How Well Do Attitudes Predict Behavior Behavior and
How Well Do Attitudes Predict Behavior? Behavior and Belief • Expressed attitudes are not good predictors of behavior • “It may be desirable to abandon the attitude concept” (Allan Wicker, 1971) • Lewin: B=f(P, E) Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -1
When Attitudes Predict Behavior and Belief • When social influences on expressed attitudes is minimal • When other influences on behavior are minimal • When attitudes specific to the behavior are examined • When attitudes are potent • Prejudicial attitudes predict discriminatory behavior Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -2
When Does Behavior Affect Attitudes? Behavior and Belief • • • Role-playing Saying becomes believing The foot-in-the-door phenomenon Evil and moral acts Interracial behavior and racial attitudes Social movements Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -3
Why Do Actions Affect Attitudes? Behavior and Belief • Self-Justification: Cognitive Dissonance – Insufficient justification – Dissonance after decisions Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -4
Dissonance and Insufficient Justification Behavior and Belief Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -5
Why Do Actions Affect Attitudes? Behavior and Belief • Self-perception theory – Expressions and attitude – Overjustification and intrinsic motivations • Comparing theories – Dissonance as arousal – Self-affirmation – Self-perceiving when not self-contradicting Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -6
Attitudes Behavior and Belief Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -7
Attitudes Behavior and Belief Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -8
Attitudes Behavior and Belief Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -9
Antecedents to Attitudes Behavior and Belief Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -10
Cognitive Dissonance-Revised Behavior and Belief Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -11
Cognitive Dissonance-Revised Behavior and Belief Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -12
Comparison of the Two Theories Behavior and Belief Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -13
More on Dissonance Behavior and Belief Copyright © 2012 by The Mc. Graw-Hill Companies, Inc. 9 -14
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