Psychology of Marketing & Advertising (Subject) / Block 8 (Lesson)

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• Assumtions so far were 1. Attidudes predit behavious ⇓ Influence of social norms or control over behavior 2. Decision making is conscious ⇓  Automatic and unconscious processes 
• Early social psychologists assumed that human behavior is guided by attitudes Ja
• In earlier days, some even defined social psychology as “the scientific study of attitudes” Ja
• In 1930-1933 a German couple travelled to the US (a time when there was extreme prejudice against Chinese). They went to 66 hotels and camping places, eaten in 184 restaurants, but only 1 refused service. Lapiere later wrote all establishments whether they accept Chinese. He received 128 replies and 92% said NO! False -> A chinese couple travveled
• The LaPiere study shows the controversy in attitudes vs. actions Ja
• Limitations of attitudes vs. actions study • Not attitudes: behavioral intentions • Same individuals who did service and who answeres E-Mails? • Chinese: accompanied by a Caucasian 
• By 1930’s there were at least 45 studies who found a relationship between attitude and behavior False -> By 1960’s there were at least 45 studies who found no relationship between attitude and behavior
• Conformity Behave in the way the attitudes are built
• in the 1960 there ware also many studies about scientific attitudes False -> in the 1960 there ware also many studies about racial attitudes
• in the 1960 they found that attitudes were unrelated or only slightly related to behaviors Ja
• Ajzen & Fishbein (1977) said that one was asking the wrong question: one would have to ask not whether attitudes are related to behavior, but when Ja
• Principle of compatibility – Attitude and behavior should be measured at the same level of generality – An action is performed to a given target, in a given context, at a given point in time 
• An action is performed to a given target, in a given context, at a given point in time Ja
• Attitudes toward a racial group only concerned with specifies target. The prejudice can be expressed in different ways Ja
• To assess attitude-behavior relationship one need Behavioral index that aggregates across representative actions, times, and contexts (sepcific). Such indices correlate highly with global attitudes.
• Attitude-behavior relationship and Principle of compatibility Same level of generality: Either both global – Global attitude towards health maintenance – Aggregation of various health protective behaviors  Or both specific – Specific attitudes towards “having regular dental check-ups” – Specific behavior (“regular dental check ups”) 
• Attitude predicts behavior when behavioral index of specific attitudes and specific behavior is high Ja
• The behavioral index consists our of entities are defined by their target, action, context, and time elements. This indix highly correlate with global attitudes Ja
• The Principle of compatibility besagt, dass Einstellung und Verhalten dann am stärksten übereinstimmen, wenn der Spezifitätsgrad beider gut übereinstimmt. Ja
• Je spezifischer eine Einstellung zu einem spezifischen Verhalten passt, desto besser sagt diese Einstellung das Verhalten voraus. Ja
• Globale Einstellungsmaße globale Verhaltensmaße besser vorhersagen, als spezifische Handlungen. Ja
• Due to the attitude-behavior-relationship it is important to have either both global (global attitude = aggregation of behavior) or both specific attitudes to measure a valid effect on behavior Ja
• Attitude-behavior correlation Meta-Analyses (pille) • .13 (low compatibility) • .54 (high compatibility) 
• Predicting specific behavior with the Theory of Reasoned Action and the Theory of Planned Behavior Attutides towards behavior =  likelihood that behavior will lead to certain outcomes x value we place on each outcome  + social norms + situational factors
• Menschen mit hohem Self-Monitoring (d. h. Menschen, die ihr Handeln stark an den antizipierten Einstellungen Anderer orientieren), neigen zu einer niedrigeren Konsistenz zwischen Einstellung und Verhalten. Ja
• Je geringer der soziale Druck auf Personen, ein bestimmtes Verhalten oder eine bestimmte Einstellung zu vertreten, desto besser stimmen Handlung und Einstellung überein. Ja
• Je mehr persönliche Erfahrung mit dem Einstellungsobjekt gemacht wurden, desto mehr stimmten Einstellung und Verhalten gegenüber diesem Objekt überein. -> Verfügbarkeitsheuristik, leichter processing (pleasant) Ja
• Je salienter eine Einstellung für ein bestimmtes Verhalten ist, d. h. je besser sie dem Bewusstsein zugängig ist, desto besser stimmen beide überein. Salienz bezieht sich dabei v. a. auf die Verfügbarkeit im Gedächtnis. Ja
• Theory of Reasoned Action Analysis Beliefs about the outcome of the behaviour If I finish the course of medication I will be healthy Evaluation of expected outcomes Being healthy is desirable Normative beliefs My family and friends think I should take my medication  Motivation to comply I want to do what they want me to do 
• Nach der Theorie ist die Intention (Verhaltensabsicht) der beste Prädiktor des Verhaltens, falls ausreichend Motivation, Zeit und geistige Kapazität (also keine Ablenkungen, Müdigkeit o.ä.) vorhanden sind. Ja
• Social norms mediate impact of attitudes on behavior False -> Intentions mediate impact of attitudes on behavior
• There of Reasoned Action Calculations Beliefs + Evaluation = Attitude Normative beliefs + motivation to comply = subjective norm  attitude + subjective norm = intention = behavior
• Theory of Planned Behavior Gleichung Behavioral beliefs + Evaluation of behavioral beliefs = Attitude toward behavior Normative beliefs + Motivation to comply = Subjective Norm Control beliefs + Perceived power = Pereived behavioral control ⇒ Behavioral Intention ⇒ Behavior
• Meta-analyses support the basic assumption of the theory of Planned behavior Ja
• The Perceived behavioral control is the extent to which we see performing a behavior as under our control Ja
• The Attitude control was added because sometimes people lack ability, resources, or willpower False -> The perceved behavioral control was added because sometimes people lack ability, resources, or willpower 
• Components of the Theory of Planned Behavior declare 20% of variance of behavioral intention False -> Components of the Theory of Planned Behavior declare 40% of variance of behavioral intention
• The Intention of Behavior in the Theory of Planned Behavior declares 20%-28% of variance of Behavior Ja
• intentions moderate impact of attitudes on behavior False -> They mediate 

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