Attitude - Behaviour Relationship . Attitude does not directly predict behaviours.
There has been lots of debate on the link between attitude and behaviour in in arena of consumer behaviour.
With the purpose of solving problems it is frequently needed to forecast or predict people's behaviours. In 1862, psychologists introduced the theories that showed the relationship between attitudes and behaviours and these theories have been developed by a number of social psychologists through out the 19th century. One of theories suggest that “attitude could explain human actions” (Ajzen and Fishbein,1980,p. 13). This is the beginning point which made the social psychologists see attitudes as predictors of behaviours. Those ideas have been studied and ran on strong until the early 1960s (Kelli Mc Cormark Brow,1999,p.1)
In 1969, Wicker has done the survey and literature review and he argues that attitudes are more likely to be unrelated or only slightly related to behaviours because the early theories present the relationship between attitudes and behaviours as a one-way association. But if attitudes themselves were affected or influenced by past behaviours, the connection must be more intricate. That mean even if we know attitudes, we still can just predict behaviour very weakly. So as a result of Wicker’s argument there are others factors that have to be considered to predict behaviours more accurately. (Kelli Mc Cormark Brow,1999,p.1),
As a result of Wicker’s argument Ajzen and Fishbein studied deeper the way how attitudes could affect behaviours. After analysis if all the papers involved with the subject, they introduced a framework which...