3 - Attitudes, Emotions and Behaviours

Question 1

Discrepancies between attitudes and behaviours

Answer 1

• it’s been found in several studies that attitudes do not predict behaviour
• but the methodology of these studies has been criticised, in that the specificity of the attitudes and behaviours have not matched up perfectly
  > an issue of poor correspondence between the measures

Question 2

The Compatibility Principle (Azjen & Fishbein, 1977)

Answer 2

• produced as a guideline to ensure correspondence between measures of attitude and behaviour
• compatibility principle states that measures of attitude and behaviour should be compatible with respect to TACT
• Target (at which action is directed)
• Action
• Context (in which action is performed)
• Time (at which action is performed)

i.e.
Attitude Measure
- view on:
> running, in the park, on Friday, at 6pm after work
> (action, target, context, time, context)

Incompatible Behaviour Measure:
- how many times did you go running last week?
Compatible Behaviour Measure:
- did you go running in the park on Friday at 6pm after work?

TACT is not a crucial structure
- the crucial part is that the behavioural measure must mirror the attitude measure

• low compatibility does not predict behaviour from action
• moderate compatibility does somewhat
• high compatibility does predict

Thus attitude may not always predict behaviour due to measurement failures

Question 3

Theory of Reasoned Action (Azjen & Fishbein)

Answer 3

• Attitude towards a behaviour as well as subjective norms about that behaviour, influence the formation of Behavioural Intention
• Behavioural Intention goes on to influence the occurrence of the behaviour

Question 4

Theory of Planned Behaviour (Azjen & Fishbein)

Answer 4

• behaviour is influenced by intentions
• intentions are influenced by:
  > attitude
  > subjective norms
  > perceived behavioural control
• perceived behavioural control can interfere with the interaction between intention and behaviour

TPB is not a perfect model, only predicts for 31% of cases

Question 5

The Intention-Behaviour Gap

Answer 5

• 50% of the time, people do not follow through on their intentions

Question 6

Implementation Intentions

Answer 6

• specific plans of when, where and how the behaviour will be performed
• greatly increases the likelihood of the behaviour

Question 7

Emotions and mood

Answer 7

Forms of Affect

Emotions

• short in duration
• intense
• clear target
• have a motivational relevance
• emotional reactions depend on experience/history

Mood

• long duration
• background
• no clear target

Negative emotions are stronger than positive ones

Question 8

Basic Emotions (6)

Answer 8

- created by Ekman, inspired by Darwin
> happiness
> anger
> fear
> disgust
> sadness
> surprise
- can be universally seen in facial expressions

Question 9

Context to emotion

Answer 9

• facial expressions alone can not be used to predict emotions
• body language and other contexts are used

Question 10

Self-conscious emotions

Answer 10

• require self-reflection
  > shame
  > pride
  > guilt

Question 11

Moral emotions

Answer 11

• requires empathy?
  > contempt
  > empathy

Question 12

James-Lange theory of emotions

Answer 12

• stimulus -> emotion -> expression
  or
• stimulus -> expression -> emotion