Attitude & Behaviour
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Attitude & Behaviour

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Attitude & Behaviour Attitude & Behaviour Presentation Transcript

  • Theory of Reasoned ActionAjzen & Fishbein (1980)
    Attitude comes first
    Person's intention is the main predictor and influencer of attitude.
  • INFLUENCERS
    attitude towards the action
    INTENTION
    subjective norms
  • Attitude towards the action----
    What the person’s previous attitude towards that behavior is?
    Subjective norms----
    Person’s Belief
    His motivation to comply
  • Theory of Planned BehaviorAjzen(1991)
    Updated version of “theory of reasoned action”
    Added feature – perceived behavioural control
  • Attitude-Behavior Process ModelFazio & Powell (1989)
    "attitudes can guide a person's behavior even when the person does not actively reflect and deliberate about the attitude “
  • ATTITUDE TO BEHAVIOR PROCESS MODEL
    PERCEPTION OF EVENT
    BEHAVIOUR
    ATTITUDE
    EVENT
    SOCIAL NORMS
  • The stronger the relationship between memory and perception of the object ,the stronger the attitude will be towards the resulting decision.
  • Theory of `reasoned action
    Attitude is the main predictor of behaviour
    A-B process model
  • Debate never ends…….
  • BEHAVIOUR
    Its characteristics ----
    Enduring
    Habitual
    Constant or unchanging over a long period of time.
  • Classical Conditioning - Pavlov
    A type of associative learning
    No contingency between response and reinforce.
    Response is associated to a certain stimuli(cue)
    Cue influence the behaviour
  • Cognitive Dissonance - Festinger (1957)
    An uncomfortable feeling caused by holding two contradictory ideas simultaneously.
    People have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors, or by justifying or rationalizing their attitudes, beliefs, and behaviors.
  • Habitual smoker
    Smoking reduces tension…
    if smoking does not kill them, something else will…….
  • It is often easier to make excuses than it is to change behavior.
    Dissonance theory leads to the conclusion that humans are rationalizing and not always rational beings.