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