attitude-behavior consistency psychology of attitudes (psy320)

Attitude-Attitude-Behavior Behavior

ConsistencyConsistency

Psychology of Attitudes (PSY320)Psychology of Attitudes (PSY320)

OutlineOutline

1. The Principle of Aggregation 1. The Principle of Aggregation

2. The Theory of Reasoned Action2. The Theory of Reasoned Action

3. Theory of Planned behavior3. Theory of Planned behavior

4. Attitude Accessibility 4. Attitude Accessibility

5. Personality Influences5. Personality Influences

OutlineOutline

Lack of consistency in human affairsLack of consistency in human affairs LaPiere LaPiere Corey Corey Wicker's review Wicker's review

Psychometric PrinciplePsychometric Principle

Any single measure of behavior / psychological Any single measure of behavior / psychological construct (single-act criterion) is not reliable due to construct (single-act criterion) is not reliable due to the error associated with each single measure (e.g., the error associated with each single measure (e.g., she is an altruistic person, I need money therefore she is an altruistic person, I need money therefore she will lend me some). she will lend me some).

SOLUTION? SOLUTION?

Aggregation PrincipleAggregation Principle (e.g., she is an altruistic person, I need money will she (e.g., she is an altruistic person, I need money will she

lend me money? This is the first time I asked her; I helped lend me money? This is the first time I asked her; I helped her in the past numerous times; she just got a bonus pay at her in the past numerous times; she just got a bonus pay at work; therefore she will likely lend me the money).work; therefore she will likely lend me the money).

GeneralityGenerality

The level of attitude-behavior consistency is related to The level of attitude-behavior consistency is related to the level of generality of the constructs that are the level of generality of the constructs that are correlated.correlated.

Attitudes are general and are measured in general terms Attitudes are general and are measured in general terms (positive or negative), while actions like ‘praying before (positive or negative), while actions like ‘praying before meals’ are very specific. meals’ are very specific.

Therefore, we should measure attitude (i.e., general) by Therefore, we should measure attitude (i.e., general) by looking at the general trend among many behaviors (i.e., looking at the general trend among many behaviors (i.e., aggregation).aggregation).

Theory of Theory of Reasoned ActionReasoned Action

Theory of Reasoned ActionTheory of Reasoned Action

The Theory of Reasoned Action is premised on the The Theory of Reasoned Action is premised on the belief that the immediate predictor of behavior is a belief that the immediate predictor of behavior is a behavioral intentionbehavioral intention..

So what predicts behavioral intention?So what predicts behavioral intention?

BehaviorBehavior: Buying erotic magazines: Buying erotic magazines

AttitudeAttitude: includes salient beliefs/thoughts (‘it includes beautiful : includes salient beliefs/thoughts (‘it includes beautiful models,’ ‘it makes me feel good’ ‘it make me imagine the good models,’ ‘it makes me feel good’ ‘it make me imagine the good times I will be having when I get married’)times I will be having when I get married’)

1.1. Belief (R)– if you buy an erotic magazine, what is the Belief (R)– if you buy an erotic magazine, what is the probability of your salient beliefs coming true (expectancy)? probability of your salient beliefs coming true (expectancy)? (range from +3 to –3)(range from +3 to –3)

2.2. Evaluation (e)– how valuable is that salient belief to you? Evaluation (e)– how valuable is that salient belief to you? (range from +3 to –3)(range from +3 to –3)

Attitude Toward behaviorAttitude Toward behaviorConsequencesConsequences

Exciting entertainmentExciting entertainment

Beautiful modelsBeautiful models

Is sexistIs sexist

Funny jokes about sexFunny jokes about sex

Total (Σ)Total (Σ)

Belief (R)+2+3+1+1

Evaluation (e)

+3+2-3+1

(R)(e)+6+6-3+1

+10

ATTITUDE = Σ(R)(e)

+10 is pretty high, but will the person buy the magazine? It depends on the person’s subjective norms about the behavior.

Subjective Norms About behaviorSubjective Norms About behavior

Important ReferentsImportant Referents

My girlfriendMy girlfriend

My fatherMy father

My neighborMy neighbor

People in the storePeople in the store

Total (Σ)Total (Σ)

(NB)-2-1+3-3

(MC)+3+1+1+2

(NB)(MC)

-6-1+3-6

-10

SUBJECTIVE NORMS = Σ(NB)(MC)

NB – Normative beliefs (referents’ opinions on magazines?)

MC – Motivation to comply (how important is their approval?)

The Complete ModelThe Complete ModelR

e

NB

MC

Attitudinal Beliefs

Normative Beliefs

.53

.53

.68

.62

Meta-Analysis ResultsMeta-Analysis Results

ConclusionConclusion

Theory of Reasoned Actions shows that sometimes attitudes fail in predicting / influencing behavior.

Social norms can trump attitude (i.e., exert a more important influence on behavior).

