(f) Political Factors. Politics plays a crucial role in the administration of a country.

Therefore,
political factors such as ideologies of the political stability and the behaviour of he political
leaders greatly influence the attitude of the people.

FUNCTIONS OF ATTITUDE
Katz has suggested that attitudes and motives are inter-linked and, depending on an individual’s
motives, attitudes can serve four main functions. These are as under;
i. Knowledge Function: One of the major functions of attitude is to provide a frame of reference
which form the basis for interpretation and classification of new information. Attitudes provide a
knowledge base and framework within which new information can be placed.
ii. Value Expressive Function: Attitudes are means of expression of values. They enable individuals
to indicate to other the value that they hold and thus to express their self-concept and adopt
internalize the value of a group.
iii. Adjustment Function: Attitudes often help people adjust to their work environment. When
employees are well treated they are likely to develop a positive attitude towards the management
and the organization, otherwise they are likely to develop a negative attitude towards management
and the organization. These attitudes help employees adjust to their environment and are a basis
for future behavior.
iv. Ego-Defensive Function: Attitudes may be held in order to protect the ego from an undesirable
truth or reality. People often form and maintain certain attitudes to protect their own self images.
For example, workers may feel threatened by the employment or advancement of minority or
female workers in the organisation.

CONCEPT OF VALUES
Value are ever encompassing concepts. Value are tinged with moral flavour, involving an individual’s
judgment of what is right, good or desirable. They are at the core of personality of an individual and,
therefore, are powerful, though silent, force affecting behaviour. Values are so embedded that they can
be inferred from person’s behaviour and their expressed attitudes.

A value is defined a s a “concept of the desirable, an internalized criterion or standard of evaluation a

person possesses. Values are defined as global beliefs that guide actions and judgments across a variety
of situations. Values represent basic convictions that a specific mode of conduct (or end-state of
existence) is personally or socially preferable to an opposite mode of conduct (or end-state of
existence)”.

DIFFERENCE BETWEEN ATTITUDES AND VALUES

Attitudes Values
1. Attitudes represent predispositions to 1. Values represent judgment of what ought to be.
respond. This judgment is basic to respond in a given way.
2. Attitudes are derived from personal 2. Value are derived from social and cultural mores.
experiences.
3. An attitude represents several beliefs focused 3. A value represents single belief that guides actions
on a specific object or situation. and judgment across objects and situation.

CHARACTERISTICS OF VALUES
i. Value provide standards of morality.
ii. Value are relatively permanent and resistant to change.
iii. Values are most central to the core of a person.
iv. Value have two attributes-content and intensity. The content attribute stresses that a particular
code of conduct is important. The intensity attribute specifies how important that particular
code of conduct is.
v. Value transcend specific objects, situations or persons.
 vi. Value are fewer in number than attitudes.

Types of Values
All port and his associates have categorized values into six major types as follows:
1. Theoretical: Interest in the discovery of truth through reasoning and systematic thinking.
2. Economic:. Interest in usefulness and practicality, including the accumulation of wealth.
3. Aesthetic. Interest in beauty, form and artistic harmony.
4. Social: Interest in people and human relationships.
5. Political: Interest in gaining power and influencing other people.
6. Religious: Interest in unity and understanding the cosmos as a whole.
Different people place different importance to the above six value types. In other words, every
individual has a system of value ranking from first to sixth. This very important from the point of view
of understanding the behaviour of people.

Sources of Values
i. Familial factors. A significant factor influencing the process of socialization of an individual
role of the family. The child rearing practices that parents use shape the individual’s
personality. The learning of social behaviour, values and norms come through these practices.
For example, through reward and punishment, parents show love and affection to children,
indicating the typical ways in which a child should behave in difficult conditions.
ii. Social Factors. Of the societal factors, school has a major role to play in the development of
values. Through discipline in school, a child learns desirable behaviour important in the school
setting. Interactions with teachers, classmates and other staff members in the educational
institutions makes the child inculcate value important to the teaching-learning process.
iii. Personal Factors. Personal attributes such as intelligence, ability, appearance and educational
level of the person determine his development of values. For example, one’s higher level of
intelligence may result in faster understanding of value.

