Access to attitude-relevant information in memory as a determinant of attitude-behavior consistency

Abstract

This research examined whether access to attitude-relevant beliefs and prior experiences mediates the relation between attitudes and behavior. Subjects' opinions toward preservation of the environment and their recall of preservation-related beliefs and experiences were assessed during the first experimental session. Approximately 2 weeks later, subjects were contacted at home and asked to sign and circulate proenvironment petitions and were asked to participate in a recycling project. Subjects' responses to the petition request and the number of weeks they recycled were assessed, and an aggregate behavioral index was formed from these measures. The results revealed that subjects with relatively high levels of access were likely to act in a manner consistent with their opinions; those in favor of preservation recycled, signed, and agreed to circulate the petitions, whereas those less favorable were not as likely to do so. Subjects with relatively little access demonstrated little attitude-behavior consistency.