Difference Between Attitude And Attitudes

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Register to read the introduction… Davidson & Jaccard’s (1979) study of women’s use of birth control within next two years
– Used general (e.g. ‘How do you feel about birth control?’) and specific (e.g. ‘How do you feel about using birth control pills during the next two years?’) attitude measures – the more specific the measure, the better the prediction of behaviour

– attitudes poor predictors of behaviour!

• Krauss (1995) attitudes do predict behaviour:
– when level of correspondence between attitude measure and behaviour is high – when attitudes placed in broader context

• Poor correspondence in LaPiere’s study
– Asked about Asians in general, not a welldressed and attractive Chinese couple accompanied by an American professor!

Attitudes, Behaviour & Context
• Attitudes better predictor of behaviour when not seen as only determinant of behaviour • Ajzen & Fishbein (1977):
– Attitudes (How I feel about ‘x’) – Subjective norms (What my friends feel about ‘x’) – Perceived behavioural control (Can I behave the way I would like towards ‘x’) All predict intention to behave in a certain way which then predicts behaviour

Ajzen & Fishbein (1977)
Theory of reasoned action / planned behaviour
Attitude Norm Perceived behavioural
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A tight social framework in which people expect others in groups of which they are a part to look after them and protect them

The extent to which there is little differentiation between roles for men and women



Hofstede’s Framework (cont’d)
Uncertainty Avoidance
The extent to which a society feels threatened by uncertain and ambiguous situations and tries to avoid them
•High Uncertainty Avoidance: Society does not like ambiguous situations and tries to avoid them. •Low Uncertainty Avoidance: Society does not mind ambiguous situations and embraces them.

Hofstede’s Framework (cont’d)
Long-term Orientation
A national culture attribute that emphasizes the future, thrift, and persistence vs. Short-term Orientation
A national culture attribute that emphasizes the present and the here and now


Achieving Person-Job Fit
Personality-Job Fit Theory (Holland)
Identifies six personality types and proposes that the fit between personality type and occupational environment determines satisfaction and

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