Unit-II

Morality
 Morality
• Morality is derived from the Latin word ‘mores’, meaning
habits or customs.
• It refers to the principles or rules of moral conduct Standards
and systems that provide guidance on how to act.
• Morality has a broad meaning that extends beyond rules in
professional codes of conduct adopted by corporations and
professional association.
• Morality, therefore, is “the character of being in accord with
the principles or standards of right conduct”
 summary
• A society’s rules of conduct
• What people ought / ought not to do in
various situations
• For theists, morality typically comes from gods
• For atheists, morality is a natural feature of
reality or human society
• Morals are concerned with the principles of right and wrong behavior
and the goodness or badness of human character. Many people find
morality extremely useful. Not everyone has the time and training to
reflect on the kind of life they want to live, considering all the different
combinations of values, principles and purposes. It’s helpful for them to
have a coherent, consistent account that has been refined through
history and can be applied in their day to day lives.
• Many people also inherit their morality from their family, community
or culture – it’s rare for somebody to ‘shop around’ for the morality
that most closely fits their personal beliefs. Usually the process is
unconscious.
• Morality refers to a set of values that are widely shared and relatively
stable within a community.
• Morality refers to a set of deeply held, widely shared, and relatively
stable values within a community.
• Morality stems from an individual's conscience and from the
values of a given society, which might be based on religious
tradition or on political principles such as democracy or
socialism. Moral conduct would be that which is considered
'right' based on people's consciences and society's shared
values. Morality is one way for a community to define
appropriate activity.
• while each person is able to reflect and discover their own
sense of what’s good, right and meaningful, the course of
human history has seen different groups unify around
different sets of values, purposes and principles. Christians,
consequentialists, Buddhists, Stoics and the rest all provide
different answers to that question, “What should I do?” Each
of these answers is a ‘morality’.
 Ethics Definition

