Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

PM Dr Mohd Dahlan Hj. A. Malek

Lecture 4Behavior and Attitudes

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

The ABCs of Attitudes

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

How Well Do Attitudes Predict Behavior?

• Expressed attitudes are not good predictors of behavior

• “It may be desirable to abandon (throw out) the attitude concept” (Allan Wicker, 1971)

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

When Attitudes Predict Behavior

• 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/effective/strong• Prejudicial attitudes predict discriminatory

behavior

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

The Theory of Planned Behavior

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Effects of Prejudicial Attitudes

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

When Does Behavior Affect Attitudes?

• Role-playing• Saying becomes believing• The foot-in-the-door phenomenon• Evil and moral acts• Interracial behavior and racial attitudes• Social movements

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Why Does Behavior Affect Attitudes?

• Self-Presentation: Impression Management

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Why Do Actions Affect Attitudes?

• Self-Justification: Cognitive Dissonance (conflict) – Insufficient justification– Dissonance after decisions

Festinger

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Dissonance and Insufficient Justification

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Why Do Actions Affect Attitudes?

• Self-perception theory– Expressions and

attitude– Over justification

and intrinsic motivations

– example

• Comparing the theories– Dissonance as

arousal/stimulation– Self-affirmation– Self-perceiving

when not self-contradicting

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Intrinsic and Extrinsic Motivation

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Supplemental Slides

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Attitudes

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Attitudes

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Attitudes

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Antecedents/experience to Attitudes

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Cognitive Dissonance-Revised

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Cognitive Dissonance-Revised

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Comparison of the Two Theories

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

More on Dissonance

Behavior and A

ttitudes

Copyright © 2008 by The McGraw-Hill Companies, Inc.

Planned Behavior