Investigating the attitude-behavior gap through the lens of pandemic:

Abstract

Research objective: Our research seeks to study the gap between attitude and behavior during the pandemic. Considering the stay-at-home behavior as positive, we believed that all aspects of the attitudes would be unfavorable, since staying at home during the pandemic caused a series of discomfort to citizens, which configures an attitude-behavior gap. Theoretical framework: The attitude-behavior gap is a phenomenon widely studied in psychology and marketing. The Theory of Rational Action (Azjen & Fishzbein, 1977) postulates that the individual's behavior derives from his/her attitude. When the individual’s behavior is inconsistent from s/he thinks or feels towards a behavior it is called the attitude-behavior gap. The Theory of Planned Action (Ajzen, 1991) explains the attitude-behavior gap based on the internal or external limitations imposed on the individual. In the present study, the attitude-behavior gap is brought to the context of the new coronavirus pandemic. Methodology: We have developed a survey with 789 Brazilian citizens during the COVID-19 pandemic. Data were analyzed using exploratory factor analysis and descriptive statistics. Based on confirmatory factor analysis, four factors were extracted from the attitude scale, of which two factors represent affective responses (i.e., negative emotions and worry and fear) and two factors represent cognitive responses (i.e., safety and trust). Results: The results confirmed the existence of the gap once individuals presented unfavorable attitudes regarding the behavior on an affective basis. However, the individuals showed favorable attitudes related to the imposed behavior to stay-at-home on a cognitive basis, demonstrating an attitude-behavior consistency, and not an attitude-behavior gap. Originality: The investigation of attitudes towards the “stay at home” behavior in the light of the Theory of Rational Action and the Theory of Planned Action, aiming to identify a possible gap between the attitudes of individuals and the mandatory behavior “stay at home”. Theoretical and practical contributions: As for managerial implications, the research shows the importance of the communication of governments, authorities, professionals, and policy makers to lower the citizens negative feelings and to inspire trust and safety in the society, especially in hard situations.