decides the purchase.
3. Aesthetic- Interest in beauty.
Ex: Gives values to the beauty or looks.
4. Social- Assigns value to the love of the
people.
Ex: Interested in human relations.

5. Political- Interest in gaining power

and influencing other people.
Ex: Values the method of gaining
power.
6. Religious- Interest in unity and
understanding the cosmos as a
whole.
Ex: Values unity and spirituality.

Values across culture

Managers have to become capable of
working with people from different culture.
Values differ across culture, employee
behaviour also differs.
Geert Hofstede surveyed 1,16,000 IBM
employees in 40 countries and found 5
value dimensions.

1.
2.
3.

4.

5.

Value dimensions of national

culture

Power distance: Power in institutions is unequally

distributed.
Individualism vs Collectivism
Quantity of life vs Quality of life: Quantity is values
for acquisition of money material and competition.
Quality of life is about value for relationship and
welfare for others.
Uncertainty
avoidance:
People
preferring
structured over unstructured situations
[Structured- expecting a particular thing to happen
Unstructured- expecting anything to happen]
Long-term vs. Short-term orientation: Long term
orientation people plan for a safe future whereas
short term orientation people seek for social
prestige.

Belief
Belief

Established perception about what is true.

Katz assumption about belief

1. Individual censors his intake of communications to
shield his belief and practice.
2. An individual seeks out communications which
supports his beliefs and practices.
3. Second assumption is particularly true when the
beliefs and practices have undergone attack.
Conclusion: Belief vs opinion?
Belief- individuals conclusions on his own without
suggestion from others.
Opinions- Conclusions based on facts given by others.

Attitude
Attitude represents the cluster of beliefs,
assessed feelings and behavioural intentions
toward a person, object or event.
Attitude are evaluative statements- either
favorable
or
unfavorableconcerning
objects, people or event. They reflect how
one feels about something.
Attitude are acquired or inherited?
Acquired.

Definition: Attitudes are learned

predisposition towards aspects
of our environment. They may
be positively or negatively
directed
towards
certain
people, service or institutions.
Experiment

Model for attitude formation

Perceived Environment

Beliefs

Attitude

Feelings

Behavioural
intentions
Behaviour

Emotion
Emotion
al
al
episode
episode

Formation of attitude
Attitude are acquired from:
1. Direct experience: Personally rewarding or punishing
experience with an event, object or person.
Ex: Promotion for a person with in 6 months of
joining.
2. Association: Attitude formation due to association of
one object towards other object.
Ex: Problem with one product in a brand would lead to
associating other products of the brand also having
problem.
3. Family and peer groups: If parents have a positive
attitude towards an object and the child admires his
parents, he is likely to adopt a similar attitude, even
without being told about the object and even without
having direct experience.
Ex: Father smokes- child form an positive attitude on
smoking

4. Neighborhood: We acquire attitude from

the neighborhood where we live.
5. Economic status and Occupations: Our
socio-economic background influence our
attitude.
Ex: Attitude to use branded products.
6. Mass communication: Mass communications
feed their audience with information which
leads to formation of attitude.
Ex: Pepsi / Cokes position.

Types of attitudes at work

place
1. Job satisfaction: It refers to ones feeling
towards
ones job. Job satisfaction leads to formation of +
attitude.
[Occupational level, job content, leadership, pay &
promotions, interaction with work group, age,
education, role perception, gender]
2. Job Involvement: It refers to the degree with which
an individual perceives his/her performance level
important to self worth.
3.

Organisational
commitment:
This
can
be
understood as ones identification with his/her
organisation and feels proud of being its employee.
Turnover and absenteeism are low when employees
have organisational commitment.