SELF-PERCEPTION THEORY

Summary:

Self-Perception Theory (SPT), developed by Daryl Bem in the 1960s, posits that individuals come to know their own attitudes and emotions by observing their own behaviors and the context in which these behaviors occur. This theory challenges the idea that we first develop internal beliefs and then act according to them. Instead, self-perception theorysuggests that behavior is often the source of self-knowledge. For example, if someone sees themselves consistently engaging in helpful behavior, they may infer that they have a helpful personality, even if they have never explicitly considered themselves as such.

1. Behavioral Cues: The theory asserts that people infer their attitudes from observing their own behaviors in specific contexts. For instance, if someone notices they are frequently smiling or laughing, they might infer that they are in a good mood, even if they hadn’t consciously realized it at first.
2. Context of Behavior: The context in which the behavior occurs is critical. If a person behaves in a way that is consistent with a particular attitude in a situation where they feel little external pressure, they are more likely to infer that their behavior reflects their actual attitude.
3. Involvement of Causal Attribution: The theory overlaps with causal attribution, as individuals attribute their behavior either to internal dispositions or to external influences. When people perform an action without strong external reasons (such as coercion), they are more likely to attribute it to their own internal beliefs or values.

While Cognitive Dissonance Theory emphasizes how people experience discomfort when their behaviors contradict their attitudes and seek to reduce that discomfort by changing their attitudes, Self-Perception Theory suggests that the act of observing one’s own behavior may lead to a change in attitudes without the discomfort of dissonance. For example, if someone starts exercising regularly, they may start to believe they enjoy it, even if they initially did not. This shift in attitude happens as a result of observing their own behavior, which aligns more with the Self-Perception Theory than the discomfort of dissonance.

An Application:

A practical application of Self-Perception Theory can be observed in health behavior change campaigns. For example, public health interventions often encourage individuals to engage in healthy behaviors, such as exercising or eating nutritious food. A person who takes part in such activities, without initially considering themselves as someone who exercises regularly, might observe their own behavior and infer that they enjoy or care about their health. Over time, this can lead to a shift in attitude toward exercise, creating a cycle where their behavior further reinforces this new self-perception.

• Example of Healthy Eating: In a campaign promoting healthy eating, individuals may be encouraged to try healthy foods in a social context, such as a group activity or a cooking class. As they engage in the behavior (eating healthy food), they may infer that they value nutrition or healthy living. Even if they didn’t identify with those values at first, their behavior in the context of the campaign might lead them to adopt those attitudes.
• Example of Exercise: Similarly, individuals who are encouraged to engage in regular physical activity, even on a small scale, may come to see themselves as people who are "fit" or "active." This shift in self-perception can have long-term effects, as their behaviors consistently align with their evolving identity as someone who values exercise and physical health.

Can you think of some ways to use self-perception theory in marketing? (remember, it only works when the person doesn't have a strong pre-existing attitude)?

Key References

Bem, D. J. (1965). An experimental analysis of self-persuasion. Journal of Experimental Social Psychology, 1, 199–218.

This foundational work introduces Self-Perception Theory, explaining how people infer their attitudes from their behavior.

Fazio, R. H. (1986). How do attitudes guide behavior? In R. M. Sorrentino & E. T. Higgins (Eds.), Handbook of Motivation and Cognition: Foundations of Social Behavior (pp. 204–243). Guilford Press. 

This foundational work introduces Self-Perception Theory, explaining how people infer their attitudes from their behaviour. behaviouur.

Schneider, D. J., & Wynne, A. C. (1985). Self-perception theory and cognitive consistency. Social Psychology Quarterly, 48(4), 358-367. 

This article further discusses how people develop self-concept and attitudes through the lens of Self-Perception Theory and explores the relationship between self-perception and other psychological processes.