INSTITUTE OF PSYCHOLOGY

New publication!

Kaiser, F. G., Kibbe, A. & Hentschke, L. (2021). Offsetting behavioral costs with per­so­nal atti­tude: A slightly more complex view of the attitude-behavior relation. Per­so­na­li­ty and Indi­vi­du­al Differences, 183, 111158.

Available free of charge for the next 50 days: https://authors.elsevier.com/a/1dUlWheKdmtb1

Available at: https://doi.org/10.1016/j.paid.2021.111158

Abstract:

In this research, we propose that the notorious attitude-behavior gap—the notion that people profess attitudes without taking real actions—might also stem from ignoring the fact that manifest behavior typically involves costs (i.e., personal resources such as time, money, exertion). In two quasi-field experiments with convenience samples (N₁ = 396; N₂ = 252), we demonstrate that the people who performed increasingly costly behavior professed progressively stronger attitudes. Our findings suggest that the costs that obstruct behavior must be offset by attitudes before behavior can manifest itself. Thus, there is a need to stop confusing weak attitude-behavior correlations with the behavioral irrelevance of attitudes. To avoid underestimating the importance of people's attitudes concerning environmental protection, the strength of attitudes relative to the associated behavioral costs must be considered.

Highlights:

• A too simplistic view of the attitude-behavior relation makes it appear inconsistent.

• Attitudes reflect the occurrence probabilities of attitude-relevant behavior.

• Progressively stronger attitudes compensate for increasingly costly behavior.

• Surmounted behavioral costs coincide with the strength of environmental attitudes.

• Undemanding opinions must not be confused with behavior-relevant attitudes.

In this animated video we offer a short introductory explanation of what the Campbell Paradigm is. The video (implemented by Science Animated) is a helpful starting point to get into this research focus of ours. Have a look and let us know what you think!

New publication!

Kaiser, F. G. (2021). Climate change mitigation within the Campbell paradigm: Doing the right thing for a reason and against all odds. Current Opinion in Behavioral Sciences, 42, 70-75.

Available at: https://doi.org/10.1016/j.cobeha.2021.03.024

Abstract:

The fact that a behavior can be instrumental for multiple goals does not logically entail that people are typically propelled into action for multiple reasons. On the contrary, goal-directed behavior in the real world is, in a given instance, aimed at one focal goal. In this article, I present the Campbell paradigm, in which a particular behavior is controlled by a single reason or goal. To identify the very reason (i.e. the focal goal behind a goal-directed behavior) and its motivating force, psychologists need to consider behavior-specific costs and whether other behaviors that are also instrumental for attaining the specific goal are realized as well. I situate my presentation in the context of climate change mitigation.

Highlights:

• To fully grasp a behavior, all goals for which it is instrumental must be considered.

• In the Campbell paradigm, actual behavior is aimed toward one focal goal at a time.

• The paradigm requires that the commitment to a goal offsets the costs of a behavior.

• Commitment shows in the varied and variedly taxing behaviors people engage in.

• People’s goal striving commitment is equated with the strength of their attitudes.

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