How Do Attitudes Guide Behavior?

In 1980, Ajzen and Fishbein formulated the theory of reasoned action. This came about after trying to estimate the discrepancy between attitude and behavior and it was a result of attitude research from the Expectancy Value Models (Ajzen, 2005). In essence, the theory of reasoned action was related to voluntary action, but behavior appeared to be 100% voluntary and under control. This led to the addition of perceived behavioral control, which in turn the theory became the theory of planned behavior (“Theory of Planned Behavior/ Reasoned Action,” n.d.). Under the theory of planned behavior, behavioral achievement depends on motivation and ability.

In the attitude-to-behavior process model, Fazio and colleagues suggest that there is a relationship between a person’s attitude and behavior and that even when a person does not actively reflect about the attitude (Brock & Green, 2005). I believe that perceived behavior control should be an added variable within Fazio’s model. If a person feels that they are able to enact a behavior, their attitude will reflect it (Brock & Green, 2005).

Direct behavioral experience has been found to have a more consistent moderating effect on the attitude-behavior relation (Ajzen & Fishbein, 2005). They’re also more predictive on subsequent behavior. I feel that if someone is able to measure the behavior or direct behavioral experience, they may have an idea of predicting future behavior. A person who has completed a puzzle before has prior experience and more knowledge than a person who has not or have only heard about the puzzle. This is an example of the one of the studies that Regan and Fazio did (Ajzen & Fishbein, 2005). Although I do not believe measuring to be full proof and 100%, it will give us a good idea on the likelihood of behavior.

If I were creating an intention measure to explore a cave, I would start with specifying the research population. This comes after behavior has been defined. In this case, the behavior is “spelunking”. My research population would be those people who are interested in partaking in cave exploration or maybe those who are interested in outdoor activities. Next, I would formulate items for direct measures by creating five to six items to assess each of the theory’s constructs. I would use a seven-point bipolar adjective scale to better gauge the attitude of the person being surveyed starting with attitude, perceived norm, perceived behavioral control, and then intention (Ajzen, 2011). This would cover everything from whether they have participated in cave exploration before to how strong their intention is in partaking in it.

References

• Ajzen, I. (2005). Attitudes, Personality, and Behavior. McGraw-Hill International. ↩
• Ajzen, I. (2011). Constructing a theory of planned behavior questionnaire. Retrieved June 16, 2014, from http://people.umass.edu/aizen/pdf/tpb.measurement.pdf ↩
• Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. The Handbook of Attitudes, 173–221. ↩1 ↩2
• Brock, T. C., & Green, M. C. (Eds.). (2005). Persuasion: Psychological Insights and Perspectives (2nd ed.). Sage Publications. ↩1 ↩2
• Theory of Planned Behavior/ Reasoned Action. (n.d.). Theory of Planned Behavior/ Reasoned Action. University of Twente. Retrieved June 16, 2014, from http://www.utwente.nl/cw/theorieenoverzicht/theory%20clusters/health%20communication/theory_planned_behavior/