Attitudes and behaviours
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Attitudes and behaviours

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Attitudes and behaviours Presentation Transcript

  • 1. +Attitudes & BehavioursFactors that influence whether attitudes andbehaviour will be consistent
  • 2. + Factors that influence attitudes There are many factors that influence whether attitudes andbehaviour will be consistent. Research findings have identified a number of conditions whenit is more likely that attitudes and behaviour will match. How strongly we hold the attitude (strength) How easily the attitude comes to mind (accessibility) The situation we are in (context) Personal belief that we can actually perform the behaviourassociated with an attitude (control)
  • 3. +Factors that influence whether attitudesand behaviour will be consistentDefinition ExampleStrength of attitudeAccessibility of attitudeSocial context of theattitudePerceived control of thebehaviour
  • 4. +Strength of the attitude A strong attitude is an attitude that is usually thought about well-known easily accessible. personally relevant has a strong underlying emotionalcomponent. The stronger the attitude, the more likelyit is that it will be stable and consistent over time be resistant to change influence behaviour. Stronger attitudes are more likely topredict behaviour than weaker attitudes.
  • 5. +Strength of the attitude example Strength of an attitude(supporting gay marriage) willinfluence whether behaviourmatches that attitude(protesting, voting, signingpetitions etc) This is much more likely tooccur if attitude has occurredas a result of direct ratherthan indirect experience (ifthe person themselves are orhave close friends who aregay)
  • 6. +Accessibility of the attitude An accessible attitude is a strong attitude that easily comes to mind it has been thought about is well known has been stored in memory ready for use. American social psychologist Elliot Aronson has proposed that attitudesand behaviour are more likely to be consistent when the attitude isaccessible to the person who holds the attitude.
  • 7. +Accessibility of the attitudeexample
  • 8. +Social context of the attitude Social context refers to the specific situation or social context the person finds themselves in in some cases, the situation may dominate, or ‘overpower’, the affective andcognitive components of an attitude someone holds. American social psychologists Martin Fishbein and Icek Ajzen (1975)have proposed that whether an attitude leads to actual behaviour maybe dependent on the social context or specific situation in which aperson finds themselves.
  • 9. +Social context of the attitudeexample
  • 10. +Perceived control over the behaviour Perceived control is the belief an individual has that theyare free to perform or not performbehaviour linked to an attitude a belief that they can actuallyperform that behaviour (Ajzen &Fishbein, 2002). Attitudes and behaviour are alsomore likely to match when peopleperceive that they have controlover the behaviour that may betriggered by their attitude.