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The effects of attitudes on behaviors is a growing research enterprise within psychology. Icek Ajzen has led research and helped develop two prominent theoretical approaches within this field: the theory of reasoned action and, its theoretical descendant, the theory of planned behavior. Both theories help explain the link between Attitude and behavior as a controlled and deliberative process.
Theory of reasoned action
The theory of reasoned action (TRA) is a model for the prediction of behavioral intention, spanning predictions of attitude and predictions of behavior. The subsequent separation of behavioral intention from behavior allows for explanation of limiting factors on attitudinal influence (Ajzen, 1980). The theory of reasoned action was developed by Martin Fishbein and Icek Ajzen (1975, 1980), derived from previous research that started out as the theory of attitude, which led to the study of attitude and behavior. The theory was “born largely out of frustration with traditional attitude–behavior research, much of which found weak correlations between attitude measures and performance of volitional behaviors”.
Theory of planned behavior
The theory of planned behavior was proposed by Icek Ajzen in 1985 through his ARTICLE “From intentions to actions: A theory of planned behavior.” The theory was developed from the theory of reasoned action, which was proposed by Martin Fishbein together with Icek Ajzen in 1975. The theory of reasoned action was in turn grounded in various theories of attitude such as Learning theories, expectancy-value theories, consistency theories, and attribution theory. According to the theory of reasoned action, if people evaluate the suggested behavior as positive (attitude), and if they think their significant others want them to perform the behavior (subjective norm), this results in a higher intention (motivation) and they are more likely to do so. A high correlation of attitudes and subjective norms to behavioral intention, and subsequently to behavior, has been confirmed in many studies. The theory of planned behavior contains the same component as the theory of reasoned action, but adds the component of perceived behavioral control to account for barriers outside one’s own control.
Motivation and Opportunity as Determinants (MODE)
Russell H. Fazio proposed an alternative theory called “Motivation and Opportunity as Determinants” or MODE. Fazio believes that because there is deliberative process happening, individuals must be motivated to reflect on their attitudes and subsequent behaviors. Simply put, when an attitude is automatically activated, the individual must be motivated to avoid making an invalid judgement as well as have the opportunity to reflect on their attitude and behavior.
A counter-argument against the high relationship between behavioral intention and actual behavior has also been proposed, as the results of some studies show that, because of circumstantial limitations, behavioral intention does not always lead to actual behavior. Namely, since behavioral intention cannot be the exclusive determinant of behavior where an individual’s control over the behavior is incomplete, Ajzen introduced the theory of planned behavior by adding a new component, “perceived behavioral control.” By this, he extended the theory of reasoned action to cover non-volitional behaviors for predicting behavioral intention and actual behavior.
Attitude behavior consistency
Attitude-behavior consistency is when a person’s attitude is consistent with their behavior. This is not true in many cases. The fact that people often express attitudes that are inconsistent with how they act may surprise those unfamiliar with social and behavioral science, but it is an important fact to understand because facts are often reported as if they are about people’s actions when they may only be known to be true about their words. It is often much easier to conduct interviews or surveys than to obtain records of how people behave in situations. Sometimes attitudes, such as voting, are measurably consistent with behavior. In such cases it may be possible to obtain accurate estimates of behavior. However, there is no general method for correcting for attitude-behavior inconsistency.
Personality and Attitude Effects
Our personality is defined as a set of traits that can explain or predict a person’s behavior in a variety of situations. In other words, personality is a set of characteristics that reflect the way we think and act in a given situation. Because of this, our personality has a lot to do with how we relate to one another at work. How we think, what we feel, and our normal behavior characterize what our colleagues come to expect of us both in behavior and the expectation of their interactions with us. For example, let’s suppose at work you are known for being on time but suddenly start showing up late daily. This directly conflicts with your personality—that is, the fact that you are conscientious. As a result, coworkers might start to believe something is wrong. On the other hand, if you did not have this characteristic, it might not be as surprising or noteworthy. Likewise, if your normally even-tempered supervisor yells at you for something minor, you may believe there is something more to his or her anger since this isn’t a normal personality trait and also may have a more difficult time handling the situation since you didn’t expect it. When we come to expect someone to act a certain way, we learn to interact with them based on their personality. This goes both ways, and people learn to interact with us based on our personality. When we behave different than our normal personality traits, people may take time to adjust to the situation.
