In the late 1960s, the assumed relationship between
attitudes and behavior was challenged by a review of the research. Research has generally concluded that people do seek consistency among their attitudes and between their attitudes and their behavior. The most powerful moderator of the attitudes, behavior relationships have been found to be importance of the attitude, its specificity, its accessibility, whether there exist social pressure, and whether a person has direct experience with the attitude. Generally speaking, behavior follows attitude. We tend to behave the way we feel, think and belief. Attitudes that individuals consider important tend to show a strong relationship to behavior. The more specific the behavior, the stronger is the link between the two. Does Attitude Always Follow from Behavior?
Discrepancies between attitudes and behavior tend to
occur when social pressures to behave in certain ways hold exceptional power, as in most organizations. Attitude have three main components: cognitive(which is about our beliefs), affective(which is about our feelings) and behavioral (how we act towards the attitude object).Getting attitude to change behavior is really difficult because we intellectualize, post- rationalize, make excuses anything rather than accepting the logic. However, by effecting changes in behavior we often find that attitude follows suit. Finally, the attitude-behavior relationship is likely to be much stronger if an attitude refers to something with which we have personal experience.