The relative influence of attitudes and social norms is influenced by situational and personality factors and may vary across attitude objects.

The theory does not account for situations in which people do not have control over their behavior (i.e., unable to carry out their intentions).

Theory of Theory of Planned BehaviorPlanned Behavior

Theory of Planned behaviorTheory of Planned behavior

Ajzen (1985; 1991) proposed a modification to Ajzen (1985; 1991) proposed a modification to the Theory of Reasoned Actions. the Theory of Reasoned Actions.

He suggested that He suggested that perceived behavioral controlperceived behavioral control influenced intention and behavior. influenced intention and behavior.

Theory of planned behaviorTheory of planned behavior

Specific attitudesSpecific attitudes are better predictors of are better predictors of behavior than are general attitudes (Davidson behavior than are general attitudes (Davidson & Jaccard, 1979).& Jaccard, 1979).

Subjective normsSubjective norms: People’s beliefs about : People’s beliefs about other’s view of the behavior in question.other’s view of the behavior in question.

Perceived behavioral controlPerceived behavioral control:: Extent to which Extent to which people believe they can perform the behavior.people believe they can perform the behavior.

Theory of Planned Behavior

Beh. Beliefs

Evaluations

Attitudes

Intention

Behavior

Norm. Beliefs

Compliance

Subj. Norms

Perceived Beh.

Control


The Theory of Planned Behavior uses The Theory of Planned Behavior uses attitudes attitudes towards behaviorstowards behaviors to predict to predict behaviorbehavior, , whereas the original problem was to link whereas the original problem was to link attitudes towards objectsattitudes towards objects to to behaviorsbehaviors. .

The Theory of Planned Behavior neglects The Theory of Planned Behavior neglects some additional influences on behavior. some additional influences on behavior. Automated behaviorAutomated behavior (habits) may reflect neither (habits) may reflect neither

attitudes nor social norms.attitudes nor social norms.

Predicting Predicting Spontaneous Spontaneous

BehaviorBehavior

Accessibility Theory (Fazio)Accessibility Theory (Fazio)

Core Notion - Core Notion - Attitudes will predict behavior Attitudes will predict behavior if (and only if) they can be activated from if (and only if) they can be activated from memory at the time of the decision. memory at the time of the decision.

Attitude must come Attitude must come spontaneouslyspontaneously in the in the situationsituation

Attitude must Attitude must influence perceptionsinfluence perceptions of an issue of an issue or person, serving as a “filter through which the or person, serving as a “filter through which the object is viewed”. object is viewed”.

Accessibility TheoryAccessibility Theory

According to Fazio’s model, all the According to Fazio’s model, all the information information about a specific subjectabout a specific subject is contained in one node. is contained in one node.

The The summary evaluationsummary evaluation (i.e., attitude +/-) about the (i.e., attitude +/-) about the subject is contained in another node, connected to subject is contained in another node, connected to the subject node. the subject node.

The strength of the association between the The strength of the association between the subject subject nodenode and the and the summary evaluation nodesummary evaluation node determines determines attitude accessibility.attitude accessibility.


Weak associationWeak association between the subject and the between the subject and the summary evaluation→ attitude is inaccessible summary evaluation→ attitude is inaccessible and unlikely to influence behavior. and unlikely to influence behavior.

Instead, Instead, arbitrary aspectsarbitrary aspects of the of the situation/context will tend to determine situation/context will tend to determine behavior.behavior.


When attitudes are expressed many times, a When attitudes are expressed many times, a strong association develops between the strong association develops between the summary evaluation and the subject. summary evaluation and the subject.

Strong associationStrong association between the two nodes, then between the two nodes, then spreading occurs quickly from one node to the spreading occurs quickly from one node to the other (attitude is very accessible) other (attitude is very accessible) →→ influence influence behavior. behavior.

Response LatencyResponse Latency

Response latency has been used as a Response latency has been used as a measure measure of accessibilityof accessibility – i.e., “How long does it take – i.e., “How long does it take for someone to provide an for someone to provide an answer/attitude...?”answer/attitude...?”

Moderators of Attitudes/Behavior Moderators of Attitudes/Behavior ConsistencyConsistency

Three key variables which can moderate the Three key variables which can moderate the relation between attitudes and behavior: relation between attitudes and behavior:

1.1. Qualities of the attitude (attitude factors/nature), Qualities of the attitude (attitude factors/nature),

2.2. Aspects of the situation (Aspects of the situation (situational factorssituational factors))

3.3. Characteristics of the individual (Characteristics of the individual (personality personality factorsfactors).).

Qualities of AttitudesQualities of Attitudes

Attitude StrengthAttitude Strength Strong attitude are more likely to influence behaviorStrong attitude are more likely to influence behavior AmbivalenceAmbivalence. People recognize positive and negative . People recognize positive and negative

aspects of an attitude object - can moderate the relation aspects of an attitude object - can moderate the relation between attitude and behavior.between attitude and behavior.