• The study of standards of conduct and moral

judgment; moral philosophy.
• The study or code of morals of a particular
person, religion, group, profession, etc.
 Ethics Meaning
• Ethics is a branch of philosophy that addresses questions
about morality that is, concepts such as good and bad,
right and wrong, justice.
• Ethics is the branch of study dealing with what is the
proper course of action for man. It answers the question,
“What do I do?” It is the study of right and wrong in human
activities.
• Ethical behavior is generally considered behavior that is in
line with the accepted moral code and that is proper.
• Ethics means the rules or principles that define right or
wrong conduct. The term Ethics, refer to a code of conduct
that guides an individual while dealing with others.
 Nine Theories of Ethics
1. Situational Ethics: It suggests that the ethically right thing to do
depends on the situation. For example, lying is wrong, but if you lie to
avoid hurting someone’s feelings, lying is right.
2. Consequential Ethics: An action is ethical depending on the
consequences of that action. Lying isn’t wrong if the consequences that
result are positive.
3. Value Ethics: If you act according to your values and do what you feel is
right, your behavior is ethical.
4. Utilitarian Ethics: The behavior that provides the most benefit is the
ethical behavior. If you can kill one person to save many, it is OK to do
so. 
5. Moralistic Ethics: There are certain moral absolutes and situations in
which something is always right or always wrong. For example, pacifists
may believe war is ALWAYS wrong, no matter how justified it may seem.
 Nine Theories of Ethics
6. Ethical Realism: This theory recognizes that in the
real world, ethical principles can conflict and the best
one has to be chosen. 
7. Ethical Hierarchies: Certain ethical values are more
important than others; the most important should
always be chosen when conflict exists.
8. Principles of Ethics: Ethical values are just principles
or theories to guide decisions.
9. Moral Development: This theory suggests that
ethics can be taught and that greater levels of ethical
behavior can be achieved as one learns more.
 Importance of Ethics
1. Ethics is a requirement for human life.
2. It is our means of deciding a course of action. Without
it, our actions would be random and aimless.
3. To the degree which a rational ethical standard is taken,
we are able to correctly organize our goals and actions
to accomplish our most important values.
4. Any flaw in our ethics will reduce our ability to be
successful in our activities.
5. Ethics are important because they give us a baseline for
understanding the concepts of right and wrong.
 Importance of Ethics
6. Ethics help us to have a ready understanding of how to react
to a certain situation long before that situation happens.
7. There are situational ethics whereby we react as the situation
dictates but our reaction is due to our built-in value system
that tells us what to do, not the situation itself.
8. Ethics are important because they act as our mediator when
dealing or coming into contact with other people. If we have
the wrong sense of ethics, we will react to people in a
negative manner.
9. Ethics are important because we pass them on to others. We
have the ability to show others the correct way to act and
behave by remaining ethical in the way we live, regardless of
whether it involves our personal or business life.
 Ethics and Morality
• The term ethics and morality are not one and the same.
Ethics is the principle that guides the human behavior.
Morals are related to traditional beliefs, customs and
convention that guide man’s social behavior. A great
difference exists between ethics and morality because ethics
is always based on moral standard and code of conduct
developed by proper testing to guide the human behavior.
Whereas morality is concerned with generally accepted
conducts, courtesies and conventions of the society. Because
human behavior is influenced by emotions and sentiments,
many organizations have no predetermined ethics, they
evaluate good or bad conduct of business on the basis of
social customs, traditional beliefs and expectations of the
society. 
 Ethics and Values
Ethics are the set of rules that govern the behavior
of a person, established by a group or culture. 
Values refer to the beliefs for which a person has an
enduring preference.
Ethics and Values are important in every aspect of
life, when we have to make a choice between two
things, wherein ethics determine what is right,
values determine what is important.
 Morality Vs Ethics Vs Values
Basic Terms Morality Ethics Values
Meaning Morals are the
beliefs of the Set of morals that Set of standards and
individual or group determine the principles that
as to what is right morality of a person determine priority
or wrong.
Profession/Personal Both Professional Personal
family, peers, and Professions, Family background,
Influence culture organizations and culture, religion,
institutes community
Variation According to society According to According to
and culture profession individuals
Determines Principles of right Rightness or
and wrong Level of importance
wrongness
Consistency Differs from society
Differs from person
to society and Uniform
to person
culture to culture.
 Morality Vs Ethics Vs Values
Basic Terms Morality Ethics Values
What does it do? Provides security
Constrains (limit us) Motivates
and create stability
What are they? Personal compass System of moral
of right and wrong. principles. Stimuli for thinking.

Examples Always tell the

truth, Have
courage, Keep your
Likes, dislikes,
promises, Be Honesty, integrity, perspectives,
forgiving punctuality, and
prejudices, and
loyalty.
judgment
IMPRESSION MANAGEMENT
Impression Management
• It is a goal-directed conscious or unconscious attempt to influence the perceptions of other people
about a person, object or event by regulating and controlling information in social interaction.
• IMPRESSION MANAGEMENT is how to make a favorable impression, how to perceive
others and evaluate others on the basis of
 Dress, make-up, hairstyle,

 Manner and general behavior,

 Body language.

• The process of portraying yourself to others in a manner that creates a desired impression.
• Impression Management is the goal- directed activity of controlling and regulating information in
order to influence the impressions formed by an audience.
 Types of Impression Management
• Constructive -- helps in the formation
of self identity
• Strategic -- helps in the attainment of some
interpersonal goal
Tactics of Impression Management
• Self enhancement:
It includes efforts to boost one’s physical
appearance.
 Efforts to increase their appeal to others.
 Includes using ‘props’ to enhance their
appeal.
 To the whole world.
 Ex. Social websites.
 Social Identity Theory
• Personal versus Social identity continuum.
• Personal identity self description is a part of
intragroup comparison.
• Description of self at social identity level is
intergroup comparison.
The Personal versus Social
Identity Continuum
Conflict between Personal Identity
and Social Identity
• When a person does an act which is
inconsistent to that of his social identity then
such conflict arises.
 Self Presentation
• It depends on situation
• It depends on others’ treatment
• Other enhancement:
It includes tactics to gain one’s liking such as
flattery
Tactics to induce positive moods and reactions in
others.
 Certainty of target person or group.
Ex. Dressing up according to a certain person’s
liking
 TECHNIQUES OF IMPRESSION
MANAGEMENT :-
 Conformity Self-
Favor
Excuses s
Promotion
Self promotion
Flattery Association
Flattery Verbal Self-
Favors Presentatio
Conformity n
Association Excuses
Apologies
Apologies
 Conformity

