COMMUNICATION RESEARCH AND THE ATTITUDE-VERBAL REPORT-OVERT BEHAVIOR RELATIONSHIP: A CRITIQUE AND THEORETIC REFORMULATION1

Although communication theory provides a significant rationale for the relationship of messages to both attitudes and behaviors, relatively few researchers have examined systematically the effects of communication on attitude statements and related behaviors. Those studies which have assessed communication effects on both classes of behavior have yielded conflicting findings concerning verbal report-overt behavior correspondence, as well as the role of communication and mediating variables in underlying attitude-verbal report-overt act relationships. It is argued that inconclusive results have been the product of: (1) inadequate theoretical formulation of the relationship of attitudes to behaviors, and of communication to both attitudes and behaviors; (2) inadequate conceptual and operational definitions of these and other relevant variables; (3) inadequate control of factors influencing the relationships. Theoretical reformulations are suggested in each of these areas, hypotheses are offered concerning conditions for verbal report-overt behavior compliance correspondence, and a path analytic model is proposed for empirical test.