Research work · 2016

The Attitude-Behavior Linkage in Behavioral Cascades

NOflH . Fricdkin

Abstract

The assumption that individual behavior has an antecedent evaluative foundation is an important component of theories in sociology, psychology, political science, and economics. In its simplest form, the antecedent evaluation is a positive or negative attitude toward an object that may affect an individual's object-related behavior. This attitude may be influ enced by the attitudes of other persons. The occurrence of such endogenous interpersonal influences, in which persons' attitudes are affected by other persons' attitudes, is among the basic postulates of social psychology. The present article advances work on the atti tude-behavior linkage in behavioral cascades by jointly considering two theories: the theory of reasoned-planned action, which emphasizes the deliberative foundations of individuals' object-related behaviors, and social influence network theory, which emphasizes the group dynamics involved in the formation of individuals' attitudes.