beliefs,attitude and behaviour

8/4/2019 Beliefs,Attitude and Behaviour

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Beliefs, Attitudes, andBeliefs, Attitudes, and

BehaviorBehavior


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BehaviorBehaviors Beliefs, attitudes, and valuesBeliefs, attitudes, and values

s Cognitive structureCognitive structure

s Attitude-behavior consistencyAttitude-behavior consistencys Historical researchHistorical research

s CriticismsCriticisms

s MethodologicalMethodologicals TheoreticalTheoretical

s Explanations for inconsistencyExplanations for inconsistency


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What is a belief?What is a belief?

s The perception of a relationshipThe perception of a relationship

between two objects or something andbetween two objects or something and

a characteristic of ita characteristic of its Bananas are yellowBananas are yellow

s Physical activity is boringPhysical activity is boring

s Lawyers are dishonestLawyers are dishonest

s Bob loves JaneBob loves Jane


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The relationship of beliefs toThe relationship of beliefs to

attitudesattitudess BeliefsBeliefs are translated intoare translated into attitudesattitudes

throughthrough valuesvalues

s BELIEF: Lawyers overcharge theirBELIEF: Lawyers overcharge theirclientsclients

s VALUE: FairnessVALUE: Fairness

s ATTITUDE: I dont like lawyersATTITUDE: I dont like lawyers


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Cognitive structureCognitive structure

Beliefs: Lawyers

overcharge

their clients

Values: Fairness

Attitude: I dont like lawyers


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Beliefs: Lawyers

overcharge

their clients

Lawyers

help their

clients lie

Values: Fairness Honesty



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Beliefs: Lawyers

overcharge

their clients

Lawyers

help their

clients lie

Lawyers

help rich

people

Values: Fairness Honesty Equality



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Beliefs: Lawyers

overcharge

their clients

Lawyers

help their

clients lie

Lawyers

help

everybody

Values: Fairness Honesty Equality



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Classic studies in attitude-Classic studies in attitude-

behavior consistencybehavior consistencys LaPiereLaPiere

s KutnerKutner

s Wicker (1969)--review of attitude-Wicker (1969)--review of attitude-

behavior studiesbehavior studiess Average correlation [r] = .30Average correlation [r] = .30

s % of variance in behavior explained = 9%% of variance in behavior explained = 9%(r(r22))


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Attitude-behavior correlation:Attitude-behavior correlation:

Cheating on examsCheating on exams

1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never

Strongly AgreeStrongly Disagree


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1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never



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1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never



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1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never


r = 1.0


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1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never



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1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never


r = 0


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s CriticismsCriticismss

MethodologicalMethodologicals TheoreticalTheoretical



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Criticisms of classic researchCriticisms of classic research

s MethodologicalMethodological

s Not necessarily measured the same personNot necessarily measured the same person

s

Two measures of behavior (no measure ofTwo measures of behavior (no measure ofattitude)attitude)

s Used only single measures (low reliability)Used only single measures (low reliability)

s TheoreticalTheoretical

s Ignoring social normsIgnoring social norms


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Weigel & Neuman (1976)Weigel & Neuman (1976)

s Measured attitudes toward environmentMeasured attitudes toward environment

(20 item scale)(20 item scale)

s Also measured six environmentallyAlso measured six environmentallyrelated behaviors, e.g.,related behaviors, e.g.,s Signing a petition against off shore oilSigning a petition against off shore oil

drillingdrillings Leaving newspapers out for recyclingLeaving newspapers out for recycling

weekly over a period of 8 weeksweekly over a period of 8 weeks


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Weigel & Neuman resultsWeigel & Neuman results

s Each behavior by itself correlated aboutEach behavior by itself correlated about

.29 with the attitude scale.29 with the attitude scale

s All the behaviors added together (aAll the behaviors added together (abehavior scale) correlated .68 with thebehavior scale) correlated .68 with the

attitude scaleattitude scale


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Weigel & NeumanWeigel & Neuman

Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5


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Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5

r = .30


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Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5

r = .30


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Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5

r = .30


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Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5

r = .70


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Weigel & Neuman resultsWeigel & Neuman results

s Each behavior by itself correlated about .29Each behavior by itself correlated about .29

with the attitude scalewith the attitude scale

s

All the behaviors added together (a behaviorAll the behaviors added together (a behaviorscale) correlated .68 with the attitude scalescale) correlated .68 with the attitude scale

s CONCLUSION: High attitude-behaviorCONCLUSION: High attitude-behavior

consistency when both measured reliably andconsistency when both measured reliably and

situational pressures not overwhelmingsituational pressures not overwhelmingattitudesattitudes


