Attitudes and Behavior

The Nature of Attitudes and Their Impact on Behavior

Attitudes are psychological constructs representing an individual's degree of like or dislike for an entity, which can include tangible objects, people, groups, events, ideas, and behaviors. They are formed through experience and learning and are influenced by a variety of factors, including beliefs, emotions, and past behaviors. Attitudes are important because they can predict behavior, although this relationship is not always straightforward. For instance, a person may have a favorable attitude towards healthy eating but may not always choose healthy options due to convenience or taste preferences. Attitudes are dynamic and can change with new information or persuasive communication.

The Functional Roles of Attitudes

Attitudes serve multiple functions in our lives. They provide a framework for understanding the world and preparing individuals for action. The knowledge function helps us organize and interpret new information based on what we already believe. The ego-defensive function protects our self-esteem and justifies actions that might otherwise be seen as socially unacceptable. The value-expressive function allows us to convey our most cherished beliefs and values to others, often through symbolic means. Lastly, the social-adjustive function facilitates our relationships with others by expressing attitudes that are conducive to social acceptance or group membership.

Attitudes and Behavior: A Complex Interplay

The relationship between attitudes and behavior is influenced by various factors, including the strength and accessibility of the attitude, the presence of social norms, and the directness of the experience with the attitude object. Strong, easily accessible attitudes are more likely to predict behavior than weak or ambiguous ones. Additionally, when social norms are aligned with personal attitudes, behavior is more likely to be consistent with those attitudes. However, when there is a conflict between personal attitudes and social norms, individuals may act contrary to their attitudes to conform to social expectations.

Changing Attitudes through Persuasion

Attitude change can be achieved through persuasive communication, which operates via two primary routes: the central route and the peripheral route. The central route to persuasion involves thoughtful consideration of the arguments presented, leading to attitude change that is more likely to be enduring and predictive of future behavior. The peripheral route relies on superficial cues, such as the attractiveness or expertise of the communicator, resulting in more temporary attitude changes that are less likely to affect behavior. Effective persuasion often requires a combination of both routes, depending on the audience and context.

Cognitive Dissonance and the Pursuit of Consistency

Cognitive dissonance theory posits that individuals strive for internal consistency between their attitudes and behaviors. When there is a discrepancy, it creates psychological discomfort, which people are motivated to reduce. This can be achieved by changing the dissonant behavior, altering the conflicting attitude, or rationalizing the inconsistency. For example, a person who smokes cigarettes but knows it is harmful to their health may quit smoking (behavior change), convince themselves that the health risks are exaggerated (attitude change), or focus on the stress-relieving benefits of smoking (rationalization).

Conforming to Role Expectations

Social roles come with expectations about how individuals should behave, which can influence both attitudes and behaviors. When individuals find themselves in a new role or social context, they may adapt their attitudes and behaviors to align with these expectations. This is often seen in professional settings, where employees adopt the attitudes and behaviors that are consistent with their job roles, or in social settings, where individuals may conform to the norms of the group to gain acceptance or avoid conflict.

Empirical Insights into Attitudes and Behavior

Empirical research has shed light on the complex relationship between attitudes and behaviors. One of the earliest studies by Richard LaPiere in the 1930s demonstrated that attitudes do not always predict behavior, as he found that establishments that expressed negative attitudes towards Chinese people still provided them with service. Leon Festinger's theory of cognitive dissonance, developed in the 1950s, further explored the interplay between attitudes and behaviors, showing that individuals are motivated to maintain consistency between them. These and other studies have contributed to our understanding of the factors that influence whether and how attitudes are translated into behaviors.