It’s the act of matching your behavior with the

group or environmental norms and attitudes. For
example, students need to conform to a set of
rules while they’re present on school grounds or
in the classroom.
 Excuses

They generally refer to an explanation that

cushions the consequences of a negative or
unacceptable event. For example, we may make
excuses when we’re late to work.
 Self promotion

To emphasize your best characteristics or

downplay your weaknesses are some of the
effective ways of promoting or advertising
yourself. Social media influencers are widely
known for self-promotion.
 Flattery

To excessively compliment someone to appear

likable or perceptive is to flatter them. For
example, if you want an extra serving of food,
you may compliment and flatter the chef.
 Favors

To do something nice for others to receive

approval or acceptance is to do a favor. For
example, you may take on some extra work so
that your coworker can attend their child’s
school play.
 Association

Sometimes we associate with certain people to

protect or promote our self-image. For example,
people network at conferences so that they can
reach out to more people in the industry later.
 Apologies
Admitting responsibility for an undesirable event
and simultaneously seeking to get a pardon for
the action.
Impression Management Ta ctics
The target of perception matches A subordinate tries to imitate her boss’s
Behavioral
his or her behavior to that of the behavior by being modest and soft-spoken
Matching perceiver. because her boss is modest and soft-spoken.

The target tries to present herself A worker reminds his boss about his past
Self-
or himself in as positive a light as accomplishments and associates with
Promotion possible. co- workers who are evaluated highly.

Conforming The target follows agreed-upon A worker stays late every night even if she
has completed all of her assignments because
to Situational rules for behavior in the staying late is one of the norms of her
Norms organization.
organization.
Appreciating The target compliments the per- A coworker compliments a manager on his
ceiver. This tactic works best when excellent handling of a troublesome employee.
or
flattery is not extreme and when it
Flattering involves a dimension important
Others to the perceiver.

Being The target’s beliefs and behaviors A subordinate delivering a message to his boss
are consistent. There is agreement looks the boss straight in the eye and has a
Consistent between the target’s verbal and sincere expression on his face.
nonverbal behaviors.
Findings of Impression Management
• Impression management refers to the goal-directed
conscious or unconscious attempt to influence the
perceptions of other people about a person, object,
or event by regulating and controlling information in
social interaction.
• While controlling someone else's opinion is virtually
impossible, impression management gives us an
opportunity to present ourselves in a way that may
be more likely to evoke a positive opinion from
others.
• People who engage in impression management are
aware that if others notice their deception or faking
behavior, impression management work will backfire
and their social images can be even worse.
 Impression Management : Role
of Cognitive Load
• Impression management skills excercised by
us for years.
• At the time of performing other tasks we are
less concentrated to presenting ourselves.
• Pontari and Schlenker concluded that who are
uncomfortable in social situations, if busy in
performing other task may present
themselves better.
• Research included Extroverts and introverts at
the time of job interview.
• Cognitive busynessof introverts and
extrovert people interfered with in
s
presenting themselves.
 IMPRESSION MANAGEMENT BY
MARGINALIZED PEOPLE
• Case of eunuchs
Largely perceived as the person who are
incapable of doing a impressive political
leadership.
But in MP when they were elected to be
representative, then they have managed their
impression in such a form that they are perceived
by Society risen above corruption and caste.
 Conclusion
Fromall the objectives, techniques, findings,
tactics , and tips we can conclude that
Impression Management plays a vital role in
all fields such as in organisations, hospitals,
education institutions etc.
So, Impression Management is the
process through which one person influence
others.