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Unit 9: Learning, Attitudes and Values

Objectives Notes

After studying this unit, you will be able to:
Discuss the process of learning
Identify components and determinants of learning
Explain theories of learning

Identify components of attitudes
State the cognitive dissonance theory
Differentiate between instrumental and terminal values

Introduction

Learning is a term frequently used by a great number of people in a wide variety of contexts.
Learning can be defined as a relatively permanent change in behaviour or potential behaviour
as a result of direct or indirect experience Learning is thus a change in behaviour as a result of
experience.
Attitudes are individuals' general affective, cognitive and intentional responses toward objects,
other people, themselves, or social issues. Attitudes are evaluative statements – either favourable
or unfavourable – concerning objects, people or events. They reflect how one feels about
something. As individuals, we respond favourably or unfavourably towards many things:
co-workers, bosses, our own appearances, etc. The importance of attitudes lies in their link to
behaviour. When an employee says, "I like my job", he or she is expressing his or her attitude
about work.

9.1 Meaning of Learning

There are two primary elements in this definition:
1. The change must be relatively permanent. This means that after "learning" our behaviour
must be different, either better or worse as compared to our behaviour prior to this
learning experience. For example you "learn" to drive a car or have learned how to use a
computer.
2. This change must occur due to some kind of experience or practice. This learning is not
caused by biological maturation. For example a child does not learn to walk, it is a natural
biological phenomenon. We do not learn to eat or drink.
Learning is thus a change in behaviour as a result of experience. Different psychologists and
behavioural scientists have defined learning differently. Given below are a few important
definitions of learning:
"Learning is any relatively permanent change in behaviour that occurs as a result of experience".

Stephen P. Robbins
"Learning is the process of having one's behaviour modified, more or less permanently, by what he does and
the consequences of his action, or by what he observes".
Munn N.L.
"Learning can be defined as relatively permanent change in behaviour potentially that results from reinforced
practice or experience".
Steers and Porter

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