An alternative view of pre-volitional processes in
decision making: Conceptual issues and empirical evidence
Perugini, M., & Bagozzi, R. P.
(2004). 8 An alternative view of pre-volitional processes in decision making.
Contemporary perspectives on the psychology of attitudes, 169.
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Sumber:
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.120.5428&rep=rep1&type=pdf
An alternative
view of pre-volitional processes in decision making: Conceptual issues and
empirical evidence Marco Perugini Department of Psychology, University of
Essex, UK and Richard P. Bagozzi Rice University, USA
Running
Heading: PRE-VOLITIONAL PROCESSES
Address
correspondence to: Dr Marco Perugini Department of Psychology University of
Essex Wivenhoe Park Colchester, CO4 3SQ United Kingdom E-mail: mperug@essex.ac.uk
To appear in:
Haddock, G., & Maio, G.R. (Eds.), Contemporary perspectives on the
psychology of attitudes: The Cardiff symposium. Hove, UK: Psychology Press.
The last
twenty years have seen a series of developments within attitude theory that are
likely to shape the field in the next decades. Two main approaches to decision
making within this field have emerged: automatic and deliberative (Eagly &
Chaiken, 1998). These two approaches have been repeatedly sketched in the
so-called dual theories, for instance in models of attitude change and
persuasive messages (e.g., Petty & Wegener, 1999; Chen & Chaiken,
1999), whereby both routes are considered as possible, depending on variables
such as motivation and ability, as well as in theories where the emphasis has
been placed on one of the two approaches, such as the MODE (Motivation and
Opportunity as Determinants) model proposed by Fazio (1990) and the Theory of
Planned Behavior (TPB) developed by Ajzen (1991).
In this chapter we will briefly
examine the two positions. We will argue that, although recent evidence
emphasizes the importance of automatic processes and momentum appears to be
with this approach, the automatic approach still falls short from offering a
comprehensive view and a satisfactory prediction of behavior. In particular, we
will argue that, whereas it is clear that automatic processes play an important
role and should be taken into account in any attempt to explain and predict
human behaviors, they alone cannot suffice to fully explain behavior. We will then
review the mainstream approach within the deliberative camp and identify areas
for improvement. The core of this chapter will be on proposing an alternative
conceptualization of attitude theory that offers a deeper understanding and
improved prediction of prevolitional processes. We also review empirical
evidence supporting our conceptualization. Finally, we will discuss possible
extensions of the models and future directions of research.
