SOCIAL VALUES AND

ATTITUDES
SOCIAL VALUES:
Social values refer to
human or moral
values or principles
that are essentially
desirable for the
wellbeing of an
individual, a group or
a society.
IMPORTANT SOCIAL VALUES:

Truth and Honesty.

Generosity.

Patriotism.

Respect for seniors or Elders.

Justice and Kindness.

Tolerance.

Cooperation.

Excellence.
NATURE AND
CHARACTERISTICS:
1.Values of inculcated.
2.Well accepted principles.
3.Time-Tested existence.
4.Basis of Human Values.
5.Classification of values.
 Moral and Social Values
 Traditional and Moral Values
 Intrinsic and Instrumental Values
6.Values reflect Character.

7.Values change gradually

IMPORTANCE:
Values Foster Economic Progress:
Direct relationship between values and economic
progress.
Values Foster Social Development:

The social development in terms of education ,health,

and family welfare
Values Improve Social Relations:

Healthy relationships are vital for the well being of

individuals ,groups ,and entire society.
ValuesFacilitate Regional Cooperation:
Co-operation and tolerance.

Values Generate Love, Peace And Happiness:

Conflicts can be solved through mutual
understanding

ValuesImproves Standard of Living:

Enables people to innovative ideas.
Social Attitudes:

Attitudes of individuals or groups with respect

to social objects or phenomena such as persons,
races, institutions, or traits.
Attitude Object

+/- (good/bad)
Attitude

“Ice cream is good” Evaluative

“I like ice cream” Responses
“I eat ice cream”
The three Components of Attitude

1. Cognitive – beliefs about what is or is

not true with respect to the AO.
2. Affective – feelings / emotions toward
the AO.
3. Behavioral – tendencies to do certain
things with respect to the AO.
 Tri-component model

Component Characteristics Examples

Affect Emotional reactions "I like/hate ..."

Internalized mental
“I think the
Cognition representations, beliefs,
world should..."
thoughts

Tendency to respond in a
Behavior particular way toward the "I always do...”
attitude object
Attitudes and Values:

Both are evaluations

Although, saying that somebody values the

dishes being placed in the cabinet after they have
been washed is similar with saying that
somebody has a positive attitude of the dishes
being placed in the cabinet after they have been
washed
Values are ideal, desirable goals - more
global/general than attitudes

Values can encompass several attitudes –

i.e., one can have several attitudes
towards certain values
Attitude Formation:

Attitudes are learned from others or via direct

experience through:

1. Imitation or modeling (conscious adoption,

unconscious assimilation; Newcomb, 1943).
2. Information (e.g., perception, rumor,
reading).
3. Mere exposure
4. Classical conditioning
5. Operant conditioning
Are attitudes useful?
Reinforcement Theory:
According to this theory, changes in opinions
can result in attitude change, depending on the
presence or absence of rewards. The learning of
new attitudes is not different in nature than any
other verbal or motor skill, except that opinions
relate to a single propositions, whereas other
skills involve a series of propositions.
Balance Theory:
In Heider’s theory, when beliefs are unbalanced,
stress is created and there is pressure to change
attitudes. The two main factors affecting balance
are the sentiment(e.g., liking, approving,
admiring) and unity(e.g., similarity, proximity,
membership) qualities of beliefs.
Cognitive Consistence Theory:
Abelson and others developed theories of
cognitive consistency. It suggests that people
will try and maintain consistency among their
beliefs and make changes(i.e., accept or reject
ideas) when this does not occur.
Cognitive Dissonance Theory:
Cognitive Consistency Theory proposes that
people are motivated to change and act
consistently with their beliefs, values, and
perceptions when there is psychological
inconsistency or disagreement between two
pieces of information. The conflict between the
inconsistent factors produces dissonance.
Conclusion:
Social values are certain qualities and
beliefs that are shared within a specific
culture or group of people.

Attitudes help us to make decisions and

choices more economically based on
information from previous experiences.
A Few Suggestions:
 Look for the positive side.
 Be aware of your thoughts.
 Present a positive attitude to others.
 Focus on what has gone well.
 Be careful who you associate with.
 Focus on improving the performance of
 your business.
 Keep your business goals at the forefront
 of your mind.
THANK YOU