Meaning of Personality
The term ‘Personality’ has been derived from the Latin term per sona which means to ‘speak through’
the Latin term denotes the masks worn by across in ancient Greece and Rome. Common usuage of the
word ‘{Personality’ signifies the role which the person (actor) displays to public. Personality is an
important factor.
Personality refers to the sum total of internal & external traits of the individual which are relatively
stable & which make the individual different from others
The personality refers to the quality of a person in the role played, appearance and behaviour, inner
awareness & force. The personality may vary from situation to situation. It is the interaction between
person & situation.

Definition: Personality is the dynamic organization within the individual of those psychological
systems that determine his unique adjustments to his environment.
Gordon Allport
Personality means how a person affects others & how he understands & views himself as well as the
pattern of inner & outer measurable traits & the Person situation interaction.
Fred Luthans

Characteristics –
The following elements should form the meaning of personality.
1. Personality has both internal and external elements. The external traits are the observable
behaviours that we notice in an individual. Personality internal states represent the thoughts
values & genetic characteristic that we infer from the observable behaviours.
2. An individual’s personality is relatively stable. If it changes at all, it is only after a very long time
or as the result of dramatic events.
3. An individual’s personality is both inherited as well as shaped by the environment our
personality is partly inherited generically from our parents. However these genetic personality
characteristics one altered some what by life experiences.
4. Each individual is unique in Behaviour. There are striking differences among individual.
Thus personality refers to the sum total of internal & external traits of the individual which are
relatively stable & which make the individual different from others.

Personality factors/ determinants of Personality

1. Biological factors
• Heredity
• Brain
• Physical features
2. Family & social factors
3. Situational factors
• Culture
• Religion
4. Other factors
• Temperament
• Interest
• Character
• Schema
• Motives

1. Biological Factors
a. Heredity :It has a great influence on biological and mental features. It means the transmission of the
qualities from ancestor to descendant through a mechanism lying primarily in the chromosomes of
germ cells. Physical stature facial attractiveness, sex, temperament, muscle composition, reflexes are
inherited from one’s parent.
b. Brain :There is a general feeling that brain plays an important role in development of one’s
personality persons with a broader forehead, big right hemisphere i.e. left handed have a learning
towards truth, welfare beauty, justice, kindness artistic, emotional musician poet etc, similarly persons
having broader left hemisphere i.e. right handed with sharp nose, big ears are logical, analytical, strong
& have criminal
c. Physical features :An individual’s external appearance may have a tremendous effect on his
personality. Some people give relatively higher weightage to the physical features of an individual
while defining his personality. Such factors include height, weight, colour, facial features. Eg: - Good
physical appearance is an asset for the job of a sales person & public relations.

2. Family & Social factors:

The family has considerable influence on personality development, particularly in early stages children
learn from their parents, siblings etc.
• The mother is the first teacher in initiating personality development. Father motivates &
modifies behaviour. Eg:- Mother - dressing, cooking, sense, father - driving
• Family and social factors shape a person’s personality through the process of socialization and
identification. Socialization is a process by which an infant acquires, from the enormously wide
range of behavioral potentialities that are open him at birth, those behaviour patterns that are
customary & acceptable to family & social group.
• The identification process occurs when a person tries to identify himself with some person
whom he feels ideal in family, generally a child in the family tries to behave like his father or
mother.
Eg:- of impact of socio economic factors on personality child nurtured under a warm, loving stimulating
environment are positive & active as compared to children neglected by their parents are.

3. Situational factors:
An individual’s Personality may change in different situations. The demand of different situation may
call for different aspects of one’s personality therefore we should not look at the personality factor in
isolation.
a. Culture: The accepted norms of social behaviour are referred as cultural. The way in which people
behave with others & the driving force of such functions are considered important components of
culture children brought up in traditional norms, attitudes & values on the other hand. Modern cultural
outlook of family & society has inspired children to become independent, free thinking of self
developing. (ex of joint & nuclear family)
b. Religion: Religion plays a significant sole in shaping one’s personality from those of Muslims &
Christians. The children in Hindu Societies learn from the very childhood learn about the value of
Karma (hard work) and God-feasting attitudes.
The Protestants are taught about work ethics, family system, friendship & cooperation
The Sikh are hard working, dogmatic aggressive.
The Muslims are ready to undertake any job & vocation & acquire personalities.

