The Relationship Between Attitude and Behavior

Created by sgerber13 

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Theory 1: The likelihood if attitude predicting behavior depends on the attitude, rather than the person

o If your attitude is based on direct experience, it's a good predictor of your behavior.
o Attitudes where you feel positive or negative are better predictors than ambivalent ones
o Highly accessible attitudes are more likely to predict behavior

Theory 2: The likelihood if attitude predicting behavior depends on the person rather than the attitude

o High vs. low self monitors-
• low self monitors have attitudes and behaviors that highly correlate, they are consistent, high self monitors are inconsistent
o Self consciousness-
• High private self consciousness people are self aware, low private self consciousness people are blind to their behavior and how they feel. High privates are more consistent than low.
• High public self conscious are aware of what others think of them, and so they have a low correlation between attitude and behavior.
o Need for Consistency-
• People who have a high need for consistency are:
 Very self aware
 Perfectionists
 Very principled
 Feel high dissonance when attitudes and behaviors don't correlate, people with a low need they don't really care

The Theory of Reasoned Action (Fishbein)

If you want to predict specific/general behaviors.

Specific Behaviors (Fishbein)

• Look at their beliefs (2 types):
 Behavioral- your belief about engaging in a particular behavior (correlated with attitudes about the behavior):
• The (probability of) consequences you think will occur
• The evaluation of these consequences
 Normative- What will the people I know think about this behavior (correlated with the subjective norm, what most people think you should do):
• The opinion of what you should do
• The motivation to comply with the opinion, whether you would listen to their opinion
 Your attitudes about the behavior and the subjective norm both influence your behavioral intention, and one can be stronger than the other depending on the person and situation. (ex: U of I college student sex)
 **Another factor is perceived control, which is how much control you think you have, how much self efficacy.**
 BEHAVIORAL INTENTION USUALLY PREDICTS BEHAVIOR IF THERE ARE THE RIGHT CIRCUMSTANCES:
• There has to be the same frame (Roloff's wife help)
• The intention and behavior have to be close in time (U of I baby)
• The behavior has to be something that you control

General Behaviors (Fishbein)

Your set of intentions toward an object is a function of your evaluation of a candidate based on individual traits and your evaluation of those traits.

Implementation intention

how likely under these circumstances are you going to engage in a behavior (If ___, then ____). Very specific, better predictors than general.

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