II. Do Attitude Always Guide Action?

  1. A Famous Failure, LaPiere, 1934
    1. Caucasian male and Chinese couple traveling
    2. Refused service only once in dozens of settings
    3. Researcher later surveyed all locations
    4. 92% reported they would not serve

  2. Wicker's Wicked Review (1969)
    1. Selected review of A-B literature
    2. Found "small" correlation (+0.30)

  3. Attitude-Behavior INconsistency
    1. Situation swamps attitude (public conformity > private acceptance)
    2. Bad research (poor measure, different people, etc.)

  4. Attitudes guide action, sometimes


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Updated March 21, 1996; Copyright © SBB, 1996