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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
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.**
• 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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