Who argued that ‘Attitude follows behavior’?​

Correct option is A

The phrase "Attitude follows behavior" was proposed by Leon Festinger as part of his Cognitive Dissonance Theory in 1957. His research suggested that people's attitudes and beliefs are often shaped by their behaviors, rather than the other way around.

Cognitive Dissonance Theory states that when individuals experience an inconsistency between their actions and beliefs, they experience psychological discomfort (dissonance). To reduce this discomfort, they are likely to adjust their attitudes to align with their behavior rather than changing their behavior to fit their pre-existing attitudes.

For example:

• If a person initially dislikes exercise but starts working out regularly due to external pressure, over time, they might develop a positive attitude toward exercise to justify their actions.

• If an employee is forced to work on a project they dislike but continues doing it, they may eventually change their perception and start believing the work is valuable.

Festinger’s theory has been influential in fields such as psychology, management, and marketing, where behavior change strategies are used to shape consumer attitudes and employee motivation.

Information Booster:

• Leon Festinger (1919–1989) was an American social psychologist known for pioneering the Cognitive Dissonance Theory.

• His work demonstrated that behavior can shape attitudes more than attitudes shape behavior.

• The Cognitive Dissonance Experiment involved subjects who were paid different amounts ($1 vs. $20) to lie about an uninteresting task. Those paid only $1 changed their attitude, convincing themselves the task was enjoyable, as they had little justification for lying.

• His research influenced behavioral psychology, employee motivation, marketing strategies, and leadership theories.

• His theory is widely used in advertising, where companies first encourage consumers to engage with a brand, leading to attitude shifts favoring the product.

Additional Knowledge:

• Elton Mayo (Option 2):

  • Known for the Hawthorne Studies, which emphasized the role of social relations and employee well-being in productivity.

  • His research focused on human relations in the workplace rather than attitude formation through behavior.

  • He did not propose the Cognitive Dissonance Theory or suggest that attitude follows behavior.

• Mary P. Follet (Option 3):

  • A pioneer in management and organizational behavior who focused on leadership, democracy, and group dynamics.

  • She proposed the idea of “power with” rather than “power over” in management but did not develop theories on attitude formation through behavior.

• F. Herzberg (Option 4):

  • Developed the Two-Factor Theory of Motivation, distinguishing between hygiene factors (salary, work conditions) and motivators (recognition, achievement) in employee motivation.

  • His work focused on job satisfaction and motivation rather than cognitive dissonance or attitude formation.

Thus, Leon Festinger is the correct answer, as he introduced the idea that attitude follows behavior through the Cognitive Dissonance Theory.