Attitude theory and behavioral costs

Abstract

The Fishbein and Ajzen reasoned action model is briefly introduced and some theoretical aspects of the model arc discussed. Based on a critical analysis of the act and behavioral category concepts in their model an alternative concept, 'behavioral field', is introduced. A behavioral field is defined as: 'the total of acts that are perceived by the acting individual as leading to a common goal or valued state'. Then a distinction is made between goal acts and instrumental acts, Goal acts lead to goal attainment. Instrumental acts will bring the individual into the direction of his goal. It is argued that for acts that are predominantly instrumental other substitutable acts are available. The choice between suhstitutable instrumental acts is governed by both expected outcomes and the behavioral costs attached to the acts. Behavioral costs are defined as the behavioral price relative to the behavioral budget. The behavioral price is determined by tile time, psychic and physical task demand. The behavioral budget is a function of the goal importance of the behavioral field. Some further aspects of behavioral costs are then discussed. Several arguments to treat costs and outcomes separately in the explanation of behavior, are elaborated. Then some implications from the behavioral cost concept are drawn for attitude theory. Finally the entangling of costs and value is briefly discussed.