Talk Is Cheap Ethnography and the Attitudinal Fallacy  

Oleh:

Jerolmack, Colin ; Khan, Shamus

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Sociological Methods & Research (SMR) vol. 43 no. 02 (May 2014), page 178-209.
Topik: Ethnography; Methods; Attitudinal Fallacy; Culture; Interaction

Ketersediaan

Perpustakaan PKPM Nomor Panggil: S28 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This article examines the methodological implications of the fact that what people say is often a poor predictor of what they do. We argue that many interview and survey researchers routinely conflate self-reports with behavior and assume a consistency between attitudes and action. We call this erroneous inference of situated behavior from verbal accounts the attitudinal fallacy. Though interviewing and ethnography are often lumped together as “qualitative methods,” by juxtaposing studies of “culture in action” based on verbal accounts with ethnographic investigations, we show that the latter routinely attempts to explain the “attitude–behavior problem” while the former regularly ignores it. Because meaning and action are collectively negotiated and context-dependent, we contend that self-reports of attitudes and behaviors are of limited value in explaining what people actually do because they are overly individualistic and abstracted from lived experience.

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