Chapter 4 - How do Attitudes Influence Behaviour?

Question 1

Expectancy-Value Models of behaviour (2)

Answer 1

1. Theory of Reasoned Action
2. Theory of Planned Behaviour
   Used to describe prediction of INTENTIONAL behaviour

Question 2

Theory of Reasoned Action

Answer 2

1 a. Individual’s attitude toward behaviour
1 b. Subjective norms about whether to perform behaviour
2. Behavioural Intentions
3. Behaviour

Question 3

What is Attitude derived in in TRA? (2)

Answer 3

Attitude = (1) expectancy behaviour will produce desired consequence * (2) value attached to this consequence

Question 4

What are Subjective Norms determined by in TRA? (2)

Answer 4

Norms = (1) normative beliefs about how ppl important to them expect them to act * (2) individual’s motivation to comply

Question 5

Which is a better predictor of intention/attitude in TRA - attitude or norms?

Answer 5

Attitude 80% of the time

Question 6

Added element to Theory of Planned Behaviour

Answer 6

Perceived behavioural control (self-efficacy)

Actions influenced by whether people feel they can perform the behaviour

Question 7

How does perceived behavioural control affect behaviour in TRB? (2)

Answer 7

1. Directly on behaviour (it can be performed)

2. Indirectly through behavioural intentions

Question 8

Dimensions of saliency (2)

Answer 8

1. +ve or -ve outcomes
2. Instrumental (material/literalcosts/benefits) vs. emotional (self/affect cost/benefits outcomes
   Beliefs made more salient than others may change behaviour

Question 9

Risk as Feelings Hypothesis

Answer 9

Emotional reactions often drive behaviour when cognitive and emotional reactions conflict (explains risky behaviour when people know instrumental risks)

Question 10

Effect of private vs. collective-self saliency on attitudes and norms (Ybarra and Trafinow)

Answer 10

1. Private-Self Cognition - individual’s self-assessment (I am funny)
2. Collective-Self Cognition - how individual feels judged by others (My family thinks I’m funny)
   If asked to think about self intentions more correlated to attitudes, if asked to think about family/friends then intentions correlated more to norms

Question 11

Implementation Intention

Answer 11

‘If-then’ plans that specify behaviours person will need to perform to achieve a goal
Frees up cognitive capacity for other, different tasks

Question 12

Breast Self-Examination study related to implementation intention

Answer 12

Writing down where and when will perform BSE, months later intention 64% did vs. 14% control

Question 13

Other variables which affect behaviour (4)

Answer 13

1. Moral beliefs
2. Personal need for satisfaction
3. Anticipated -ve self-conscious emotions
4. IDs in self-efficacy

Question 14

Limits of TPB

Answer 14

You cannot control all behaviours (ex. dyadic, two-person interactions where each person’s attitudes/norms/intentions affect actual behaviour)

Question 15

Effects of lack of knowledge/cog support and thinking about reasons for attitude on attitude (Wilson et al.) (3)

Answer 15

1. Ps who lack cognitive support for attitude tend to access random subset of reasons that reflect a more positive or negative view than the person normally expresses
2. After analyzing reasons (COGNITION), if original attitude was based on AFFECT there was low attitude-behaviour correlations
3. Influence of verbalization on behaviour decays and will return to original affective bias

Question 16

The MODE Model (Fazio)

Answer 16

Explains SPONTANEOUS actions with (1) motivation and (2) opportunity determinants of behaviour

Question 17

MODE Model:

1. High motivation + opportunity pathway
2. Low motivation or opportunity pathway

Answer 17

1. Deliberative processing > attitude activation > attitude influences behaviour
   2 a. Spontaneous processing > high attitude accessibility > attitude activation > attitude influences behaviour
   2 b. SP > low attitude accessibility > no attitude activation > attitude does not affect behaviour
   Attitude accessibility is key**

Question 18

MODE Model and 1984 Presidential Election of Reagan and Mondale

Answer 18

Measured attitudes of candidates and their votes 5 months later
Results: ^ accessibility (faster RT) of attitudes led to ^ correlation w/ behaviour

Question 19

MODE Model and evaluation of effectiveness of death penalty

Answer 19

1. read both an article that supported and one that did not support death penalty
2. accessibility of attitude manipulated by asking P to express it 1 or 6 times
3. motivation manipulated by being told conclusion would be compared or not
   Results: Evaluations of articles consistent w/ Ps attitude if attitude accessibility was high and motivation was low , if AA high and motivation H then tried to overcome biases of attitude

Question 20

MODE Model and prejudicial reactions

Answer 20

1. Completed implicit and explicit measures of motivation to control prejudicial reactions
2. Shown pics of black / white people and descriptions of them + rate on traits
   Results: Spontaneous evaluations seen by implicit measures predicted behaviour when motivation was low, when motivation was high and spontaneous -ve attitude tried to overcompensate and rated black individuals more +vely

Question 21

MODE Model department store study

Answer 21

1. Store described favourably but camera department negatively (and vice versa)
2. Asked where would shop for camera; motivation (justify or not), opportunity (time constraint or not)
   Results: Ps based decision on camera department when motivated and w/o time pressure

Question 22

Composite Attitude-Behavioural Model

Answer 22

Suggest link b/w attitudes, intentions and behaviour being moderated by things such as HABITS**
Also: utilitarian outcomes, attitude toward target, normative outcomes, self-identity outcomes

Question 23

Why should habits be effective at predicting behaviour?

Answer 23

Automatic and occur w/o conscious monitoring; particularly impactful when willpower is low

Question 24

According to Composite AB Model, when are intentions uniquely predictive of behaviour?

Answer 24

When Ps habits are weak. Otherwise habits are main predictor of behaviour

Question 25

What contexts have habits predict behaviour?

Answer 25

Stable contexts (ex. wearing a seatbelt)
Unstable contexts prevent habits from exerting powerful role

Question 26

Recycling and changing habits study

Answer 26

Results: 75% reduction of garbage in implementation intention condition