Attitude Toward the Behavior

Attitude toward a behavior is the degree to which performance of the behavior is positively or negatively valued. According to the expectancy-- value model, attitude toward a behavior is determined by the total set of accessible behavioral beliefs linking the behavior to various outcomes and other attributes. Specifically, the strength of each belief (b) is weighted by the evaluation (e) of the outcome or attribute, and the products are aggregated, as shown in the following equation.