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7.4.1 How do attitudes guide behaviour : 
 
In late 1960s, social psychology was experiencing serious 
crisis. Many studies concluded the fact that the link between 
attitudes and behaviour is actually quite weak. This means knowing 
someones attitude was not very useful in predicting their overt 
behaviour. Later studies support the fact that our attitudes often do 
exert important effects on our behaviour Research findings in this 
respect supported the possibility, of predicting people’s behaviour 
from their attitudes. 
The attitude behaviour link : Study was conducted by Lapiere 
(1934). His study results indicated that there is a sizable gap 
between attitudes and behaviour. That is between what people say 
and what they actually do. Later studies indicated that attitudes do 
indeed influence behaviour. It is the type of attitude that matters in 
behaviour. Ambivalent attitudes are weaker predictors of behaviour. 
Recent research in this area, concluded that when attitudes are not 
ambivalent, that is, when attitudes have no positive and negative 
feelings–attitudes do indeed predict behaviour. Situational 
constraints moderate relationship between attitudes and behaviour. 
There are several aspects of attitudes that guide behaviour : 
(1) Attitude origin – Evidence indicates that attitudes on basis of 
direct experience have stronger effects on behaviour. 
(2) Attitude strength. The stronger the attitudes are, the greater 
their impact on behaviour. 
(3) Attitude specificity. This is the extent to which attitudes are 
focused on specific objects. Attitude behaviour link is stronger 
when attitudes and behaviours are measured at same level of 
specificity. 
Beliefs of Object 
Attitude
Behaviour 

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Attitudes seem to influence behaviour through two different 
mechanisms. When we can give careful thought to our 
attitudes, intentions derived from our attitudes strongly predict 
behaviour. In situations, where we cannot engage in 
deliberate thought, attitudes influence behaviour.