What are the main concepts of the behavioral approach?

What are the main concepts of the behavioral approach?

What are the main concepts of the behavioral approach? The central principle of the current research is that present theories of the function of knowledge in attitude-behavior consistency are not complete. This is because other psychological methods, which were not known earlier in the literature, also play an important role in the effect of knowledge on attitude-behavior reliability. Particularly, it is suggested that when considering the role of knowledge, it is important to form an idea that attitude-behavior consistency is an assumption process.  One long-recognized but underappreciated discovery is that even when an individual has a highly sensitive attitude that is made active during behavior, the attitude may not necessarily transform into behavior. It is also important for an individual to recognize that attitude is a significant guide to behavior in this context (Kusluvan, 2003). Consequently, when faced with a behavior connected to an attitude object, it is necessary for individuals to think about how instructive their attitudes are to the particular behavior in question.

Even though there are numerous ways in which attitude and behavior consistency can be measured, the most recognized method is to study a relationship or regression factors between attitude scores evaluation of behavior. When the connection is established to be higher, it will imply an elevated level of attitude-behavior consistency. Regulators of attitude and behavior consistency are then studied by investigating the degree to which the correlation or regression coefficient amount is not similar across levels of the suggested moderator. When faced with a behavioral choice, individuals sometimes engage in presumption processes concerning how enlightening their attitudes are for the behavior in this context. Properties of attitude-relevant knowledge control the above presumption process. This assumption was supported based on the idea that attitudes had a stronger effect on behavioral objectives when information essential to attitudes was considered to be of high-behavioral significance. Experiments carried out by both Miller and Tesser indicated that individuals may perceive their attitudes as improper when measured against cognition.

What are the principles of behaviorism?

What are the main concepts of the behavioral approach?

However, current experiments suggest that when there are similarities between the emotional and cognitive nature of attitude and behavior, individuals tend to believe that their perspective is uninformative to behavior. This implies that it may also be essential for the mindset and behavior to be similar in certain aspects of effect and cognition concerning mindset and behavior, not at the general level. Other experiments carried out indicate that there is a likelihood of knowledge-behavior corresponding effects to take place under intentional and unintentional conditions. Under situations of reduced thought, individuals used their universal attitudes regardless of whether the perspectives offered improper guidance based on behavioral tasks. Conversely, individuals did not depend on their universal attitudes under high thoughts. This implies that several individuals positively respond to the suitability of their mindsets as guides to behavior when in low deliberation.

Previous studies indicated that attitude is considered inappropriate since it is not consistent with the measurement of knowledge most appropriate to the objective of the decision.  In other cases, an attitude is dependable with its precise measurement of learning. Still, it is considered improper since the knowledge measurements have very little significance to the objective of the behavior. This implies that individuals tend to be entirely dependent on applying their attitudes in high-deliberation situations. Conversely, in low-deliberation cases, individuals are not sensitive to the identification of the mood in this context.


Principles of behaviorism learning theory

What are the main concepts of the behavioral approach? According to Smith and Swinyard, customers’ behavior is determined by their attitudes based on the traditional attitude theory (2010). For instance, they always want to purchase the goods and services they like most. Nevertheless, increasing evidence shows that attitudes cannot be effectively used to predict the apparent behavior of an individual. The integrated model is effective since it can distinguish behaviors based on commitment. Behaviors with a lot of loyalty are those with substantial economic, collective, or mental costs. According to this perception, customers tend to make committed choices without powerfully held favorable attitudes. Moreover, customers’ perspectives are considered more intense or assertively held for goods on trial than those advertised.

This implies that attitude and behavior consistency is higher for those goods and services on trial than those goods which are being advertised. Attitude-behavior thickness can also be measured by comparing behavioral assurance with attitude strength. Lower-order attitudinal power implies that the customers can either take part in the trial purchase or not; hence it is more likely that attitude-behavior consistency will be moderate or low. Unlike consumers with positive attitudes, customers with negative attitudes tend to spend less money purchasing products without value. This implies that the attitude-behavior consistency is high. Moderate levels of attitude-behavior consistency are expected to continue regardless of the increase or decrease in the cost and commitment to customer behavior.

Hernandez, Rubio, Revuelta, and Santacreu state that behavioral consistency is created by objective concept activation (2006). A goal and behavior combination may control the behavioral character through a process, not a presumption of accurate commitment and progress. The presence of presumption events can help regulation in cases where individuals believe their previous behavior has interfered with their progress toward regulation.  Several studies have constantly indicated that people’s behaviors are approximately similar to their behavioral intentions. They have also noted that people’s behavioral intentions are identical to their attitudes and social beliefs. For instance, people who visit gyms are always tempted to use steroids to improve their appearances. Conversely, an individual with a strong attitude, motivation, and social beliefs on steroids would refrain from taking the drugs. This is because that was their behavioral intention.












Ajzen, I. (2007). Attitudes, Personality, and Behavior. Maidenhead: McGraw-Hill International (UK) Ltd.

Hernandez, J., Rubio, V., Revuelta, J & Santacreu, J. (2006). A procedure for estimating intrasubject subject behavior consistency. Retrieved from

Kusluvan, S. (2003). Managing employee attitudes and behaviors in the tourism and hospitality industry. Hauppauge, New York: Nova Science Publishers.

Laran, J & Janiszewski, C. (2008). Behavioral consistency and inconsistency in the resolution of goal conflict. Retrieved from

Smith, R & Swinyard, W. (2010). Attitude-behavior consistency: The impact of product trial versus advertising. Retrieved from

Weiner, I. B., Millon, T., & Lerner, M. J. (2003). Handbook of psychology: Volume 5. New York: Wiley.

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