Preferences Don't Have to Be Personal: Expanding Attitude Theorizing With a Cross-Cultural Perspective
Preferences Don't Have to Be Personal: Expanding Attitude Theorizing With a Cross-Cultural Perspective
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DOI：
10.1037/a0037666
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发表时间：
2014-10-01
影响因子：
5.4
通讯作者：
Markus, Hazel Rose
中科院分区：
文献类型：
--
作者：
Riemer, Hila;Shavitt, Sharon;Markus, Hazel Rose
作为行为指南的态度，长期以来一直是社会科学研究的中心焦点。然而，这种理论主要反映了西方哲学观点和强调个人偏好中心地位的实证研究结果。因此，普遍存在的态度心理学模型是以人为中心的。我们认为，结合非西方社会文化背景的研究见解可以显著增强态度理论化。为此，我们提出了一个额外的模型-态度的规范-语境模型。目前占主导地位的以人为中心的模型强调个人偏好的中心性，它们的稳定性和内部一致性，以及它们与外部强加规范的可能相互作用。相比之下，规范-情境模型强调态度总是情境偶然性的，并结合了他人的观点和情境规范。在这个模型中，对规范的调整并不涉及真实自我与外部力量之间的艰苦斗争。相反，它是将他人的观点融入自己的态度的一种持续的、令人放心的整合。根据规范-情境模型，可能很适合于培养相互依存和整体思维的情境，态度不一定是个人的，也不一定是稳定的和内部一致的，只有在帮助一个人自动适应不同情境的程度上才有作用。规范-语境模型提供的焦点的根本转变产生了新的假设，并强调了在非西方社会文化背景下研究态度的新的测量标准。我们讨论这些理论和测量的影响，以及对健康和福祉，习惯和行为改变，以及全球营销的实际影响。
Attitudes, theorized as behavioral guides, have long been a central focus of research in the social sciences. However, this theorizing reflects primarily Western philosophical views and empirical findings emphasizing the centrality of personal preferences. As a result, the prevalent psychological model of attitudes is a person-centric one. We suggest that incorporating research insights from non-Western sociocultural contexts can significantly enhance attitude theorizing. To this end, we propose an additional model-a normative-contextual model of attitudes. The currently dominant person-centric model emphasizes the centrality of personal preferences, their stability and internal consistency, and their possible interaction with externally imposed norms. In contrast, the normative-contextual model emphasizes that attitudes are always context-contingent and incorporate the views of others and the norms of the situation. In this model, adjustment to norms does not involve an effortful struggle between the authentic self and exogenous forces. Rather, it is the ongoing and reassuring integration of others' views into one's attitudes. According to the normative-contextual model, likely to be a good fit in contexts that foster interdependence and holistic thinking, attitudes need not be personal or necessarily stable and internally consistent and are only functional to the extent that they help one to adjust automatically to different contexts. The fundamental shift in focus offered by the normative-contextual model generates novel hypotheses and highlights new measurement criteria for studying attitudes in non-Western sociocultural contexts. We discuss these theoretical and measurement implications as well as practical implications for health and well-being, habits and behavior change, and global marketing.