2. 1. BELIEFS
Psychological Cornerstones
Foundation to personality
Meaning to perception
Exert impact on motivation
All attitudes incorporate beliefs
Beliefs are acquired from parents,
teachers, peers, reference groups, etc
4. 2. ATTITUDES
Judgments concerning objects, people
or events
Personal experiences, education,
Media and environmental factors
mould attitudes.
Attitudes are less stable and can be
changed.
It affects individual’s behaviour.
“One might smile and smile and yet be a villain”
5. Components of Attitudes
AFFECTIVE (the feelings, sentiments, moods and
emotions about some persons, idea, event or object)
COGNITIVE (the beliefs, opinions, knowledge or
information held by the individual)
BEHAVIORAL (the predisposition to act on a
favorable or unfavorable evaluation of something)
6. 3. VALUES
A belief of an individual as to what is right,
good or desirable.
It tends to be stable
Most values are acquired from parents,
teachers, peers, reference groups, media
and culture
Value identifies the relative importance of
hierarchy
Identify an individual’s ethical or moral
structure.
7. Types of Values
1. Terminal Values: Comfortable and exciting
life, sense of accomplishment, self-respect,
social recognition, freedom, happiness,
friendship, etc.
2. Instrumental Values: Ambitious, capable
cheerful, honest, independent, responsible,
etc.
8. 4. NEEDS
Needs are deficiencies that energies
us to satisfy them.
Needs influence individual motivation.
Needs varies within individuals.
Unsatisfied needs causes tension
within the individuals.
10. MOTIVES & BEHAVIOR
Motives are internal drives in an individual.
Motives are unsatisfied needs.
Motives are created due to the imbalance of
physiological and psychological needs.
Motives prompt and individual to act in a
certain way.
Behavior is the result of motives.