Resolving the theory of planned behaviour's 'expectancy-value muddle' using dimensional salience

The theory of planned behaviour is one of the most widely used models of decision-making in the health literature. Unfortunately, the primary method for assessing the theory's belief-based expectancy-value models results in statistically uninterpretable findings, giving rise to what has become known as the 'expectancy-value muddle'. Moreover, existing methods for resolving this muddle are associated with various conceptual or practical limitations. This study addresses these issues by identifying and evaluating a parsimonious method for resolving the expectancy-value muddle. Three hundred and nine Australian residents aged 18-24 years rated the expectancy and value of 18 beliefs about posthumous organ donation. Participants also nominated their five most salient beliefs using a dimensional salience approach. Salient beliefs were perceived as being more likely to eventuate than non-salient beliefs, indicating that salient beliefs could be used to signify the expectancy component. The expectancy-value term was therefore represented by summing the value ratings of salient beliefs, an approach that predicted attitude (adjusted R2?=?0.21) and intention (adjusted R2?=?0.21). These findings suggest that the dimensional salience approach is a useful method for overcoming the expectancy-value muddle in applied research settings.     

Resolving the theory of planned behaviour's ‘expectancy-value muddle’ using dimensional salience

The theory of planned behaviour is one of the most widely used models of decision-making in the health literature. Unfortunately, the primary method for assessing the theory's belief-based expectancy-value models results in statistically uninterpretable findings, giving rise to what has become known as the ‘expectancy-value muddle’. Moreover, existing methods for resolving this muddle are associated with various conceptual or practical limitations. This study addresses these issues by identifying and evaluating a parsimonious method for resolving the expectancy-value muddle. Three hundred and nine Australian residents aged 18–24 years rated the expectancy and value of 18 beliefs about posthumous organ donation. Participants also nominated their five most salient beliefs using a dimensional salience approach. Salient beliefs were perceived as being more likely to eventuate than non-salient beliefs, indicating that salient beliefs could be used to signify the expectancy component. The expectancy-value term was therefore represented by summing the value ratings of salient beliefs, an approach that predicted attitude (adjusted R ²?=?0.21) and intention (adjusted R ²?=?0.21). These findings suggest that the dimensional salience approach is a useful method for overcoming the expectancy-value muddle in applied research settings.     

The dimensional salience solution to the expectancy-value muddle: An extension

The theory of reasoned action (TRA) specifies a set of expectancy-value, belief-based frameworks that underpin attitude (behavioural beliefs × outcome evaluations) and subjective norm (normative beliefs × motivation to comply). Unfortunately, the most common method for analysing these frameworks generates statistically uninterpretable findings, resulting in what has been termed the ‘expectancy-value muddle’. Recently, however, a dimensional salience approach was found to resolve this muddle for the belief-based framework underpinning attitude. An online survey of 262 participants was therefore conducted to determine whether the dimensional salience approach could also be applied to the belief-based framework underpinning subjective norm. Results revealed that motivations to comply were greater for salient, as opposed to non-salient, social referents. The belief-based framework underpinning subjective norm was therefore represented by evaluating normative belief ratings for salient social referents. This modified framework was found to predict subjective norm, although predictions were greater when participants were forced to select five salient social referents rather than being free to select any number of social referents. These findings validate the use of the dimensional salience approach for examining the belief-based frameworks underpinning subjective norm. As such, this approach provides a complete solution to addressing the expectancy-value muddle in the TRA.     

Exploring the beliefs underpinning drivers’ intentions to comply with speed limits

Using the theory of planned behaviour (TPB; [Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl, J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11–39). Berlin: Springer-Verlag.]) as a theoretical framework, the present study was designed to: (a) identify the beliefs underpinning drivers’ intentions to comply with speed limits, and (b) test the expectancy-value theory held to underpin those beliefs. A sample of drivers (N = 598) completed questionnaires designed to measure TPB variables with respect to compliance with speed limits. The results of hierarchical multiple regression analyses provided support for the expectancy-value theory held to underpin each behavioural beliefs (outcome beliefs X outcome evaluations), normative beliefs (referent beliefs X motivation to comply), and control beliefs (control frequency beliefs X control power beliefs). Belief targets for road safety countermeasures that aim persuade drivers to comply with speed limits were also identified by selecting those beliefs that were the statistically significant predictors of direct TPB measures (attitudes, subjective norm, perceived control) and intention. Theoretical and practical implications of the results are discussed.     

