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Behavior and Attitudes Copyright © 2008 by The McGraw-Hill Companies, Inc. PM Dr Mohd Dahlan Hj. A. Malek Lecture 4 Behavior and Attitudes
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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
