Why do we behave the way we do? What causes us to have a certain attitude? Click here to learn about the psychology of behavior!
Figure 1: A group of people running
Introduction
It can be widely assumed that most people associate acts of kindness with positive
emotions like happiness or gratitude. But there are many who consider kindness to be a chore. For example, being environmentally conscious is a selfless act that some could
associate with feelings of satisfaction or altruism, but to others, practical lifestyle changes are
perceived as inconvenient when challenged with the idea of surrendering the convenience of
their comfortable lifestyle. So what exactly makes these two groups different?
The ABC's - Attitudes, Behaviors, and Cognition
When exploring a topic of interest, psychologists use research methods to evaluate their
A, B, and C's. Attitudes, Behaviors, and Cognition. Attitudes are evaluations used to determine
our feelings towards something. Our attitudes are comprised of behaviors and cognitions and
are determined by them. By expressing them, we make a connection between us and that
person or thing. Individuals have a wide range of attitudes that vary in strength, some of which
can even be hereditary. Our attitudes also impact our behavioural responses. Through them, we can easily decide how to respond to certain situations. When we have positive attitudes towards something, we are more likely to seek it out or align with it. This also impacts our cognition. The stronger our attitudes (positive or negative), the more likely they will influence how we think and how often those thoughts come to mind. So, it's very likely that the differences between people who are more driven to a certain behavior, whether it be recycling or littering, simply have stronger positive attitudes towards that action than those who don’t.
The Brain's Reward Center
But as you may know, human beings are far from simple. Although this hypothesis may seem probable, I wouldn't apply it to every person you come across. It's important to keep in mind that many different factors influence an individual's behaviour, as well as the fact that psychology is concentrated on the individual level. Each person is different. In fact, psychology has shown that the motivations behind behaviour lie within the wiring
of our brains. More specifically, the "Reward centre" or "pleasure centre" consists of neurons
from different regions of the brain. These neurons use dopamine to communicate via a region
called the nucleus accumbens. The nucleus accumbens is used to process rewards and further motivate behaviours. In the presence of a reward system, dopamine enhances reward-triggered memories by targeting the learning centre of the brain. Within this region lies the hippocampus, amygdala, and prefrontal cortex; all have ties to emotional connections, processing, and reasoning. These emotional connections and triggers lead to our expectations. We repeat these learned behaviours because we believe something good will come to us for doing so. Insight coined by B.J. Richmond concludes, “Motivated behaviour arises through the expectation of reward or avoidance of punishment.” This "Reward" isn't always necessary in the physical form such as financial compensation or a trophy. It can be a feeling of adrenaline are even overall general happiness that leaves you with a pleasurable feeling.
Personal Opinion
Now, to include my personal yet unprofessional opinion, I do not necessarily think this is a bad thing. It seems more a force of uncontrolled habit and expectation rather than egocentricity.
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