From psychological need satisfaction to intentional behavior: testing a motivational sequence in two behavioral contexts

The present study tested a motivational sequence in which global-level psychological need satisfaction from self-determination theory influenced intentions and behavior directly and indirectly through contextual-level motivation and situational-level decision-making constructs from the theory of planned behavior. Two samples of university students (N = 511) completed measures of global-level psychological need satisfaction, contextual-level autonomous motivation, and situational-level attitudes, subjective norms, perceived behavioral control, intentions, and behavior in two behavioral contexts: exercise and dieting. A structural equation model supported the proposed sequence in both samples. The indirect effect was present for exercise behavior, whereas both direct and indirect effects were found for dieting behavior. Findings independently supported the component theories and provided a comprehensive integrated explanation of volitional behavior.     

Attitudes, Intentions, and Behavior: A Study of Women's Participation in Collective Action

The present study tests the theories of reasoned action and planned behavior in the context of women's participation in collective action. Participants were 387 women who completed two questionnaires with an interval of 1 year. In the first questionnaire, participants were asked to provide measures of attitudinal, normative, and control factors, as well as measures of intention to participate in 4 group-related activities over the coming year. One year later in the second questionnaire, the same women provided measures of the degree to which they had actually participated in these behaviors during the course of the year. Findings showed strong relationships between attitudinal factors and intentions, and between intentions and behavior. The addition of perceived behavioral control, as specified by the theory of planned behavior, made little difference in regression analyses. Further analyses focused on the mediating role of identification as an activist. This revealed that attitudinal considerations were only important in the prediction of intention for those individuals with a weaker sense of themselves as activists. It is suggested that expectancy-value calculations may be less important in predicting the intentions of strongly committed individuals to engage in group-relevant acts.     

The Proposition of a General Version of the Theory of Planned Behavior: Predicting Ecological Behavior1

The present paper explores whether the theory of planned behavior (TPB) must abandon the notion that perceived behavioral control (PBC) has a direct influence on behavior. In a cross‐sectional survey of 895 Swiss residents, our hypothesis was tested by means of structural equation models. Applied specifically, PBC turned out to be a significant direct predictor of one's performance. A general version of the TPB based on aggregated measures, however, revealed PBC's direct influence on behavior to be nonsignificant and, presumably, a non‐universally applicable and thus nongeneralizable part of the theory. Intention determined 51% to 52% of people's ecological behavior, which supports the claim of a strong attitude‐behavior relation. Attitude, subjective norms, and PBC, the 3 TPB components, account for 81% of intention's variance.     

A Test of the Theory of Planned Behavior for Two Health-Related Practices1

This study tested the utility of the theory of planned behavior in predicting two health-related behaviors. The first behavior (breast self-exam) is relatively simple, while the second (exercise) is complex. Data were utilized from health risk appraisals completed on 185 telephone company employees. Attitude, normative belief, and self-efficacy measures served to predict behavioral intention and subsequent attempt to change both the behaviors. As tested in path models, the results for breast self-examination were closer to the results expected from theory, with less good fit for exercise. Different models were developed for each behavior, although the self-efficacy measures made independent contributions to each. While the theory of planned behavior received support in the data, the results suggest that different models may appropriate for different types of behavior.     

Explaining Internet Banking Behavior: Theory of Reasoned Action,Theory of Planned Behavior,or Technology Acceptance Model?

A key objective of information technology (IT) research is to assess the value of technology for users and to understand the factors that determine this value in order to deploy IT resources better. This paper uses structural equation modeling to ascertain the extent to which 3 popular models of users' behavior—theory of reasoned action (TRA), theory of planned behavior (TPB), and technology acceptance model (TAM)—are predictive of consumers' behavior in the context of Internet banking. Unlike other tests of these models, this paper employs independent measures of actual behavior, as well as behavioral intention. The results indicate that TAM is superior to the other models and highlights the importance of trust in understanding Internet banking behavior.     

Can the theory of planned behavior explain patterns of health behavior change?

This article tested the ability of the theory of planned behavior (TPB) to predict patterns of behavior change associated with health screening. Attitudes, subjective norms, perceived behavioral control, and intentions were used to predict objective measures of attendance 1 month and 13 months later among participants who had never previously been screened (N = 389). Findings showed that the TPB predicted attendance on each occasion and also predicted frequency of attendance. However, the model was unable to reliably distinguish among consistent attendees, participants who delayed attending, and participants who initially attended but relapsed. Thus, the TPB needs to be extended to understand behaviors that must be performed promptly and repeatedly for health benefits to accrue.     

