## Attitudes :three: ### ...and its relation to behavior <!-- Put the link to this slide here so people can follow --> **Rizqy Amelia Zein** Department of Personality and Social Psychology Universitas Airlangga Slides: https://hackmd.io/@ameliazein/kogsos-13 ---  To download the slides (.pdf), swipe down and click :printer: icon. --- ### Can attitude predict behaviour? :chart_with_upwards_trend: <div style="text-align: left"> * Why is it important to study attitudes? * Presumably, attitudes are **==a strong predictor==** of actual behaviour… * …*but* does scientific research support this claim? </div> --- ### Can attitude predict behaviour? :chart_with_upwards_trend: <div style="text-align: left"> * Research has demonstrated that ==*attitudes predict a multitude of behaviours*==, including; - church-going behaviour (Rokeach, 1968) - contraceptive use (Sheeran et al., 1999) - classroom cheating (Whitley, 2001) - voting (Britt, 2003) - dieting (Conner et al., 2003) - sexual assault (Malamuth, 2003) </div> --- ### Sometimes, it doesn't :no_entry: <div style="text-align: left"> * Other researchers have argued that **==attitudes do not predict==** behaviour (e.g., [LaPiere, 1934](https://www.jstor.org/stable/2570339?casa_token=ZeUUXhMc59cAAAAA:JsPLI_-QV4iUub1wH9690h2NA-l_04dANnQRlgaOLZvLv2c38Dz0a-UMMBaaDXKXBdZN84lpGgDsilsO5T3SbEFTk7FwcWHF0u8BmfGgIrsJwnqP0fGIIg)). * LaPiere traveled around the US with a Chinese couple, stopping at restaurants, hotels, etc. (250 locations in total). * Received polite service from almost every location. * Afterwards, LaPiere wrote back to these establishments and asked them if they would offer service to Chinese visitors. </div> --- ### Sometimes, it doesn't :no_entry: <div style="text-align: left"> * Of those that responded, over 90% stated that they **==would NOT serve Chinese customers==**. * Thus, attitudes clearly **==unrelated to behaviour==** in this example. * Similar findings have been made in subsequent studies (e.g., [Wicker, 1969](https://spssi.onlinelibrary.wiley.com/doi/abs/10.1111/j.1540-4560.1969.tb00619.x)). * Attitudes unrelated to: - Mitigation behavior ([Kasapoglu and Ecevit, 2002](https://www.ingentaconnect.com/content/sbp/sbp/2002/00000030/00000002/art00009)) - Risky sexual behavior ([Shearer et al., 2005](https://idp.springer.com/authorize/casa?redirect_uri=https://link.springer.com/content/pdf/10.1007/s11199-005-2675-4.pdf&casa_token=PtD3-uRf_rgAAAAA:ir0CiHahNBscNbTE4RXUg0L1G43pwLLbWVj5ED47gcVptqWKE1mZy7JYSA3xYKl3swfZSZBfnwXNqLIfKvU)) </div> --- ### Attitudes and behaviours :man-running: <div style="text-align: left"> * So… ==*when*== and ==*how*== do attitudes actually predict behaviour? * There appear to be :two: important factors; - Situational aspects - Aspects of the attitudes themselves (attitudinal aspects) </div> --- ### Situational constraints:cactus: <div style="text-align: left"> * Factors that **==prevent us from expressing==** attitudes in overt behavior. * Situations where **==we must be polite==**. * Places where we are **==expected to be quiet, respectful==**. * Situations where it is important for us to **==make a certain impression==**. </div> --- ### Situational constraints:cactus: <div style="text-align: left"> * Society dictates that we act in a certain manner, and **==we may not be able to reveal==** our true attitudes. * Situations influence the attitude-behaviour link, but our attitudes **==predict the situations we enter into==**. * We tend to prefer situations where we are **==free to express our attitudes==** openly. * We prefer to surround ourselves with other people who **==share our attitudes==**. </div> --- ### Attitudinal aspects:zap: <div style="text-align: left"> * Attitude origins - Attitudes formed on the basis of **==direct experience==** (as opposed to ones we may overhear from other people) are more likely to influence behavior. - Attitudes with these origins are **==stronger and more accessible==** (easier to bring to mind). </div> --- ### Attitudinal aspects:zap: <div style="text-align: left"> * **==Attitude strength==** :point_right: stronger attitudes are more likely to predict behavior. * Several components to strength: - **Intensity** (strength of emotional reaction) - **Knowledge** (of the attitude object) - **Importance** (extent to which the person cares deeply about the attitude and is personally affected by it) * **==Vested interest==** is related to importance (i.e., relevance, important personal consequences). </div> --- ### Attitudinal aspects:zap: <div style="text-align: left"> * **==Attitude specificity==** :point_right: extent to which attitudes are focused on specific objects or situations rather than on general ones. * Attitudes predict behaviours to the extent that the two are measured at the **==same level of specificity==**. * e.g., going to religious services is more strongly associated to service-going attitudes than to general attitudes towards religion. </div> --- ### How attitudes predict behaviour? :chart_with_upwards_trend: <div style="text-align: left"> * These ideas having to do with the specificity of attitudes and behaviours were expanded and integrated into a far-reaching theory of the attitude–behaviour relationship. * The theory encapsulates :three: processes of **==beliefs, intention and action==**: - The theory of reasoned action (TRA) ([Fishbein & Ajzen, 1974](https://psycnet.apa.org/journals/rev/81/1/59/)); and - The theory of planned behaviour (TPB) ([Ajzen, 1989](https://books.google.com/books?hl=en&lr=&id=fiOvSm50Z7kC&oi=fnd&pg=PA241&dq=Ajzen,+1989&ots=5uVc74-LPJ&sig=9dYCPUETc7lUxWjpAD5NExaSm6M)). </div> --- ### Theory of reasoned action:reminder_ribbon: <div style="text-align: left"> ..consists of :four: elements * **==Subjective norm==**:point_right:a product of what the person thinks others believe. Significant others provide direct or indirect information about ‘what is the proper thing to do’. * **==Attitude towards the behaviour==**:point_right:a product of the person’s beliefs about the target behaviour and how these beliefs are evaluated. </div> --- ### Theory of reasoned action:reminder_ribbon: <div style="text-align: left"> * **==Behavioural intention==**:point_right:an internal declaration to act. * **==Behaviour==**:point_right:the action performed. </div> --- ### Theory of planned behaviour:rolled_up_newspaper: <div style="text-align: left"> * The theory of reasoned action emphasises not only the rationality of human behaviour but also the belief that the behaviour is under the person’s **==conscious control==**. - e.g., ‘I know I can stop smoking if I really want to’. * However, **==some actions are less under people’s control==** than others. * Ajzen extended the theory of reasoned action to consider the role of behavioural control. </div> ---  --- ### Protection-motivation theory:shield: <div style="text-align: left"> * Another theory, related to TRA & TPB, that focuses on how people can **==protect their health==**, maintain better practices and avoid risky behaviour is.. * ...protection motivation theory :point_right: Adopting a healthy behaviour requires **==cognitive balancing==** between the **==perceived threat==** of illness and one’s **==capacity to cope==** with the health regimen. </div> ---  --- ### Thank you! :tada: Should you have any questions, drop them in: - [Spreadsheet](https://docs.google.com/spreadsheets/d/1LqcvLnfamGoE3rxKFg9eVtttMbmkPfcF7OxMY1yVGYM/edit?usp=sharing); or - [Drop-in session (every Friday at 11-12)](https://meet.google.com/iis-oxiz-emc); or - [Email](mailto:amelia.zein@psikologi.unair.ac.id)