Conception and Measurement of Attitudes within the Campbell Paradigm: Environmental Attitude as the Example
As with other areas of attitude research, studies of environmental attitude are plagued with an attitude-behavior gap and an escalating number of concepts and models meant to overcome this gap. Incompatible models and low proportions of explained behavioral variance are but a few of the consequences. This presentation introduces the Campbell paradigm, an alternative to the traditional understanding of attitudes and a novel theoretical account of individual behavior. In the logic of the Campbell paradigm, personal attitudes and behavioral costs represent two separate compensatory effective determinants of behavior. With this conceptual understanding, a person's attitude becomes obvious in the face of the behavioral costs the person surmounts. So far, our research on people’s attitudes toward environmental protection has demonstrated that the paradigm holds true for approximately 95% of the people in a given society. This presentation details some of the extant evidence for this novel paradigm of attitude research.
Florian G. Kaiser is, since 2008, professor of personality and social psychology at the Otto-von-Guericke University Magdeburg, Germany. His research interests include attitude theory, attitude-behavior consistency, the Campbell paradigm, person-situation interaction, evidence-based psychological policy support, large-scale attitude change and behavior management. Topics of interest are: environment protection, environmental education for sustainable development, stress and health.