The emergent coordination of cognitive function

1/f scaling has been observed throughout human physiology and behavior, but its origins and meaning remain a matter of debate. Some argue that it is a byproduct of ongoing processes in the brain or body and therefore of limited relevance to psychological theory. Others argue that 1/f scaling reflects a fundamental aspect of all physiological and cognitive functions, namely, that they emerge in the balance of independent versus interdependent component activities. In 4 experiments, series of key-press responses were used to test between these 2 alternative explanations. The critical design feature was to take 2 measures of each key-press response: reaction time and key-contact duration. These measures resulted in 2 parallel series of intrinsic fluctuations for each series of key-press responses. Intrinsic fluctuations exhibited 1/f scaling in both reaction times and key-contact durations, yet the 2 measures were uncorrelated with each other and separately perturbable. These and other findings indicate that 1/f scaling is too pervasive to be idiosyncratic and of limited relevance. It is instead argued that 1/f scaling reflects the coordinative, metastable basis of cognitive function.     

Safer Sex Behavior: The Role of Attitudes, Norms, and Control Factors

A study was undertaken to assess the utility of revisions to the theories of reasoned action/planned behavior in the context of HIV-preventive behaviors. Revisions to the models incorporated the addition of group norm (behavioral norm and group attitude) to the nonnative component of the reasoned action model and the distinction among three aspects (self-efficacy, perceived behavioral control, and planning) of the control component of the theory of planned behavior. Respondents were 211 sexually experienced heterosexual undergraduates. The study employed a longitudinal design, with the proposed predictors of performing the behaviors under consideration (using a condom every time you have sexual intercourse during the next month and discussing whether to use a condom with any new partners during the next month) assessed prior to the measures of reported behavior. Consistent with expectations, group norm emerged as a distinctive predictor (in addition to attitude and subjective norm) of intentions to practice both safer sex behaviors. The data also revealed some support for the distinction among the different measures of control. The results of the study suggest that the normative component of the theories of reasoned action and planned behavior should be revised to incorporate more subtle influences of the referent group and that tests of theory of planned behavior should distinguish among the different aspects of behavioral control.     

Integrating five-factor model facet-level traits with the theory of planned behavior and exercise

ObjectivesThe purpose of this study was to examine direct, indirect, and moderating links between facet-level personality traits of the five-factor model, the theory of planned behavior (TPB) constructs [Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.], and exercise behavior.DesignCross-sectional.MethodUniversity students (N = 507) completed the NEO-PI-R [Costa, P. T., McCrae, R. R. (1992). The NEO-PI-R personality inventory: Professional manual. Odessa, FL: Psychological Assessment Resources.], the Leisure-time Exercise Questionnaire [Godin, G., Shephard, R. J. (1985). A simple method to assess exercise behavior in the community. Canadian Journal of Applied Sport Science, 10, 141–146.], and measures assessing the TPB constructs.ResultsPreliminary analysis revealed the extraversion and conscientiousness facet-level traits of activity and self-discipline respectively were independent predictors of exercise behavior. An integrated structural model with both facet-level traits revealed that 46% of the variance in exercise behavior and 70% of the variance in intention was explained. Significant indirect effects of activity and self-discipline and the TPB constructs of affective attitude, instrumental attitude, and subjective norm, on exercise behavior through intention and perceived behavioral control were also observed. Finally, the anxiety facet trait of neuroticism significantly moderated the intention–behavior relationship.ConclusionsOur findings showed that the facet-level personality traits of activity and self-discipline are important motivational variables that link the TPB constructs to exercise behavior. Future research that integrates personality with the TPB within experimental interventions is warranted.     

Personality,the Theory of Planned Behavior,and Exercise: A Unique Role for Extroversion's Activity Facet1

The primary purpose of this study was to determine if the theory of planned behavior (TPB) mediated the relationship between selected personality traits (i.e., extroversion, neuroticism, and conscientiousness) and exercise behavior using structural equation modeling. Based on previous research, it was hypothesized that extroversion (E) would have a significant direct effect on exercise behavior while controlling for the TPB. A secondary purpose was to explore whether the facets of these personality domains had significant effects on TPB constructs or exercise behavior while controlling for the general personality domains. Female undergraduate students (N= 301) completed measures of the TPB, the Five‐Factor model of personality, and a 1‐month exercise behavior follow‐up. Model 1 resulted in a direct effect of E on exercise behavior. Model 2 suggested a significantly better fit when direct effects of E's activity facet were freed for estimation. Moreover, freeing these effects rendered the effects of general E nonsignificant. It was concluded that the direct effect of E on exercise behavior found in previous research might be explained entirely by the activity facet of E.     

