The first systematic study of the attitude-behaviour relationship was reported by Richard LaPiere (1934). LaPiere was interested in knowing whether people's behaviour towards members of an ethnic minority could be predicted by their self-reported attitudes towards that ethnic minority. To examine this issue he travelled around the United States in the company of a young Chinese couple. They stopped at a total of 251 establishments (e.g. hotels, restaurants); in all but one of these, according to LaPiere, the Chinese couple were treated courteously, despite the fact that in that era many Americans held negative attitudes towards Chinese people. On returning home, LaPiere wrote to each of the establishments they had visited, asking whether they would accept members of the Chinese race as guests. Of the 128 replies received, 92 per cent said that they would not serve Chinese guests. Taken at face value, these results suggest a sharp discrepancy between a measure of 'attitude' (the expressed policy of the establishment) and actual behaviour (how the Chinese couple were actually received). However, if one stops to think about the study more closely, one can see that the results are not all that damaging to the notion that attitudes and behaviour should be positively correlated. Perhaps the most basic flaw in LaPiere's procedure is that we have no way of knowing whether the person who was responsible for accepting the Chinese couple as guests was the same person as the one who replied to LaPiere's subsequent letter. If these two measures were not taken from the same individual, it is clearly inappropriate to conclude that the results indicate an inconsistency between attitudes and behaviour.
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