Mervielde, Ivan
September 1977
Quality & Quantity;Sep77, Vol. 11 Issue 3, p259
Academic Journal
The article focuses on methodological problems of research about attitude-behaviour consistency. Research about the consistency between attitudes and attitude-related behavior has a long history, perhaps starting with the classic study by researcher R.T. Lapiere, which showed that there was no relation between attitudes toward Chinese and the behavior of restaurant managers toward a Chinese couple. More recent research has emphasized a series of methodological problems, which might explain why the controversy is still very much alive after more than forty years of research and debate. In the paper, researchers will attempt to organize the various conceptual and methodological problems into a coherent framework. The framework will, allow to generate some interesting new perspectives for analyzing sources of attitude-behavior inconsistency. The study of attitude-behavior consistency is basically the study of the relationship between two variables. Low correlation between the two variables can sometimes be attributed to choices one has to make in deciding how to measure or conceptualize each variable.


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