Shulamith KreitlerBeliefs about SelfBeliefs about NormsBeliefs about GoalsGeneral BeliefsFigure 2: <strong>The</strong> Behavioral Intent.BehavioralIntentis neutral, a cluster <strong>of</strong> beliefs is formed (‘CO cluster’)orienting toward a particular act. It generates a unifiedtendency orienting toward the performance <strong>of</strong>an action, which is called behavioral intent, and canbe considered as a vector representing the motivationaldisposition towards a given behavior (see Figure2).In many cases the process <strong>of</strong> forming a CO clusteris greatly reduced because there exist in memory almostcomplete CO clusters, formed on the basis <strong>of</strong>past recurrences <strong>of</strong> behaviors in similar situations.<strong>The</strong> meanings <strong>of</strong> the input allow for retrieving suchalmost-complete CO clusters and adapting them tothe present situation by the addition or transformation<strong>of</strong> a few beliefs. In other cases, when there arenot enough beliefs orienting toward the course <strong>of</strong>action in at least two belief types, no CO cluster willbe formed. <strong>The</strong> process will discontinue, especiallyif there are no personally relevant beliefs in the cluster.Similarly, when there is a paucity <strong>of</strong> beliefs <strong>of</strong> acertain type, an incomplete CO cluster will beformed which cannot be acted upon but may be discardedor stored for possible use in another situation.Another resulting possibility is the occurrence <strong>of</strong>conflict (‘intent conflict’) when two CO clusters andconsequently two behavioral intents are formed.Another intriguing possibility consists in the formation<strong>of</strong> an inoperable cluster due to the inclusion <strong>of</strong>‘as if’ beliefs in one or more belief types. If, for example,the ‘as if’ beliefs come to replace other beliefs inthe beliefs about self and general beliefs, we may geta CO cluster orienting toward virtual action such asdaydreaming.<strong>The</strong> fourth stage is initiated by the formation <strong>of</strong> thebehavioral intent, and is focused on the question“how will I do it?” <strong>The</strong> answer is in the form <strong>of</strong> abehavioral program, namely, a hierarchically structuredsequence <strong>of</strong> instructions governing the performance<strong>of</strong> the act, including both the more generalstrategy (‘program scheme’) as well as the more specifictactics (‘operational program’). Previouslyformed habits are major components embedded inthe programs. An important role is attributed to thebehavioral intent at this phase. It guides the selection,retrieval, modification and sometimes construction<strong>of</strong> behavioral programs, and serves as aframe <strong>of</strong> reference for supervising program executionand evaluating outcomes.Different programs are involved in executing anovert molar act, a cognitive act, an emotional response,a daydreamed act, conflict resolution, etc.<strong>The</strong>re appear to be four basic kinds <strong>of</strong> programs: (a)Innately determined programs, which are involvedprimarily in the output on the submolar level, e.g.,those controlling reflexes or classically conditionedresponses; (b) Programs that are partly innate andpartly acquired by learning, e.g., those controllinginstincts (as described by LORENZ 1965, or TINBERGEN1951), behaviors corresponding to defense mechanisms,and language behavior; (c) Programs acquiredthrough learning, e.g., those controlling culturallyshaped behaviors (running elections, etc.),or personal habits (e.g., forms <strong>of</strong> relaxing, makingfriends, arranging one’s cupboard); and (d) Programsconstructed by the individual ad hoc, in linewith situational requirements, <strong>of</strong>ten using existingprogram schemes, including plans for plan construction.Implementing a behavioral intent by a programrequires selecting and retrieving a program, and <strong>of</strong>tenadapting it to prevailing circumstances. A ‘programconflict’ may occur between two equally adequateprograms or between one that is about to beenacted while another is still in operation.<strong>The</strong> retrieval, adaptation and execution <strong>of</strong> theprogram, as well as determination <strong>of</strong> the end-pointin view <strong>of</strong> the behavioral intent also require cognitivecontrol.Major Advantages <strong>of</strong> the CO <strong>The</strong>ory<strong>The</strong> major cited advantages will be considered fromthe perspective <strong>of</strong> the human level, the level forwhich the theory was originally developed and inwhich it was primarily applied. <strong>The</strong> advantages arepartly applied and partly theoretical.<strong>The</strong> major advantage from the applied viewpointis that the CO theory enables predictions <strong>of</strong> behaviorsand changes in behavior by using systematicprocedures.Evolution and Cognition ❘ 86 ❘ 2001, Vol. 7, No. 1
