Attitude & Behaviour

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Attitude & Behaviour

  1. 1. Theory of Reasoned ActionAjzen & Fishbein (1980)<br />Attitude comes first<br />Person's intention is the main predictor and influencer of attitude. <br />
  2. 2. INFLUENCERS<br />attitude towards the action<br />INTENTION<br />subjective norms <br />
  3. 3. Attitude towards the action----<br /> What the person’s previous attitude towards that behavior is?<br />Subjective norms----<br />Person’s Belief <br />His motivation to comply<br />
  4. 4. Theory of Planned BehaviorAjzen(1991)<br />Updated version of “theory of reasoned action”<br />Added feature – perceived behavioural control<br />
  5. 5. Attitude-Behavior Process ModelFazio & Powell (1989)<br />"attitudes can guide a person's behavior even when the person does not actively reflect and deliberate about the attitude “<br />
  6. 6. ATTITUDE TO BEHAVIOR PROCESS MODEL<br />PERCEPTION OF EVENT<br />BEHAVIOUR<br />ATTITUDE<br />EVENT<br />SOCIAL NORMS<br />
  7. 7. The stronger the relationship between memory and perception of the object ,the stronger the attitude will be towards the resulting decision.<br />
  8. 8. Theory of `reasoned action<br />Attitude is the main predictor of behaviour<br />A-B process model<br />
  9. 9. Debate never ends…….<br />
  10. 10. BEHAVIOUR<br />Its characteristics ----<br />Enduring<br />Habitual<br />Constant or unchanging over a long period of time.<br />
  11. 11.
  12. 12. Classical Conditioning - Pavlov<br /> A type of associative learning <br />No contingency between response and reinforce.<br />Response is associated to a certain stimuli(cue)<br />Cue influence the behaviour<br />
  13. 13. Cognitive Dissonance - Festinger (1957)<br />An uncomfortable feeling caused by holding two contradictory ideas simultaneously.<br />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.<br />
  14. 14. Habitual smoker<br />Smoking reduces tension…<br />if smoking does not kill them, something else will…….<br />
  15. 15. It is often easier to make excuses than it is to change behavior.<br /> Dissonance theory leads to the conclusion that humans are rationalizing and not always rational beings.<br />

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