A decision theoretic and prototype conceptualization of possible selves: implications for the prediction of risk behavior

The present study explores a new framework for conceptualizing possible selves for the prediction of behavior. The framework uses decision theory, attitude theory, and classic expectancy-value models. The focus is on using possible-self constructs that (a) correspond to behavioral alternatives, (b) focus on self dimensions directly tied to the behavioral criterion, and (c) use expectancy-value constructs to assess the core features of a given possible self-dimension. A study of 305 college students was undertaken to predict alcohol use from possible self constructs using the framework. Results affirmed the utility of the approach, showing that possible-self constructs predicted behavior over and above current self-image and constructs in the Theory of Planned Behavior. Possible-self constructs associated with negative attributes of both binge drinkers and nonbinge drinkers were predictive of behavior.     

How did it work? An examination of the mechanisms through which an intervention for the unemployed promoted job-search behavior

Conducted process analysis of treatment mediation effects (Judd & Kenney, 1981) on longitudinal data from a large randomized field experiment with 928 recently unemployed persons. The experimental treatment included an intervention that succeeded in promoting quality reemployment outcomes, as described in earlier reports (Caplan et al., 1989; Vinokur et al., 1991). Using Ajzen's theory of planned behavior (Ajzen, 1985, 1988), the analyses examined the mediating effects of job-search self-efficacy, attitude, norms, and intention on job-search behavior. The results provided substantial support for the theory of planned behavior and demonstrated the mediational role of job-search self-efficacy. For both 1- and 4-month posttests, job-search self-efficacy was shown to mediate the effects of the intervention through its direct effects on job-search intention and on short term job-search behavior, as well as through its indirect effects on subjective norms and attitude. However, in the longer term 4-month posttest, exposure to the intervention had a direct effect on job-search behavior. This long-term direct effect of the intervention was hypothesized to reflect the influence of inoculation against setbacks which is essential for sustaining the long-term behavioral efforts involved in job seeking.     

Intention, Context, and Safe Sex: Australian Adolescents' Responses to AIDS

This study examined the applicability to condom use of Ajzen and Madden's (1986) theory of planned behavior by examining the predictors of intention to use a condom and actual condom use in a specific sexual situation. In a sample of 144 sexually active heterosexual males and females, limited support was found for the model. Intentions to use a condom immediately before a particular sexual encounter, and those assessed some time prior to this encounter were found to have direct and positive effects on condom use. In addition, perceptions of the disadvantages of condoms (a measure of attitudes to condoms in general) had direct negative effects on condom use and, together with perceptions of the advantage of condoms, also had indirect effects on condom use via prior intention. A number of the postulated predictors of safe sexual practice related neither to intentions nor behavior. The contextual variables of sexual arousal, condom availability, and degree of communication with a sexual partner all influenced condom use. Discussion centered on first, differences in the predictive ability of the model when compared to other studies of planned behavior, and second, the factors limiting the relationship between intention and behavior when the behavior in question is not under complete, volitional control.     

Apples and oranges? Comparing indirect measures of alcohol-related cognition predicting alcohol use in at-risk adolescents.

Recently, there has been increased interest in the role of implicit cognitive processes in the development of addictive behaviors. In this study, the authors compared 3 indirect measures of alcohol-related cognitions in the prospective prediction of alcohol use in at-risk adolescents. Implicit alcohol-related cognitions were assessed in 88 Dutch at-risk adolescents ranging in age from 14 to 20 years (51 males, 37 females) by means of varieties of word association tasks, Implicit Association Tests, and Extrinsic Affective Simon Tasks adapted for alcohol use. Alcohol use and alcohol-related problems were measured with self-report questionnaires at baseline and after 1 month. Results showed that the indirect measures predicted unique variance in prospective alcohol use after controlling for the direct measure of alcohol-related cognitions and background variables. The results indicate that the word association tasks were the best indirect measure of alcohol-related cognitions. These indirect measures appear to assess cognitive motivational processes that affect behavior in ways not reflected by direct measures of alcohol-related cognitions.