Our attitudes are favorable or unfavorable opinions toward people, things, or situations. Many things affect our attitudes, including the Environment we were brought up in and our individual experiences. Our personalities and values play a large role in our attitudes as well. For example, many people may have attitudes toward politics that are similar to their parents, but their attitudes may change as they gain more experiences. If someone has a bad experience around the ocean, they may develop a negative attitude around beach activities. However, assume that person has a memorable experience seeing sea lions at the beach, for example, then he or she may change their opinion about the ocean. Likewise, someone may have loved the ocean, but if they have a scary experience, such as nearly drowning, they may change their attitude.
The important thing to remember about attitudes is that they can change over time, but usually some sort of positive experience needs to occur for our attitudes to change dramatically for the better. We also have control of our attitude in our thoughts. If we constantly stream negative thoughts, it is likely we may become a negative person. In a workplace environment, you can see where attitude is important. Someone’s personality may be cheerful and upbeat. These are the prized employees because they help bring positive perspective to the workplace. Likewise, someone with a negative attitude is usually someone that most people prefer not to work with. The problem with a negative attitude is that it has a devastating effect on everyone else. Have you ever felt really happy after a great day and when you got home, your roommate was in a terrible mood because of her bad day? In this situation, you can almost feel yourself deflating! This is why having a positive attitude is a key component to having good human relations at work and in our personal lives.
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An attitude is a mental and emotional evaluation of a person, object, situation, or event. Attitudes are typically positive or negative, and they can be strong or weak. Attitudes can influence our thoughts, feelings, and behaviors.
Attitude change is the process of modifying an attitude. Attitude change can be caused by a variety of factors, including Persuasion, exposure to new information, and personal experiences.
Attitude formation is the process of developing an attitude. Attitudes are typically formed through a combination of learning and experience.
Attitude measurement is the process of assessing an attitude. There are a variety of methods for measuring attitudes, including surveys, interviews, and observation.
Attitude strength is the degree to which an attitude is held. Attitudes can be strong or weak, and the strength of an attitude can affect how resistant it is to change.
Attitude-behavior consistency is the degree to which our attitudes correspond with our behavior. Attitudes are not always consistent with behavior, but there is a general tendency for people to behave in ways that are consistent with their attitudes.
Cognitive dissonance is a state of psychological discomfort that occurs when we hold two contradictory beliefs or attitudes. Cognitive dissonance can motivate us to change our attitudes or behavior in order to reduce the discomfort.
The elaboration likelihood model is a theory of persuasion that proposes that there are two routes to persuasion: the central route and the peripheral route. The central route involves careful consideration of the message, while the peripheral route involves relying on superficial cues, such as the source of the message.
The foot-in-the-door technique is a persuasion technique in which a person is more likely to agree to a large request after they have agreed to a small request.
The low-ball technique is a persuasion technique in which a person is offered a low price for a product or service, and then the price is raised after the person has agreed to buy it.
The norm of reciprocity is a social norm that states that we should return favors that others have done for us.
Persuasion is the process of influencing another person’s attitudes, beliefs, or behaviors. Persuasion can be achieved through a variety of methods, including logic, emotion, and social pressure.
Reciprocity is the act of giving or receiving something in return for something else. Reciprocity is a powerful social norm that can be used to persuade others to do what we want.
Self-perception theory is a theory of social psychology that states that we form our attitudes by observing our own behavior. According to self-perception theory, if we see ourselves behaving in a certain way, we are likely to infer that we have an attitude that is consistent with that behavior.
Social proof is a social phenomenon that occurs when people are more likely to do something if they see others doing it. Social proof can be used to persuade people to buy products, adopt new behaviors, or even vote for certain candidates.
Source credibility is the believability of a source of information. Source credibility can be influenced by a variety of factors, including the source’s expertise, trustworthiness, and attractiveness.
Sponsorship is a Marketing strategy in which a company pays another company to promote its products or Services. Sponsorship can be a powerful tool for persuasion, as it can associate a company’s products or services with positive images and emotions.
The two-step flow of Communication is a theory of mass communication that states that information flows from the mass media to opinion leaders, who then pass it on to their followers. The two-step flow of communication theory suggests that opinion leaders play an important role in shaping public opinion.
Unconscious thought is thought that occurs outside of our conscious awareness. Unconscious thought can influence our attitudes, beliefs, and behaviors in a variety of ways.
