Microsoft Word Chapter 1 done doc

Attitude – Behaviour Link : 
Lapiere (1934) conducted a study to understand the attitude 
behaviour link. During those days, social psychologists generally 
defined attitudes in terms of behaviour. Allport (1924) defined 
attitude as tendencies to behave in certain ways in social situations. 
Lapiere studied the relation of attitude and behaviour by 
travelling with a young Chinese couple. His results indicated a 
sizable gap between attitudes and behaviour between what people 
say and what they actually do. Attitude do not strongly influence 
overt behaviour. Accordingly to some social psychologists 
researches shows that under certain conditions, attitudes do indeed 
influence behaviour. 
There are several factors that affect the strength of the 
relationship between attitude and behaviour. These factors 
determine the extent to which attitudes influence overt behaviour. 
Attitudes influence behaviour (1) When situational constraints 
moderate the relationship between attitudes and behaviour (2) 
when situational pressure shape the extent to which attitudes can 
be expressed. (3) when attitudes are powerful and strong.

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The term attitude is used in describing people, and in 
explaining their behaviour. eg: “He has a poor attitude”, “I Like her 
attitude”, etc. Attitudes are complex cognitive process, that 
influence life. Attitude and behaviour has a relationship. In gaining a 
clear understanding of the relationship between attitude and 
behaviour both the causes and effects of attitude need to be 
examined. Fishbein and Ajzen, have done a study in this respect. 
Accordingly, the beliefs about the object provides the attitude. The 
behavioral intentions describes what the person is inclined to do. 
The actual behaviour is a function of attitudes and other many 
factors.