According to business dictionary, attitudes are the predisposition or a tendency to respond positively or negatively toward certain idea, object, person, or situation and it influences an individual’s choice of action, and responses to challenges, incentives and rewards. Affective, Cognitive, Conative, and Evaluative are components of attitudes.
Values are defined by enduring beliefs about socially or personally preferable conduct or end state of existence (Rokeach, 1973). In other words, values are general beliefs about right or wrong, forming a basis of ethical behavior. There are two different types of values; instrumental values and terminal values.
resource : http://www.youtube.com/watch?v=oKyV-l8i5lg
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