What is the difference between attitude and behavior?
Attitude is a mental state of readiness to respond to an object or situation in a consistently favorable or unfavorable way. Behavior is the way in which an individual acts or conducts oneself.
What are the three components of attitude?
The three components of attitude are cognitive, affective, and behavioral. The cognitive component refers to the beliefs and knowledge that a person has about an object or situation. The affective component refers to the person’s feelings or emotions about the object or situation. The behavioral component refers to the person’s tendency to act in a certain way toward the object or situation.
What are the different types of attitudes?
There are many different types of attitudes, but some of the most common include:
- Positive attitudes: These are attitudes that are favorable toward an object or situation.
- Negative attitudes: These are attitudes that are unfavorable toward an object or situation.
- Ambivalent attitudes: These are attitudes that are both favorable and unfavorable toward an object or situation.
- Uncertain attitudes: These are attitudes that are neither favorable nor unfavorable toward an object or situation.
What are the different ways to measure attitudes?
There are many different ways to measure attitudes, but some of the most common include:
- Likert scales: These are scales that ask respondents to rate their agreement or disagreement with a series of statements.
- Semantic differential scales: These are scales that ask respondents to rate an object or situation on a series of bipolar adjectives.
- Thurstone scales: These are scales that ask respondents to rank a series of statements from most favorable to least favorable.
What are the different factors that influence attitudes?
There are many different factors that can influence attitudes, but some of the most important include:
- Personal factors: These include factors such as the person’s personality, beliefs, and values.
- Social factors: These include factors such as the person’s social group memberships, social norms, and social interactions.
- Situational factors: These include factors such as the person’s mood, the situation they are in, and the other people they are with.
How can attitudes be changed?
There are many different ways to change attitudes, but some of the most common include:
- Persuasion: This is a process of trying to change someone’s attitude by providing them with information or arguments.
- Cognitive dissonance: This is a state of psychological discomfort that occurs when a person holds two contradictory attitudes or beliefs.
- Exposure: This is a process of simply being exposed to an object or situation.
- Role modeling: This is a process of learning new attitudes by observing the behavior of others.
What are the different consequences of attitudes?
Attitudes can have many different consequences, both positive and negative. Some of the positive consequences of attitudes include:
- Increased motivation: Attitudes can motivate people to act in certain ways.
- Improved performance: Attitudes can improve people’s performance on tasks.
- Better relationships: Attitudes can help people to build and maintain relationships.
Some of the negative consequences of attitudes include:
- Prejudice: Attitudes can lead to Prejudice And Discrimination.
- Conflict: Attitudes can lead to conflict and violence.
- Unhappiness: Attitudes can lead to unhappiness and dissatisfaction.
Which of the following is not a type of attitude?
(A) Cognitive
(B) Affective
(C) Behavioral
(D) Attitudinal changeWhich of the following is not a factor that influences attitude formation?
(A) Direct experience
(B) Vicarious experience
(C) Persuasion
(D) Attitudinal changeWhich of the following is not a way to change attitudes?
(A) Persuasion
(B) Cognitive dissonance
(C) Operant conditioning
(D) Attitudinal changeWhich of the following is not a common technique used in persuasion?
(A) Foot-in-the-door technique
(B) Low-ball technique
(C) Door-in-the-face technique
(D) Attitudinal changeWhich of the following is not a common technique used in cognitive dissonance?
(A) Just-world hypothesis
(B) Self-serving bias
(C) Fundamental attribution error
(D) Attitudinal changeWhich of the following is not a common technique used in operant conditioning?
(A) Positive reinforcement
(B) Negative reinforcement
(C) Punishment
(D) Attitudinal changeWhich of the following is not a common attitude change strategy?
(A) Central route persuasion
(B) Peripheral route persuasion
(C) Cognitive dissonance
(D) Attitudinal changeWhich of the following is not a common attitude change technique?
(A) Elaboration likelihood model
(B) Heuristic-systematic model
(C) Foot-in-the-door technique
(D) Attitudinal changeWhich of the following is not a common attitude change theory?
(A) Cognitive dissonance theory
(B) Balance theory
(C) Consistency theory
(D) Attitudinal changeWhich of the following is not a common attitude change model?
(A) Elaboration likelihood model
(B) Heuristic-systematic model
(C) Persuasion knowledge model
(D) Attitudinal change