| Abstract: | The results of a contextual analysis of bivariate attitude-behavior findings, which is based on marginal popularities, are presented. The substantial rise in consistency as the popularity of behavior increases suggests that behavioral popularity has a strong contextual effect on the attitude-behavior relationship. Attitudinal popularity, however, is not positively related to consistency. The implications of the findings for the reference group approach to the attitude-behavior problem are considered, and it is suggested that the behavioral popularities may be indexing behavioral climates that are affecting consistency. An alternative individual-level behavioral competency interpretation of the results is also discussed. |
