Module 6: The Attitude-Behaviour Relationship and Its Determinants

This module examines one of the most important questions in behavioural practice: to what extent do attitudes actually predict behaviour? Participants explore why individuals may express favourable attitudes toward a behaviour but fail to perform it, or behave in ways that appear inconsistent with their stated beliefs and values. The module introduces the principle of compatibility and explains why attitudes predict behaviour more effectively when the attitude and behaviour are measured at comparable levels of specificity involving action, target, context and time. Participants also study behavioural beliefs, outcome expectations, instrumental and experiential attitudes, expectancy-value models, attitude strength, accessibility and stability. The reciprocal relationship between attitude and behaviour is examined, recognising that behaviour can also influence subsequent attitudes. Through practical applications, participants learn to determine whether a behavioural issue is genuinely attitude-driven or whether other factors such as social pressure, capability, environmental barriers or competing priorities may provide a stronger explanation. The module equips practitioners with a structured method for diagnosing attitudinal drivers before recommending interventions intended to change behaviour.