Browsing by Author "Mostyn, Barbara"

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    The attitude behaviour relationship
    (Cranfield School of Management, 1978-01) Mostyn, Barbara
    Why should market researchers, advertisers and persuaders be concerned about experiments with a Chinese couple or a coal mining town in the States in the 1930's ? Or, care about the results of distraction, reactance and forced-compliance experiments conducted in psychological world laboratories around the world for the past fifty years? Why ? Because they are integrally bound into a very basic controversy - do attitudes predict behaviour or only mirror behaviour ? Consumer psychologists share with applied psychologists in other fields ¬education, personnel selection, child development, organisational behaviour, learning, social interaction, politics, therapy, interpersonal attraction, law and social work - a preoccupation with attitudes which hold a central position in their theories. Enormous amounts of time, energy and money have been expected in order to investigate the attitude-behaviour relationship.
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    Motivational research - passing phase or permanent feature?
    (Cranfield School of Management, 1976-01) Mostyn, Barbara
    In the first draft version of the paper on the Attitude-Behaviour Relationship (30th September, 1975) it was pointed out to readers that despite researchers' emphasis on understanding the "why" of consumer behaviour in order to complete the attitude-behaviour equation, the first paper would not deal with the subject of motivational research. This was because the history and theoretical bases for understanding the place of motivational research in modern psychological amd marketing thinking were significantly different from attitude theories and research techniques to warrant a separate and thorough treatment. Such diverse writers on the attitude-behaviour relationship as the market researchers Bird and Ehrenberg and the philosopher Audi were reported to have concluded their studies by stressing the motivational component as "largely responsible for the behaviour to which an attitude leads and which psychologists are concerned to predict.".