The Rocky Road From Attitudes to Behaviors: Charting the Goal Systemic Course of Actions

The issue of attitude-behavior relations is revisited in light of recent work on motivation and the psychology of goals. It is suggested that for object-attitudes to drive a specific behavior, a chain of contingencies must be realized: Liking must be transmuted into wanting, wanting must evolve into a goal, the goal must be momentarily dominant, and the specific behavior must be chosen as means of goal pursuit. Our model thus specifies a set of mediating processes that transpire between attitudes and behavior. Prior theories of attitude-behavior relations are examined from the present perspective, and its conceptual and empirical implications are noted.