Ignored, Neglected, And Abused: The Behavior Variable In Attitude‐Behavior Research

A fundamental area of concern for social scientists is the relationship between attitudes and behavior. In recent years there has been a plethora of work on the attitude‐behavior relationship. This work is examined in light of earlier theoretical and methodological critiques offered by Blumer and Deutscher. Of specific concern is the conceptualization and measurement of behavior. A comprehensive collection of sixty‐two recently published articles on the topic are examined. It is found that little consideration is given to how behavior is conceptualized and measured. One result of the treatment which it receives is that studies remain contradictory in their findings. Researchers can better contribute to theoretical and methodological advances by heeding interactionist advice to adopt techniques which respect the constructed nature of the social world. A promising foundation upon which to build is suggested by two theoretical pieces in the sample.