Attitudes vs. Behaviors2:13 with Tomer Sharon and Hope Armstrong
In most cases, there’s a very big difference between what people say they need and what they actually need. This difference can be described in terms of attitude and behavior.
- Attitude: Attitude is how people think they behave. It signals what people want.
- Behavior: Behavior is how people actually behave. It signals what people need.
- "Professed attitudes and actual behavior" - Stephen Corey
- "Why are the British so bad at washing their hands?" - Ron Cutler
The difference can be described in terms of attitude and behavior, too. 0:00 Attitude is how people think they behave, 0:05 while behavior is how people actually behave. 0:08 Attitude signals what people want, while behavior signals what they need. 0:11 This difference has been studied by social psychologists since the beginning of 0:16 the 20th century. 0:20 Results were so unbelievable that researchers have been repeating 0:22 these studies over and over, only to get the same exact outcome. 0:27 Here are two examples. 0:32 In a study conducted in 1937 by Stephen Corey, 0:33 students were asked about their attitude towards cheating. 0:36 In other words, Corey wanted to know what students said about their behavior. 0:41 A few weeks later, the same students were given the opportunity to cheat. 0:46 Following a certain exam, they were asked to grade their own performance. 0:50 There was close to zero correlation between their attitude towards cheating 0:55 and actual cheating. 0:59 What they said about their behavior was very different than their actual behavior. 1:00 Now you might think that research from 1937 is not valued nowadays. 1:06 You might think that human behavior changes over time. 1:11 The funny thing about human behavior is that it doesn't change much. 1:16 In a study reported by the BBC News, 1:20 a UK-wide study was led by Ron Cutler in 2012. 1:23 The researchers asked people coming out of public bathrooms located in gas stations 1:28 whether or not they had washed their hands after finishing their business. 1:33 99% of the interviewees said that they did indeed wash their hands. 1:38 However, according to electronic recording devices, 1:42 only 32% of men and 64% of women actually did wash their hands. 1:46 While there are many possible explanations for this difference, 1:51 the fact of the matter is that it was proven again that there is a very big 1:56 inconsistency between what people say they do and what they actually do. 2:00 This important difference between what people want and 2:05 what they need is key to understand when you work on developing a new product. 2:08
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