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s

Attitude-behavior consistencyAttitude-behavior consistencys Historical researchHistorical research

s CriticismsCriticismss MethodologicalMethodological

s TheoreticalTheoretical


s Classical conditioningClassical conditioning


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Classical conditioning ofClassical conditioning of

emotional responsesemotional responses

US


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US

unconditioned stimulus


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US UR

unconditioned response


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US UR

CS

conditioned stimulus


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US UR

CS

CR

conditioned response


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US UR

CS

CR

meat powder


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US UR

CS

CR

meat powder salivating


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US UR

CS

CR


bell


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US UR

CS

CR


bell

salivating


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US UR

CS

CR

Obscene, vulgar words


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US UR

CS

CR

Obscene, vulgar words Negative emotional reaction


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US UR

CS

CR


Ethnic group


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US UR

CS

CR


Ethnic group

Negative emotional

reaction


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InstructionsInstructions

s These statements concern yourThese statements concern your

personal reactions to a number ofpersonal reactions to a number of

different situations. No two statementsdifferent situations. No two statementsare exactly alike, so consider eachare exactly alike, so consider each

statement carefully before answering. Ifstatement carefully before answering. If

a statement is TRUE or MOSTLY TRUEa statement is TRUE or MOSTLY TRUE

as applied to you, mark T; if a statementas applied to you, mark T; if a statement

is FALSE or MOSTLY FALSE, mark F.is FALSE or MOSTLY FALSE, mark F.


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Self-monitoring (Mark Snyder)Self-monitoring (Mark Snyder)

s Concern for social appropriatenessConcern for social appropriatenesss Sensitive to self-presentation of othersSensitive to self-presentation of others

s Used as guidelines for monitoring own self-Used as guidelines for monitoring own self-presentationpresentation

s Two components of self-monitoringTwo components of self-monitorings

Interest in social informationInterest in social informations Ability to control self-presentationAbility to control self-presentation

S fS lf it i t t i


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Self-monitors interest inSelf-monitors interest in

social comparisonsocial comparisons Subjects given a self-descriptive (T-F)Subjects given a self-descriptive (T-F)

personality test [designed to facilitate self-personality test [designed to facilitate self-

monitoring]monitoring]

s

Given opportunity to consult majority responseGiven opportunity to consult majority responsesheetsheet

s D.V.: Observer noted frequency of looking atD.V.: Observer noted frequency of looking at

sheet and length of time spent lookingsheet and length of time spent looking

s High self-monitors: looked more frequently forHigh self-monitors: looked more frequently forlonger timelonger time


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Expression of emotionExpression of emotion

s Different groups ability to convey emotionDifferent groups ability to convey emotions StudentsStudents

s ActorsActors

s Hospitalized mental patientsHospitalized mental patients

s Communication of emotionCommunication of emotion

s Subjects conveyed seven different emotions: anger,Subjects conveyed seven different emotions: anger,

happiness, sadness, surprise, disgust, fear, guilthappiness, sadness, surprise, disgust, fear, guilt

s Judges guessed emotionsJudges guessed emotions


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s Different groups ability to convey emotionDifferent groups ability to convey emotions StudentsStudents mean=14mean=14

s ActorsActors







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s ActorsActors mean=18.4mean=18.4







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s Hospitalized mental patientsHospitalized mental patients mean=10.3mean=10.3






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s Hospitalized mental patientsHospitalized mental patients mean=10.3mean=10.3

s Communication of emotionCommunication of emotions Subjects conveyed seven different emotions: anger,Subjects conveyed seven different emotions: anger,



s High SM conveyed emotions betterHigh SM conveyed emotions better


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Self-monitoring and attitude-Self-monitoring and attitude-

behavior correlationsbehavior correlationss High self-monitors have lower attitude-High self-monitors have lower attitude-

behavior correlationsbehavior correlations

s Their behavior is less reflective of theirTheir behavior is less reflective of theiractual attitudes; more in line with whatactual attitudes; more in line with what

they think is socially appropriatethey think is socially appropriate

beliefs,attitude and behaviour

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