Increasing Women's Calcium Intake: The Role of Health Beliefs,Intentions, and Health Value1

Undergraduate women who varied in how much they valued health were exposed to written communications persuading them of their vulnerability to osteoporosis and of the effectiveness of a recommended action in preventing this disease. Vulnerability had a significant main effect on intentions and subsequent behavior. This effect was obtained regardless of how much the subjects valued their health or whether the coping response was effective. Intentions to perform the recommended behaviors proved to be the best predictors of self-reported and actual behavior change, in support of the Ajzen-Fishbein (1980) model. Intentions, in turn, were predicted from recipients' beliefs regarding their ability to perform the behavior, their vulnerability to the health threat, and the effectiveness of the recommended threat-reducing response. Implications of these findings for health promotion campaigns are discussed.     

Predicting Contraceptive Behavior Among University Men: The Role of Emotions and Behavioral Intentions1

This research employed two theories to predict contraceptive behavior (condom use) among university men. The sexual behavior sequence (Byrne, 1977, 1983) hypothesizes that erotophobia-erotophilia (negative to positive emotional response to sexuality) will generalize and mediate avoidance or approach of contraception. The theory of reasoned action (Ajzen & Fishbein, 1980; Fishbein & Ajzen, 1975) hypothesizes that condom use behavior (B) is a function of behavioral intentions (BI) to perform this act; BI is hypothesized to be a function of attitudes towards the act (Aact) and relevant subjective norms (SN), and Aact and SN in turn have hypothesized basic determinants (). In addition, the theory of reasoned action holds that variables external to this model (i.e., erotophobia-erotophilia) may only affect behavior indirectly, by affecting the model's components. To test these assumptions, 145 undergraduate males completed measures of erotophobia-erotophilia and BI, Aact, SN, and and with respect to condom use in the coming month; a one month follow-up measure of B was also obtained. Results confirmed each of the hypothesized relationships and showed that for subjects who had sex during the month under study (N= 44), erotophobia-erotophilia and behavioral intentions were related to condom use (r= .33, r= .44, p < .05). Moreover, in contrast to the assumption of the theory of reasoned action, erotophobia-erotophilia and intentions independently predicted condom use; the linear combination of these factors predicted condom use significantly better (R= .57, p < .001) than either factor taken singly. Conceptual and applied implications of these findings are discussed.     

Signing an Organ Donation Letter: The Prediction of Behavior From Behavioral Intentions1

The signing of an organ donation letter was examined among 149 unmarried university students. The letter was developed for the purpose of conveying one's wishes regarding posthumous donation to one's next of kin. Predictors of letter signing were examined that explain hypothesized inconsistencies between the behavioral intention to sign and actual letter-signing behavior. Respondents were offered the opportunity to sign and send the donation letter to their parents. As predicted, reported willingness to sign the letter was only moderately related to actual behavior. Decision confidence, organ donation knowledge, and perceived decision importance positively influenced signing, independent of willingness. Unfavorability toward defending one's donation decision to one's parents inhibited signing, even among those expressing a high initial willingness to sign.     

Relationships Between Conscientiousness Sub-Factors and Constructive and Destructive Behavioral Intentions

This study examined the relationship between Conscientiousness, its sub-factors of Achievement and Dependability, and constructive and destructive behavioral intentions. In a sample of 270 undergraduate students, scores on personality measures were correlated with constructive and destructive behavioral tendencies as measured by responses to scenario situations. Results indicated that both Achievement and Dependability were negatively related to destructive behavioral intentions. As hypothesized, the relationship between Achievement and constructive behavioral intentions was significantly higher than the relationship between Dependability and constructive behavioral intentions. Contributions, limitations, and suggestions for future research are discussed.     

Returning to Work Following Childbirth: The Relationship Between Intentions and Behavior

College women's intentions to return to work following childbirth were compared to behavior 10 years later. Using an Ajzen-Fishbein model, college intentions were significantly related to how soon a mother returned to work after the birth of her first child. The amount of variance explained was significant for intentions and behavior. College intentions were influenced by perceived consequences, approval of significant referents, and personal control. Return to work was predicted by intention to do so, even though the behavior occurred an average of seven years after the intention was declared. This behavior was more likely to occur among those who had a sense of personal control.     

