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Attitudes

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  • Behavior is guided by attitudes that come to mind easily.

Example: Ron has an attitude of mistrust and annoyance toward telemarketers, so he immediately hangs up the phone whenever he realizes he has been contacted by one.

The Influence of Behavior on Attitudes

Behavior also affects attitudes. Evidence for this comes from the foot-in-the-door phenomenon and the effect of role playing.

The Foot-in-the-Door Phenomenon

People tend to be more likely to agree to a difficult request if they have first agreed to an easy one. This is called the foot-in-the-door phenomenon.

Example: Jill is more likely to let an acquaintance borrow her laptop for a day if he first persuades her to let him borrow her textbook for a day.

Marketing Management / Edition 15

Diagnostic and Statistical Manual of Mental Disorders (DSM-5®) / Edition 5