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Most Underappreciated50 Prominent Social Psychologists Describe Their Most Unloved Work$
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Robert Arkin

Print publication date: 2011

Print ISBN-13: 9780199778188

Published to Oxford Scholarship Online: March 2015

DOI: 10.1093/acprof:osobl/9780199778188.001.0001

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Is Attitude Research Incompatible With the Compatibility Principle?

Is Attitude Research Incompatible With the Compatibility Principle?

(p.151) Is Attitude Research Incompatible With the Compatibility Principle?
Most Underappreciated

Icek Ajzen

Oxford University Press

Icek Ajzen reflects on his most underappreciated work: his research on attitudes and behavior based on the compatibility principle. According to the principle of compatibility, attitudes predict behavior only to the extent that both are defined at the same level of generality or specificity in terms of their target, action, context, and time elements. Ajzen argued that the low predictive validity of attitudes in early research can be traced largely to a lack of compatibility, and that the principle of compatibility is well understood and widely accepted in the field of social psychology, yet its translation into practice is less than universal.

Keywords:   Icek Ajzen, attitudes, behavior, compatibility principle, social psychology

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