The document discusses the key aspects of attitudes and values. It defines attitudes as a consistent way of responding to people, objects or events, and values as desirable criteria or standards used to evaluate things. Attitudes have three components - informational, emotional and behavioral. Values are learned similar to attitudes from experiences and influence cognition and behavior. Both attitudes and values are difficult to change once formed. The document also examines the differences between attitudes and values as well as the factors influencing attitude formation such as direct experiences, associations and social learning.

1. Presented By:
Aijaz Ahmed Rather
I.K.G Punjab
Technical University

2.  Attitude is an individual characteristic way of
responding consistently in a favourable or
unfavourable manner to objects, people or
events in his environment.
 Attitude reflects how an individual feels about
something.
 Attitude is being defined as preposition to
respond in a positive or negative way to
someone and something in one’s environment.

3.  An attitude may be defined as the way a person
feels about something a person, a place, a
commodity, a situation or an idea.
 According to Newcomb, Attitude is a set of
action with an emotional overtone.
 Attitude describes an individual feelings,
thoughts and predisposition to act towards some
object in the environment.

4.  Attitude are learned through experience.
 The predispose people to behave (Respond) in
certain ways.
 Attitudes and behaviour conform to a principle of
consistency.
 The favourable or unfavourable manner of
behaving reflects the evaluative component of
attitudes.

5. Informational:
Ideas
Beliefs and Values
Information
Emotional:
Feeling of Likes
And Dislikes
Positive & Negative
Behavioural:
Tendency to
Behave.
Attitude
Attitude Object

6.  Don't make it obvious that you want to have a better
attitude.
 Talk to the mirror like you just don't care, like you are
fighting with someone.
 Speak loudly and clearly and have good posture and
eye contact.
 Think about what others say for a split second and
talk.
 Be assertive. You have to show you're not afraid.
 Be decisive and take charge of things in a group.
 Make sure to show attitude in your eyes too.

7. Meaning of Values:
 Value is defined as a concept of the desirable
and internationalized criterion or standard of
evaluation a person possesses.
 Values are attached with moral flavour, involving
an individual’s judgement of what is right, good
or desirable.

8.  Both are learned or acquired from the same
sources – experience with people, object and
event.
 Both affect cognitive process and behaviour of
people.
 Both are endurable and difficult to change.
 Both influence each other and, more often than
not are used interchangeably.

9. Attitudes:
Attitude exhibit predis
position to respond.
They refer to several
belief relating to a specific
object or situation.
These are one’s personal
Experiences.
Values:
Values represent
judgmental ideas like what
is right.
They represent single
belief focused on objects
or situations.
These are derived from
social and cultural mores.

10. Attitude tend to be generalised
predisposition to react in some way
towards objects or concepts, Opinions
tend to be focused on more specific
aspects of the object or the concept.

11.  Belief: Belief reveals what one supposes to
be true. It may be about anything. A
subordinate may believe his superior to be
honest. But, in fact, the superior may or
may not be honest.
 Ideologies: When beliefs become organised into
systems are known as Ideologies.
 Prejudice: A Prejudice is defined as an attitude which
is emotionally resistant to being changed.

12.  Valence: It refers to the Degree of
Favourableness or Unfavourableness
towards the object or Event.
 Multiplexity: It refers to the number of
elements constituting the attitude.
For Example: 1 student may show interest in
studies, but another not only shows interest,
but also works hard, is sincere and serious,

13. Relation to Needs: Attitude vary in
relation to the needs they serve.
For Example: Attitude of an individual
toward the picture may serve only
entertainment needs.
 Centrality: The centrality indicates the
importance of the object.

14. Job Satisfaction:
It refers to an,
individual’s
pleasurable or
positive emotional
state toward his or
her job.
Job
Involvement:
Degree to which
employees
immerse
themselves in their
jobs, time and
energy in them, and
consider work as a
central part of their
overall lives.
Organisational
Commitment:
This is an attitude
about employees
loyalty to their
organisation.

15. Direct Personal
Experience: Association Social Learning

16. Psychological:
 Perceptions
 Ideas
 Beliefs
 Values
Family factors:
 Education
 Health
 Religion
 Culture
 Politics

17. Peer Groups:
 Culture
 Language
 Behaviour
Reference Groups:
 Awareness
 Learning
Neighbourhood
Role Models in One’s Life.

18. Social factors:
 City
 Country
 Residential
Institutional factors:
 Rituals: Aarti- Temple
Economic Factors:
 Pleasure
 Work
 Marriage
 Working Women

19. 1. Cognitive Consistency Theory: These theories
are concerned with inconsistencies that arise between related
beliefs, bits of knowledge, and evaluations about an object or
an issue.
Types of Cognitive Consistency Theory:
A. Balance theory: (Heider) This theory is
concerned with consistency in the judgement of people or
issues that are linked by some form of relationship.
B. Congruity Theory: (Osgood) Congruity means
a stable state. This theory focus on changes in the
evaluation of a source and a concept that are linked by
associative or Disassociative assertion.

20. C. Affective – Cognitive Consistency
Theory: (Rosenberg) This theory is
concerned with the consistency between a
person’s overall attitude or effect towards an
object or issue and his beliefs about its
relationship to his more general value.
D. Cognitive-Dissonance Theory:
(Festinger) This theory deals with
relationship a person’s ideas have with the
another.

21. 2. Functional Theory: (Katz) This theory
focuses on the meaning of the influence
situation in terms of both the kind of initiatives
that is aroused and the individual’s method of
coping and achieving his goals.
3. Social Judgement Theory: This theory
attempts to explain how existing attitudes
produce distorations of attitudinally related
objects and how these judgements mediate
attitude change.

22. By Providing New Information;
Use of fear;
Influence of Friends and peers;
Resolving Discrepancies.

23.  Value is defined as a concept of the desirable
and internationalized criterion or standard of
evaluation a person possesses.
 Values are attached with moral flavour, involving
an individual’s judgement of what is right, good
or desirable.

24. Terminal Values:(Ends)
Comfortable Life;
Sense of Accomplishment;
Family Security;
Mature Love;
Self Respect;
Wisdom.
Instrumental Values: (Means)
Ambition;
Courage;
Honesty;
Helpfulness;
Independence;
Imagination.

25. THANKS