Attitude-Behaviour Relationship

The Attitude-Behaviour Relationship

We tend to assume that what a person believes and feels will directly show up in what they do. If someone has a positive attitude towards exercise, we expect them to work out regularly. If someone holds a negative attitude towards a particular social group, we expect them to avoid or discriminate against that group. This assumption — that behaviour follows logically from attitudes — seems natural, but psychology shows it is not always true.

An individual’s attitudes may not always be exhibited through behaviour. In fact, one’s actual behaviour can be contrary to one’s stated attitude towards a topic. The relationship between attitude and behaviour is far more complex than a simple one-to-one link.

When Attitudes Do Predict Behaviour

Psychologists have identified specific conditions under which attitudes and behaviour are likely to be consistent. Behaviour will match attitude when:

• The attitude is strong and occupies a central place in the attitude system. A weak or peripheral attitude is easily overridden by other factors, but a strong, deeply held attitude tends to guide action.
• The person is aware of her/his attitude. If you have not reflected on what you believe, you may act without consulting your attitude at all. Self-awareness of the attitude makes it available to guide behaviour.
• There is very little or no external pressure to behave in a particular way. For example, when there is no group pressure to follow a particular norm, a person is free to act on their own attitude. External pressure — such as social expectations, rewards, or punishments — can force behaviour that contradicts private belief.
• The person’s behaviour is not being watched or evaluated by others. When people know they are being observed, they may modify their behaviour to appear socially desirable, masking their true attitude.
• The person thinks the behaviour would have a positive consequence, and therefore intends to engage in that behaviour. If a person believes that acting on their attitude will lead to a favourable outcome, they are more likely to follow through.

The Classic LaPiere Study

A landmark study by American social psychologist Richard LaPiere in the 1930s demonstrated the gap between attitude and behaviour dramatically. At a time when Americans were said to be prejudiced against Chinese people, LaPiere arranged for a Chinese couple to travel across the United States and stay in different hotels. The couple was refused service only once during the entire trip — meaning their actual treatment was overwhelmingly positive.

Sometime later, LaPiere sent questionnaires to the managers of the same hotels and tourist homes, asking whether they would give accommodation to Chinese guests. A very large percentage responded that they would not do so. This response showed a negative attitude towards the Chinese, which was inconsistent with the positive behaviour that had actually been shown towards the travelling Chinese couple.

When Behaviour Decides Attitude …