Two Models for Conceptualizing the Attitude-Behavior Relationship

Two models were outlined for conceptualizing the relationship between attitudes and behaviors. Model I describes the process of influencing attitudes and predicting behaviors. Model II describes the process of influencing behaviors and predicting attitudes. Conclusions from research on the enhancement of the attitude-behavior relationship were integrated into the frameworks of the two models. Researchers interested in influencing attitudes were challenged to complete the link between attitude change -attitude measure - behavior. Researchers interested in influencing behaviors were challenged to complete the link between behavior change -attitude measure - future behavior. A paradigm shift was noted from attribution theories to the use of causal models for elucidating the attitude-behavior relationship.

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