PSY 2510 Social Psychology: The Link Between Attitudes and Behavior

Summary

This video discusses the link between people's expressed attitudes and their behaviors, highlighting that the connection is often weaker than expected. It explores the theory of planned behavior, emphasizing the role of strong, specific attitudes, social norms, and perceived control over behaviors. The video also considers the factors that strengthen the relationship, such as direct experience, attitude defense, and attitude accessibility. Using examples like charity donations, it illustrates how general attitudes don’t always predict specific actions, and how social pressures and personal control can influence behavior.

Takeaways

• 😀 The correlation between expressed attitudes and subsequent behaviors is weaker than expected, contrary to initial assumptions that attitudes always predict behavior.
• 😀 General attitudes (e.g., being pro-environment) do not predict specific behaviors (e.g., participating in recycling programs) as effectively as specific attitudes (e.g., recycling at home).
• 😀 The LaPierre study in the 1930s highlighted the discrepancy between people's expressed attitudes (against serving Asian customers) and actual behaviors (only one refusal during a trip).
• 😀 The Theory of Planned Behavior explains that attitudes, subjective norms, and perceived control are key factors that shape our behavior.
• 😀 Strong, specific attitudes are more likely to predict behavior than general attitudes, which often fail to match specific actions.
• 😀 Social pressure and subjective norms (how we believe others expect us to act) significantly influence our behaviors, often leading us to act in socially desirable ways.
• 😀 Perceived control over a behavior also impacts whether a person will follow through with an intended action (e.g., a donation to charity).
• 😀 Attitudes formed through direct experience tend to have a stronger link to behaviors than attitudes formed through indirect means, such as reading or media exposure.
• 😀 People are more likely to act on attitudes that are highly accessible or top of mind, meaning that frequently thought-about attitudes are more likely to translate into behavior.
• 😀 Defending one's attitudes against attacks strengthens those attitudes, leading to a stronger link between the expressed attitude and subsequent behavior.
• 😀 Several factors influence behavior beyond just attitudes, including situational factors like time constraints or personal circumstances (e.g., not having money to donate).

Q & A

What does the link between expressed attitudes and behavior mean in the context of the video?

The link refers to the connection between a person's stated beliefs or attitudes and their actual actions or behaviors. The video explores whether people’s attitudes predict their behaviors effectively.

What was the key finding of Richard LaPierre’s 1930s study on attitudes and behaviors?

LaPierre's study found that despite widespread anti-Asian sentiment in the U.S., a couple of Asian descent was mostly served at hotels, restaurants, and other businesses. However, when businesses were surveyed afterward, 90% stated they would not serve Asian customers, highlighting the weak correlation between stated attitudes and actual behavior.

Why is LaPierre's study considered flawed in the context of attitudes and behaviors?

The study is flawed because it’s unclear whether the businesses that responded to the survey were the same ones that served the couple. Additionally, LaPierre’s presence during the couple's visits could have influenced the businesses' behavior, which introduces bias.

What is the Theory of Planned Behavior, and how does it explain the link between attitudes and behavior?

The Theory of Planned Behavior suggests that behavior is influenced by three factors: a person's specific attitudes toward the behavior, subjective norms (how others expect them to behave), and perceived control over their behavior. This theory helps explain why attitudes do not always predict behavior, especially when these other factors are at play.

How do specific attitudes compare to general attitudes in predicting behavior?

Specific attitudes are much stronger predictors of behavior than general attitudes. For instance, a person’s specific attitude toward participating in a recycling program is a better predictor of whether they will engage in that behavior than a general attitude of being environmentally conscious.

What role do subjective norms play in influencing behavior?

Subjective norms refer to how much influence others have on a person’s behavior. People are often motivated by social expectations and want to behave in ways that align with what is considered acceptable or desirable by their social groups.

What does perceived control mean in the Theory of Planned Behavior, and how does it affect behavior?

Perceived control refers to an individual’s belief in their ability to perform a behavior. If a person feels they have control over a situation, they are more likely to engage in the behavior, whereas a lack of perceived control can prevent them from acting on their attitudes.

How do strong, specific attitudes affect a person’s behavior compared to weaker attitudes?

Strong, specific attitudes are more closely aligned with actual behaviors because they are more clearly defined and directly tied to particular actions, whereas weaker or general attitudes may not translate into specific behaviors.

How does direct experience influence the relationship between attitudes and behavior?

Attitudes developed through direct experience tend to be more firmly held and closely tied to behavior. For example, someone who has actively participated in charitable work is more likely to donate to charity than someone who has only read about it.

What are some factors that can strengthen the link between a person’s attitude and behavior?

Factors include having a strong attitude, direct experience, a high level of information about the subject, defending the attitude when challenged, and having easy access to the attitude (i.e., it is top of mind). These elements make it more likely for the attitude to be reflected in behavior.