In one well-known study that was conducted during an era of anti-Chinese prejudice (LaPiere, 1934), a researcher drove across the U.S. with a Chinese couple, stopping at dozens of restaurants, hotels, auto camps, and tourist homes. He was interested in attitude-behavior consistency. Specifically, he was interested in knowing the percentage of establishments that would serve the couple, as well as the percentage of establishments that would say that they would serve the couple when contacted later. What did he find?
A) Nearly 100% served them; and roughly 90% said they would.
B) Nearly 100% served them; but only about 10% said they would.
C) Only about 10% served them; but about 90% said they would.
D) Only about 10% served them; but nearly 100% said they would.

Question

Quizplus · Accepted Answer

The researcher found that nearly 100% of establishments served the Chinese couple when they were present, but when contacted later, only about 10% said they would serve them. This demonstrates a discrepancy between attitudes (saying they would serve the couple) and behavior (actually serving the couple).

In One Well-Known Study That Was Conducted During an Era