Attitude - Behavior Relationship - 1

In the last blog, we looked at the way an attitude gets formed. In today's blog we look at the possibility of understanding if we can have a relation between the attitude we carry and the behavior show.

It is extremely difficult to predict by knowing one's attitude what that person's behavior would be, given this, a lot of the research has been focused on understanding when attitude could predict a behavior and when it wouldn’t. To get a strong grasp of this, we could look at 5 components

1. Attitude Specificity
2. Attitude Relevance
3. Timing of Measurement
4. Personality Factors
5. Social Constraints

As individuals, we have both specific and general attitudes. For example if I am against "black money laundering" (this is a general attitude) and I support Baba Ramdev in his agitation (a specific attitude) but I don’t attend the rallies etc. Since I do not join the rallies, my attitude could be seen as having little relation with my behavior. However, if I were to choose between a contestant who promises to get back the "black money" and one who doesn’t, it would be easier to predict that I would definitely vote for the first candidate and not the second. Thus, we can conclude - greater the attitude specificity, the stronger its link to behavior.

Let’s consider another situation - Temporarily assume we are undergraduate students, the finance minister decided to reduce the tax slabs of the first 2 lakhs from being tax free to 1.5 lakh only to be tax free. We invariably would just not give this issue a lot of importance. However if we were in the working class, this decision of the government would immediately catch our attention and would become an item of discussion! Thus, we can conclude that the relevance of the subject is another important factor that could help us define a relation between attitude and behavior.

We shall discuss the other components in the next blog.