Cognitive vs. Self-Perception: Comparison of Attitude Theories

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Cognitive vs. Self-Perception: Comparison of Attitude Theories Planned Behavior vs. Self-Perception: Comparison of Attitude Theories Franzoi defines attitude as “a positive or negative evaluation of an object” (2010). A very simple definition for a very complex thought process. There are many theories that attempt to explain how we develop an attitude about a person, place, job, or anything else. Two of those theories are the self-perception theory and the theory of planned behavior. The self-perception theory asserts that our own behavior determines our attitude towards an object. According to this theory, no introspection is required. One simply evaluates previous behavior and forms an attitude. (Franzoi, 2010) If a woman was dating a man, she would determine that she likes him by recalling laughing with him, having fun, sharing, and introducing him to her family. Her loving behavior will lead her to believe that she likes him, even if she hasn’t fully formed an attitude about the relationship. The theory of planned behavior states that behavioral intent is determined by our attitudes. According to this theory an attitude towards a specific behaviour influences the planned behavior of an individual. (Franzoi, 2010) For example, a negative attitude towards public swimming pools can deter an individual from swimming in a public pool. This theory also incorporates other components that influence our behavior. In the same example, this individual could choose to overcome this negative attitude to gain the acceptance of friends or family. (Franzoi, 2010) Both theories hypothesize how attitudes and behavior affect each other. In the self-perception theory, behavior formulates attitudes. The theory of planned behavior states the opposite. Neither theory addresses how habitual habits are affected by our attitudes. Examples show that a subject’s negative

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