Strong Attitudes Versus Strong Situations: Social Pressure on Recycling

Iris Vermeir, Hogeschool Ghent, Belgium
Previous researches show contradictory results concerning attitude strength, social pressure and attitude-behavioural consistency. Either strong situations or strong attitudes predict attitude-behavior consistency. We argue that these contradictory results could be explained when personal factors like perceived control and self-monitoring are taken into account. Our results show the relative impact of attitude strength on attitude-behavior consistency. It seems that attitudes not only have to be strong, to be indicative of behavior, but behavior should be pressured by persons who are important to the respondents. Furthermore, personal characteristics like self-monitoring and perceived control can make attitudinal strength less determinant of behavior.
[ to cite ]:
Iris Vermeir (2009) ,"Strong Attitudes Versus Strong Situations: Social Pressure on Recycling", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 601-603.