Rethinking social cognition in means-ends terms: A tale of two surprises

The resurgence of motivation science in recent decades ushers in a new functionalism whereby behavior, cognition and emotion are viewed as means to specific goals. Two classic social psychological issues are analyzed from the means-ends perspective: (1) humans’ alleged need (or drive) for cognitive consistency, and (2) the notion that attitudes drive behavior. A careful conceptual analysis yields, contrary to received views, that cognitive consistency, rather than constituting a general need or goal, represents instead a means of knowledge validation. Consequently, the degree to which inconsistency is experienced as aversive depends on the desirability of the knowledge that is being invalidated. Furthermore, the notion that attitudes directly drive behavior is contested on the grounds that attitudes (i.e., liking) must transmute into wanting and wanting must transmute into a (dominant) goal for behavior to be initiated. Major theories of attitude-behavior relations are discussed from this perspective and their supportive evidence is reinterpreted in the present means-ends terms.