Effects on affective and cognitive responses in the attitude-behavior relation

Millar & Millar

AttitudesToolResearchInfluences

Experience and Attitude-Behavior RelationshipAttitude influence is complex

PersonalitySituationDirect experienceIndirect experience

Example: A new foodReading about it

Attitude formed based on attributes or cognitions COGNITIVE

Tasting it - the 2nd Street Bakery BreadAttitude formed based on gut or emotional

reaction AFFECTIVE

Major questionIf direct and indirect experience changes the

degree that an attitude is affectively or cognitively based, then how does this change the attitude’s ability to predict behavior?

Many researchers have proposed that some behavior is more cognitively driven and others more affectively driven.

Terms to knowInstrumental behavior

preformed to accomplish a goal beyond the activity involved in performing it – more cognitively driven

Consummatory behaviorpreformed only for the activity involved in

performing it – more affectively driven (emotionally)

Millar & Millar - hypothesisAttitudes formed through direct experience

produce more affective reactions and are better predictors of consummatory behavior.

Alternatively, attitude formed through indirect experience produce more cognitive reaction and are better predictors of instrumental behavior.

Students + Puzzles – 3 studiesStudy 1

Students + Puzzles – 3 studiesStudy 2

Students + Puzzles – 3 studiesStudy 3

Overall resultsResults are part of a body of evidence related

to the usefulness of the distinction between affective and cognitive based attitudes.

Application to Environmentally Responsible Behavior?

Advantages? Disadvantages?

Related articleTitle: Engaging with the natural environment:

The role of affective connection and identity

Journal of Environmental Psychology, 2008

Test: research that shows greater experience with the natural environment leads to more pro-environmental attitudes. Affect can be both an important predictor of environmental attitudes and rate as more important by participants than cognitions. Greater experiences = greater affective connections.

Method and ResultsSurvey

Rural vs. urban childhoods

Richard Louv – Last Child in the WoodsWhat will be the ramifications if direct

experience in nature is lost? Will it effect ERB?