Effects of attitude change on behavior for highly involving issues: The case of marijuana smoking

Two studies investigated the immediate effects of persuasive communications on marijuana attitudes, intentions and behavior as well as delayed impact over a 6-week follow-up period. The persuasive appeals were directed at beliefs that were the most important predictors of behavior. Results indicated that certain beliefs (e.g., hedonism) were highly resistant whereas others (e.g., control of actions) were somewhat more amenable to influence attempts. However, even when attitude change was successful, correspondent changes in intentions and behavior did not necessarily follow. The need to further study resistance factors and the apparent complexity of the attitude-behavior relationship for the real-life, highly involving topics of marijuana use in particular and addictive behaviors more generally was discussed.