Attitudes and behavior
Do attitudes predict behavior?
• Lapierre (1934) example
o Took Chinese couple to restaurants and only one place denied service, called
ahead to make reservations and stated he was with a Chinese couple and 92%
What increases influence of attitudes on behavior
1. Specificity of attitudes to behavior
a. “What is your attitude toward birth control?”
i. Correlation is .08
b. “What is your attitude toward the birth control pill?
i. Correlation is .32
c. Found wording and specification increases correlation
2. When supported by norms & under our control – Theory of Planned Behavior (Ajzen &
3. Important, salient/accessible – self-awareness theory (Duval & Wicklund, 1972)
• Self-awareness can have a “civilizing” kind of influence
o Correlation between self