High ambivalenceHigh ambivalence: Behavior can be influenced by the : Behavior can be influenced by the positive or the negative aspects (inconsistent).positive or the negative aspects (inconsistent).

Low ambivalenceLow ambivalence: Only positive or negative aspects are : Only positive or negative aspects are activated (consistent).activated (consistent).

Self-MonitoringSelf-Monitoring

Self-monitoring is a Self-monitoring is a personality variablepersonality variable thought to influence behavior. thought to influence behavior.

People who are People who are highhigh in self-monitoring behave in self-monitoring behave according to the situation (most likely behave according to the situation (most likely behave inconsistently). inconsistently).

People who are People who are lowlow in self-monitoring draw on in self-monitoring draw on feelings and attitudes when behaving (behavior feelings and attitudes when behaving (behavior is normally much more consistent across is normally much more consistent across situations). situations).


Whether attitudes influence behaviors depends Whether attitudes influence behaviors depends on several factors. on several factors.

Attitudes have a stronger effect when they are Attitudes have a stronger effect when they are activated by situational cues.activated by situational cues.

Attitudes have a stronger effect when people Attitudes have a stronger effect when people are self-aware. are self-aware.

Consistent attitudes have a stronger effect on Consistent attitudes have a stronger effect on behavior than ambivalent attitudes.behavior than ambivalent attitudes.

Are we consistent in our Are we consistent in our attitudes?attitudes?

LaPiere Road Trip (1930)LaPiere Road Trip (1930)

Trip with a Chinese couple through the USA – the Trip with a Chinese couple through the USA – the couple was refused service only couple was refused service only once.once.

LaPiere wrote to the owners and asked them if they LaPiere wrote to the owners and asked them if they would serve a Chinese couple at their establishment - would serve a Chinese couple at their establishment - 90% of the replies said ‘NO.’ 90% of the replies said ‘NO.’

Results: Results: negative attitudes (questionnaire) and positive negative attitudes (questionnaire) and positive

behaviors (actually serving)!behaviors (actually serving)!

Corey (1937)Corey (1937)

Attitude-behavior consistency and Attitude-behavior consistency and cheatingcheating. . Objective: predict from the attitude survey Objective: predict from the attitude survey

(your attitude towards cheating) who would (your attitude towards cheating) who would cheatcheat

Results: Results: No correlation between attitude and behavior.No correlation between attitude and behavior.

Wicker’s ReviewWicker’s Review

Wicker (1969) reviewed all the studies on Wicker (1969) reviewed all the studies on attitude-behavior consistency. attitude-behavior consistency.

Conclusion: Conclusion: The relationship between attitudes and behavior The relationship between attitudes and behavior

was very weakwas very weak..

Psychologists should abandon the concept of an Psychologists should abandon the concept of an “attitude” (Wicker, 1971). “attitude” (Wicker, 1971).

Psychological foundations of Psychological foundations of consistencyconsistency

Consistency and regularity in the physical Consistency and regularity in the physical word are taken for granted.word are taken for granted.

Human thoughts and feelings are not physical Human thoughts and feelings are not physical events. They are malleable and modifiable, not events. They are malleable and modifiable, not compelled by physical forces but obeying laws compelled by physical forces but obeying laws of their own.of their own.

Is consistency in the eye of the beholder? Is consistency in the eye of the beholder? (Michel, 1969)(Michel, 1969)

Psychological foundations of Psychological foundations of consistencyconsistency

Preference for consistency (Heider, 1944, 1958)We tend to like people who agree with us, to associate positive properties with objects or people we value, to help people we admire, etc.

Functional consistency. Need for effective action (a need to maintain consistency between the affective and cognitive components of our attitudes).Need for coherence

Inherent consistencyInherent consistency

neurophysiological dispositionsneurophysiological dispositions

logical consistencylogical consistency

Empirical evidenceEmpirical evidence

Behavioural consistency Behavioural consistency Little evidenceLittle evidence 1930s LaPierre, and others1930s LaPierre, and others

Predictive validity ?Predictive validity ? Do attitudes predict the behaviours?Do attitudes predict the behaviours? Ajten and Fishbein (1977) meta analysis 109 Ajten and Fishbein (1977) meta analysis 109

investigations, revealed very low correlations and many ns. investigations, revealed very low correlations and many ns. Results.Results.

Correlations between subjective measures of mood and Correlations between subjective measures of mood and arousal and physiological measures – problematic. arousal and physiological measures – problematic. Thayer Thayer (1970) has shown, self-reports of arousal correlate with (1970) has shown, self-reports of arousal correlate with physiological measures more so than physiological physiological measures more so than physiological measures correlate with each other. Thus measures of measures correlate with each other. Thus measures of arousal based on self-reports may be better than measures arousal based on self-reports may be better than measures based on physiological variables. based on physiological variables.

Video clipVideo clip

attitude-behavior consistency psychology of attitudes (psy320)

Documents