Explaining and predicting behavior with uncertain consequences: Inferences from behavioral decision research for attitude research

Both, social psychological attitude research and behavioral decision research, aim at the prediction of behavior with uncertain consequences, The present article discusses whether theories from decision research can be profitably adopted into attitude research. Specifically, it is examined if cumulative prospect theory (Tversky & Kahneman, 1992) is a viable alternative approach to the theory of reasoned action (Ajzen & Fishbein, 1980). First, the most important conceptual differences and commonalities are pointed out acid essential analogies are emphasized. Second, some specific techniques for measuring likelihoods and evaluations of salient beliefs are proposed. It is maintained that these modifications will improve the explanation of attitudes and the prediction of behavior.