INVOLVEMENT AND THE CONSISTENCY OF KNOWLEDGE, ATTITUDES, AND BEHAVIORS

Abstract

The proposition that consistency among people's knowledge (K), attitudes (A), and behaviors (B) is contingent on high levels of involvement was tested in a long-term health intervention campaign. Support varied depending upon the indicator of involvement used. Cognitive involvement with the health topic, as indicated by number of responses to an open-ended question about heart disease, produced the clearest support. Using LISREL procedures, high K-A, K-B, and A-B correlations were found only in the high cognitive response group. Affective indicators of involvement produced mixed support. Perceived risk of heart disease was related to K-A-B consistency in a direction opposite to the hypothesis, but extremity of affective response was associated with the predicted high K-B correlation. A behavioral indicator of involvement based on reading the campaign literature produced results consistent with the hypothesis, although less so as the campaign progressed. The experimental health education campaign produced no discernible effect on K-A-B consistency, despite gains in knowledge itself.