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What is Attitude-Behavior Link

Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior
A theory that explains conditions when attitudes influence behavior. The strength (the confidence) with which an attitude is held is a good predictor of behavior and can be assessed thanks to the response time measurement.
Published in Chapter:
Merging Explicit Declarations With Implicit Response Time to Better Predict Behavior
Rafal Ohme (Stellenbosch University, South Africa & NEUROHM, Poland), Michał Matukin (NEUROHM, Poland & Walnut Unlimited, UK), and Paula Wicher (NEUROHM, Poland)
DOI: 10.4018/978-1-7998-3115-0.ch023
Declarations and actions do not always overlap, and thus, predicting future behavior solely on the basis of self-reported measures seems to be ineffective. The authors propose a confidence index (CI): a measure based on Fazio's attitude accessibility model. CI integrates explicit and implicit perspectives and captures how long a person hesitates when stating an opinion. The more certain someone is the stronger the attitude-behavior link is likely to be. A study was conducted to uncover differences in attitudes between average- and top-performing sales agents from the automotive industry. The results for declarative data did not show any significant differences; however, the CI results yielded interesting significant differences between groups. Random decision forests analyses confirmed that merging explicit and implicit measures increases predictive power of the tool. The study provided actionable insights on how to improve sales team performance, which were then implemented and eventually validated by sales results.
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