Tilburg University. Attitude theory and behavioral costs Verhallen, T.M.M.; Pieters, Rik. Published in: Journal of Economic Psychology

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1 Tilburg University Attitude theory and behavioral costs Verhallen, T.M.M.; Pieters, Rik Published in: Journal of Economic Psychology Publication date: 1984 Link to publication Citation for published version (APA): Verhallen, T. M. M., & Pieters, R. (1984). Attitude theory and behavioral costs. Journal of Economic Psychology, 5(3), General rights Copyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights. - Users may download and print one copy of any publication from the public portal for the purpose of private study or research - You may not further distribute the material or use it for any profit-making activity or commercial gain - You may freely distribute the URL identifying the publication in the public portal Take down policy If you believe that this document breaches copyright, please contact us providing details, and we will remove access to the work immediately and investigate your claim. Download date: 12. dec. 2017

2 CHAPTER 3. SCARCITY OF MEANS: behavioral costs

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4 9 2 T.M.M Vcrhallen, R.G.M. Pieten / Attitude theory receive them, there

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7 T.M.M. VerhaUen, R.G.M Pteters

8 96 TMM Vtrhalkn,RGM Fitters / Attitude theory recreation behavior directly.

9 TMM Verhallen, R.G M Pteters / Attitude theory 9 7 The generality, stability and the enduring character of the attitude concept is*sacrificed to gain predictive power. A problem associated with specifying an attitude is how to deal with

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11 that acts TM M Verhallen, R.G M Pieters / Attitude theory 9 9

12 100 T.M.M. Verhallcn, R.G.M. Picters / Attitude theory Behavioral category Fig.

13 T M M Verhallen,RGM Fitters / Attitude theory 101 common goal or valued end state. The multiple-act criterion is then defined as

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16 104 TMM Verhallen, R.G.M Pieters / Attitude theory incur to perform the act in a certain context. In a buying situation these costs

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18 106 T M M Verhalltn,RG.M Pieters / Attitude theory outcomes directly to ascertain whether they have an influence. We may simply infer them from differences

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21 benefits. T MM Verhatten, R.G.M Peters / Attitude theory 109

22 110 T M M Verhallen, R CM Pieters / Attitude theory losses

23 TMM Verhallen, R.GM Pieters / Attitude theory discussed earlier, costs and positive outcomes should be treated separately. A more general implication from the analysis here refers to the relationship between concepts

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25 T.M M Vcrhallen. R.G.M fitters / Attitude theory 113 After the ^above discussion we feel that it is premature to abandon Ajzen and Fishbein's reasoned action model as some argue (Sarver 1983). Attitude theory can be enriched by including concepts that reflect the limitations put by individual resources (Meyer 1982). A behavioral cost concept has that potential. References Abelson, R.P., Scripts, Invited Address

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27 TM.M. Verhatlen

28 116 T.M.M Verhallen, R.G.M Pictcrs / Attitude theory Nisbett, R.E and T.D Wilson, 1977 Telling more than we can know: verbal reports on mental processes. Psychological Review 84, Olshavsky, R.W., * Predicting behavior: more theory needed'

29 T M M Verhatten, R.G M Picters / Attitude theory * 17 Van Raaij, W F and Th M M Verhalien, 1983a A behavioral model of residential energy use Journal