4. Other factors
a. Temperament: Temperament and other non-intellectual personality traits are distributive
according to normally distribution. Temperament is the degree to which one responds emotionally.
b. Interest: The individual normally has many interests in various areas. The top executives in any
organization do not have interest in common task and people. The organization should provide
opportunities like job rotation & job enrichment & special training programmer to satisfy the Interest
of executives.
c. Character: Character primarily means honesty & integrity. It is resistance to stealing and cheating
others. Character integrity & morals of high standards is a very important requirement for responsible
jobs. It is likely that an individual may not steal under normal circumstances for ex: If the family of an
individual is starving, there is a great probability that one will steal.
d. Schema: It is an individual’s belief, frame of reference, perception and attitude which the individual
possesses towards the management, the job, working conditions pay, fringe benefits, incentive system
etc. The perception of individual depend upon his socio-economic conditions & particular culture he
lives to follow. The Behaviour of an individual depends to a great extent upon his form of reference
which he develops from childhood experience.
e. Motives: Motive is inner drives of individual. They represent goal directed behaviour of individual. A
motive is a cognitive factor which operates in determining one’s behaviour towards a goal.
 Theories of Personality

Psycho Analytic Theory

This theory was developed by Sigmund Freud
This theory is based on unconscious nature of personality, i.e. man is influence by unseen forces.
Freud saw that personality is composed of three elements:-
The ID:- Word ‘ID’ is the Latin word for ‘IT’ and refers to innate component of personality.
The ‘ID’ is the mental agency contains everything inherited and fixed & present in individual which is
raw, animalistic, unorganised, knows no laws, rules and free from all in inhibitors & remains basic to
individual throughout life.
ID helps to rid the personality out of tension through reflex actions & primary process refers to attempt
of an individual to form a mental image of the object that will remove tension.
Ex: - Hungry man experiences partial relief of his hunger by imagining a delicious meal.
In reflex action’s the ID responds automatically to sources of irritation by promptly removing the
tension which irritant elicts.
Ex: - Coughing, Sneezing, Blinking etc.
The EGO: - Ego means development of the person out of the ID in order to deal with the real world.
Ex: - Man needs good to satisfy the hunger.
The Super EGO: - Super Ego third part of personality represents values and morals of society as taught
to the child by parents and others super Ego judges whether an action is right or wrong according to
the standards of society.
ID seeks pleasure, EGO test reality and super Ego strives for perfection.

Trait Theory
Trait is a relatively enduring cross – situationally consistent personality characteristic that is inferred
from a person’s behavior. It is a predisposition to understand or to respond in an equivalent manner to
various kinds of stimuli.

Personality traits are the reactions, of persons in different situational interaction. Under trait theory
personality of individuals are determined & classified on the basis of certain set of features such as
intelligence, emotional stability, aggressiveness, creativeness or any other dimensions.

There are two ways of assessing personality traits:-

(1) The person describes himself by answering questions about this attitude, feelings and behaviours.
(Personal Inventory)
(2) Someone else evaluates the person’s traits either from what he knows about the individual or from
direct observation of behaviour. (Rating scale Method)
Under personal inventory a questionnaire is been answered by an individual containing questions
which can be rated to determine single dimension of personality or several personality traits (introvert
& extrovert).

Humanistic Approach
1. Rogers Self Theory: - Rogers approach to personality is described as phenomenological.
Phenomenology is the study of the individual subjective experience, feeling and his view of the world &
self.
According to Rogers behaviour is dependent upon how one perceives the world i.e. on perception &
interpretation of individual. This theory helps in analysing the behaviour and personality of individual
reference to individual himself i.e. self-perception.
2. Maslow Self-actualisation: Maslow is called as father of humanism in ‘American Psychology’.
Humanistic Psychology of Maslow postulates man as a ‘Self-actualizer’. The drive of a man which is
inherent in him is called self-actulisation.