Chapter 10: Putting it all together: Multiple guides for behavior (pp. 384–389)
Ask Yourself?
- How can norms and attitudes influence behavior?
- What does the theory of planned behavior mean?
- When do attitudes have more influence on behavior than norms?
In this topic
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Both Attitudes and Norms Influence Behavior (pp. 385–387)
- The direct route
- The indirect route
- When Attitudes and Norms Conflict: Accessibility Determines Influence (pp. 387–389)
Both Attitudes and Norms Influence Behavior
The direct route
Attitudes and norms can color our perceptions and influence our behavior in an immediate and automatic way.
The indirect route
The central idea of the theory of reasoned action is that attitudes and social norms are carefully considered and combined to form intentions to act in a particular way.
According to the theory of planned behavior (Ajzen & Fishbein, 1977, 1980) intentions are a function of three factors: attitudes about the behavior, social norms relevant to the behavior, and perceptions of control over the behavior.
Related website: More information about the theory of planned behavior
When Attitudes and Norms Conflict: Accessibility Determines Influence
Whether attitudes or norms have more influence on behavior depends on their relative accessibility for a particular behavior, in a particular situation, and for a particular person.
Related website: More information about accessibility of norms
So what does this mean?
Both attitudes and norms influence behavior, but only when they are accessible. Attitudes and norms can trigger behavior directly or indirectly. According to the theory of planned behavior, intentions are a function of three factors: attitudes about the behavior, social norms relevant to the behavior, and perceptions of control over the behavior.
When attitudes and norms disagree, their impact on behavior, whether direct or indirect, depends on their relative accessibility. Individuals can differ in the extent to which they are responsive to social norms versus private attitudes.