An <strong>Evolutionary</strong> Perspective on Cognitive OrientationInput notidentifiedActionrequiredInputWhat isthe Input?MeaningactionWhatdoes it meanfor me?Whataction?4 types <strong>of</strong> beliefs:Cog. orientationclusterBehaviorialIntentHowto performaction?BehavioralprogramInputInputidentified Reflex, dealt withConditioned ExitResponse, etc.Input identifiedfor molaractionInput notdealt withInput not requiredExitBehaviorFigure 3: A Schematic Flow-Chart <strong>of</strong> the CO ModelA large body <strong>of</strong> research demonstrates the predictivepower <strong>of</strong> the CO theory in a variety <strong>of</strong> domains,e.g., coming on time, reactions to success and failure,curiosity, achievement, studying mathematics,planning, assertiveness, conformity, cheating, overeating,breast-feeding, cessation <strong>of</strong> smoking, self-disclosure,rigidity, defensive responses, undergoingtests for the early detection <strong>of</strong> breast cancer, sexualresponses, compliance in diabetes patients etc. Allstudies refer to actual observed behaviors. <strong>The</strong> participantswere adults, adolescents, children, retardedindividuals, schizophrenics, individuals with differentphysical disorders, etc. (KREITLER/CHAITCHIK/KRE-ITLER/WEISSLER 1994; KREITLER/CHEMERINSKI 1988;KREITLER/KREITLER 1976, 1982, 1988, 1991a, 1993,1994a, 1994b; KREITLER/NUSSBAUM 1998; KREITLER/SCHWARTZ/KREITLER 1987; KREITLER/SHAHAR 1976; LO-BEL 1982, NURYMBERG/KREITLER/WEISSLER 1996; TIP-TON/RIEBSAME 1987; WESTHOFF/HALBACH-SUAREZ1989).All studies confirmed the hypothesis that behaviorwould occur if it was supported by at least three<strong>The</strong>mes1)2)3):n)BeliefsaboutSelfBeliefsaboutNormsBeliefsaboutGoalsFigure 4: <strong>The</strong> Predictive Matrix <strong>of</strong> Beliefs.GeneralBeliefsbelief types and a behavioral program was available.<strong>The</strong> success <strong>of</strong> the predictions is based on applyingthe special standardized procedure developed in theframework <strong>of</strong> the CO theory (KREITLER/KREITLER1982; in press). <strong>The</strong> procedure consists in assessingthe motivational disposition for the behavior (viz.behavioral intent) by means <strong>of</strong> a CO questionnaireand examining the availability <strong>of</strong> a behavioral programfor implementing the intent. A CO questionnaireassesses the degree to which the participantagrees to relevant beliefs orienting toward the behaviorin question or rejects those that do not orienttoward it. <strong>The</strong> beliefs differ in contents and form. Incontents they refer to themes which represent meaningsunderlying the behavior in question (called‘themes’). In form they refer to the four types <strong>of</strong> beliefs,namely, beliefs about goals, beliefs about rulesand standards (or norms), beliefs about the self, andbeliefs about others and reality (called general beliefs).Thus, a CO questionnaire mirrors the predictionmatrix (see Figure 4). It usually consists <strong>of</strong> fourparts presented together in random order, each representingone <strong>of</strong> the four types <strong>of</strong> beliefs and containingin random order beliefs referring to the differentthemes. <strong>The</strong> participant is requested to checkon a 4-point scale the degree to which each beliefseems to him/her true (or correct).<strong>The</strong> themes <strong>of</strong> the CO questionnaire are identifiedby means <strong>of</strong> a standard procedure applied to pretestparticipants who are known to manifest the behaviorin question or not. <strong>The</strong> procedure consists in interviewingthe participants about the meanings <strong>of</strong>the key terms and then in turn sequentially abouttheir responses concerning the meanings (see Figure5 for a schematic representation <strong>of</strong> the procedure).Repeating the questions about meanings leads todeeper-layer meanings, out <strong>of</strong> which those that recurin at least 50% <strong>of</strong> the interviewees are selected for theEvolution and Cognition ❘ 87 ❘ 2001, Vol. 7, No. 1