Attitudinal variables as estimates of behavior: A theoretical examination of the attitude-action controversy

Discusses the current status of the controversy about the relationship between individual's attitudes and subsequent behavior. It is suggested that one step toward the resolution of the existing controversy is the construction of a formal theory, specifying and integrating variables other than attitude into the framework. To this end, a model (in propositional form) is advanced focusing on attitude, centrality and salience as determinants of action. The model was partially tested through reanalysis of survey data dealing with attitudes and behaviors of 221 individuals with regard to halting air pollution. The data confirmed that subjects for whom the attitude object was central exhibited a higher level of attitude-behavior consistency than subjects for whom the attitude object was of low centrality. It is argued that the use of the proposed model clarifies relationships which otherwise might incorrectly be interpreted and provides a practical logic for determining when a comparison may be reliable and when one should beware of probable measurement difficulties.