The attitude object can be a product, an
abstract entity, or as in our case, behaviour.
Attitudes are also embedded in or influenced
by values (Johnson and Eagly, 1989; Feather,
1995; Honkanen and Verplanken, 2004).
Compared to values, attitudes are more
directed towards specific situations, objects
or behaviour, and more specific than domainspecific values. In addition, whereas variance
in valence is the defining quality of an attitude,
variance in importance is the defining quality
of values