This article examines the methodological implications of the fact that what people say is often a poor predictor of what they do. We argue that many interview and survey researchers routinely conflate selfreports with behavior and assume a consistency between attitudes and action. We call this erroneous inference of situated behavior from verbal accounts the attitudinal fallacy. Though interviewing and ethnography are often lumped together as ''qualitative methods,'' by juxtaposing studies of ''culture in action'' based on verbal accounts with ethnographic investigations, we show that the latter routinely attempts to explain the ''attitude-behavior problem'' while the former regularly ignores it. Because meaning and action are collectively negotiated and context-dependent, we contend that self-reports of attitudes and behaviors are of limited value in explaining what people actually do because they are overly individualistic and abstracted from lived experience.

No abstract

Masking, the practice of hiding or distorting identifying information about people, places, and organizations, is usually considered a requisite feature of ethnographic research and writing. This is justified both as an ethical obligation to one’s subjects and as a scientifically neutral position (as readers are enjoined to treat a case’s idiosyncrasies as sociologically insignificant). We question both justifications, highlighting potential ethical dilemmas and obstacles to constructing cumulative social science that can arise through masking. Regarding ethics, we show, on the one hand, how masking may give subjects a false sense of security because it implies a promise of confidentiality that it often cannot guarantee and, on the other hand, how naming may sometimes be what subjects want and expect. Regarding scientific tradeoffs, we argue that masking can reify ethnographic authority, exaggerate the universality of the case (e.g., “Middletown”), and inhibit replicability (or “revisits”) and sociological comparison. While some degree of masking is ethically and practically warranted in many cases and the value of disclosure varies across ethnographies, we conclude that masking should no longer be the default option that ethnographers unquestioningly choose.

This article describes the relationship between saying and doing. It argues that focusing on the discrepancy between participants’ accounts and their actions is one of the greatest analytical strengths of ethnography. We make this case by drawing upon an ethnography of an elite boarding school. We also reflect on the way that two ethnographers worked together to better understand the social significance of accounts that are incongruent with situated behavior. We conclude by arguing that qualitative researchers must be more sensitive to the different kinds of claims that can be made with interview versus observational data.

No abstract