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Question
Quite often we see people getting themselves photographed while helping others or even when they are offering donations to the needy. Can we identify the attitudes of these people through their behaviour? When would there be consistency between attitude and behaviour? Explain.
Solution
We usually expect behaviour to follow logically from attitudes. However, an individual's attitudes may not always be exhibited through behaviour. Likewise, one's actual behaviour may be contrary to one's attitude towards a particular topic. To identify these people's attitudes, we must first understand social-cognitive processes and social behaviour. It is possible to establish logical cause-and-effect relationships that explain social behaviour through systematic and objective observations and the use of scientific methods. People, often in need of social recognition, take photos while assisting others.
Psychologists have found that there would be consistency between attitudes and behaviour when:
- The attitude is strong and occupies a central place in the attitude system.
- The person is aware of her/his attitude.
- There is very little or no external pressure for the person to behave in a particular way. For example, when there is no group pressure to follow a particular norm.
- The person's behaviour is not being watched or evaluated by others.
- The person thinks that the behaviour would have a positive consequence, and therefore, intends to engage in that behaviour.
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