Attitude-Behavior Discrepancies Flashcards
Stability of Attitudes
Attitudes measured now do not necessarily predict behaviors later, as attitudes change over time due to situations or people changing.
Strength of Attitudes
When someone’s attitude is weak/ambivalent, then we find more inconsistency between their attitudes and behaviors.
Ex). Voters who are undecided, or confused will most likely vote outside of their party.
Relevance of Attitudes
Behavior is most consistent with attitudes that are specifically relevant to them.
Salience of Attitudes
When an attitude is made salient, we’re more likely to act in a way that is consistent with the attitude.
Situational Pressures
When situational pressures are very strong, attitudes are not as likely to determine people’s behaviors.
» psychological pressure on the individual to engage in and/or refrain from particular behaviors.
Ex). Going back to the professor and Chinese grad student study, why do you think the managers say that they would not turn down the service even though they would in reality?
Cognitive Dissonance Theory
When there is inconsistency between behavior and attitude, and behavior cannot be changed or revoked, we experience tension/discomfort and reduce dissonance by changing attitude. HOT theory.
Ex). Think of a student’s decision process in deciding if they should cheat or not.
Post-Decisional Dissonance
The tension that we experience AFTER our commitment to a particular course of action over another. To reduce dissonance, we either decrease our evaluation of the alternative we didn’t choose or increase our evaluation of the alternative we did choose. If both choices are equally good, there is more dissonance.
Ex). Prof. Lobel’s dissonance after choosing a car brand over another.
Consistency of Attitudes and Behavior
Based on strength of attitude, stability of attitude, relevance of attitude to behavior, salience of the attitude, and situational pressures
Attitude-Discrepant Behavior
When you perform some action inconsistent with your attitude.
Extrinsic Justification
An outside motivation for performing a task, which can be force, coercion, or a reward. A lack of extrinsic justification may lead to a search for intrinsic justification.
Intrinsic Justification
An internal motivation for performing a task.
Self Perception Theory
Behavior leads to attitude. Self perception occurs often when attitudes are vague or ambiguous and dissonance is absent (no tension involved). Suggests that attitudes are at the top of the head, not deeply felt. COLD theory.
Hot Theory
Describes the type of theory that cognitive dissonance is, which suggests that people experience tension internally. It seems illogical.
Cold Theory
Describes the type of theory that self perception theory is, which suggests our attitudes come from reviewing our behavior. It is very rational.
Top-of-the-Head Phenomena
Individuals determine their attitudes by reviewing their behaviors, which is whatever is at the “top of the head”. A feature of self-perception theory.
