Applied Social Research Ser.: Attitudes, Behavior, and Social Context : The Role of Norms and Group Membership by Deborah J. Terry (1999, Uk-B Format Paperback)
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There is strong support for the view that attitude-behavior consistency and persuasion cannot be well understood without reference to the wider social context in which we live. Although attitudes are held by individuals, they are social products to the extent that they are influenced by social norms and the expectations of others.