ABSTRACT
As these quotes from Samuel Adams and the Buddha attest, there are divergent opinions about the primary determinants of our actions. Whereas Adams postulated that we are governed by our feelings, the Buddha placed a greater emphasis on our thoughts. Who is correct? It seems to us that there is something to be said for both positions. On the one hand, it seems likely that some people’s actions are driven primarily by their feelings and emotions. On the other hand, it seems equally likely that other individuals’ actions are guided mainly by their thoughts and cognitions. If we were to assume that individuals do indeed differ in the principal determinant of their actions, one could also question whether there are differences across people in how they generally structure their attitudes and opinions about the world. Do some people possess attitudes that are consistent primarily with their feelings? Do other people possess attitudes that are consistent primarily with their beliefs? Do yet others have attitudes that are based equally upon their feelings and beliefs? These types of questions are at the heart of this chapter. To make a long story short, we believe that there are differences across people in the degree to which they possess attitudes that are consistent with their affective and cognitive responses. Furthermore, and perhaps more importantly, we believe that these differences have implications for understanding various attitude-relevant phenomena.