Testing Behavioral Consistency and Coherence with the Situation-Response Measure of Achievement Motivation

The Situation-Response (S-R) Measure of Achievement Motivation was developed to analyze the cross-situational consistency of achievement-related behavior. This measure was based on a conceptualization of achievement motivation that included the following three components: need to achieve, need to avoid failure, and perceived self-efficacy. Data obtained from 246 college students provided evidence for the validity of the new instrument. However, exploratory factor analyses performed on the items in the instrument indicated the presence of only two factors, namely Striving and Apprehensiveness. Regression analyses further indicated the possible inappropriateness of a theoretically-based difference score, which combined the striving and apprehensiveness composites into a resultant tendency. Confirmatory factor analysis was used to test behavioral consistency of the responses to the S-R measure. Although all of the models tested had relatively poor fits with the data, the results (a) provided evidence for item-specific covariation that inflated the cross-situational correlations among the achievement-related composites of the S-R measure, and (b) indicated, after this item-specific covariation had been partialled out, a lack of support for second-order factors representing general achieving tendencies across situations. A final set of analyses indicated the presence of three distinct types of response patterns. These types were tentatively called socially anxious, cynically motivated, and anxiously striving. It was found that membership in one of these subgroups was more informative of an individual's pattern of achievement motivation than conventionally used personality tests.     

Predicting Mothers' Intentions to Limit Frequency of Infants' Sugar Intake: Testing the Theory of Planned Behavior1

This study examines the ability of the Theory of Planned Behavior to account for mothers' intentions to limit the frequency of their infants' sugar consumption. One group of mothers (experimental) was exposed to a dental health education program designed to promote this behavior, the other (control) group was not. Each group of mothers was interviewed twice; the intervention was delivered to mothers in the experimental group immediately after their first interview. The interviews incorporated measures of the key constructs in the Theory of Planned Behavior (attitudes to behavior, subjective norms, perceived behavioral control, and behavioral intentions). Results indicated that the addition of perceived behavioral control resulted in small but significant increments in the amount of explained variance in intentions, thereby supporting the theory. Although the change in intentions to perform the advocated behavior was not significantly greater in the experimental group than in the control group, there was a significant change in attitudes to the behavior in the experimental group but no such change in the control group. Moreover, amount of change in behavioral intentions was significantly correlated with amount of change in attitudes, but not with amount of change in subjective norms or perceived behavioral control. Analysis of behavioral beliefs indicated that the attitude change reflected a change in a specific behavioral belief that was targeted in the intervention. Further analyses focused on the role played by direct experience of the behavior and show that such experience tended to enhance the role of perceived behavioral control in intention formation, apparently because mothers who have older children have discovered that they have relatively little control over frequency of child's sugar consumption. The implication of these results for the Theory of Planned Behavior are discussed.     

Understanding Seat-Belt Intentions and Behavior: A Decision-Making Approach1

In an experimental study designed to investigate a decision-making model of seat-belt use, 227 employees of an agrochemical company participated in a health information program in which they watched either a videotape on seat belts or a control videotape and completed questionnaires immediately afterward and at 3 months and 1 year after exposure. In terms of total effects, the seat-belt videotape influenced beliefs, fear, and intentions assessed immediately after exposure, but had no effect on self-reported frequency of belt use at 3 months or 1 year. A full path analysis indicated some support for the decision-making model. In particular, probability difference (the perceived reduction in risk of death or serious injury due to wearing a belt) had a large influence on intentions to wear a belt and partly mediated the effect of the videotape on intentions. Reported frequency of belt use at 3 months was influenced both by post-test intentions and by initial frequency of belt use. Similarly, belt use at 1 year was affected by belt use at 3 months and by initial belt use. The findings are discussed in terms of the role of subjective probabilities and habitual factors in seat-belt use.     

A Comparison of Health Behavior Constructs: Social Psychological Predictors of AIDS-Preventive Behavioral Intentions

The present study focused on predicting AIDS-preventive behavioral intentions (i. e., intentions to discuss AIDS-related information and to use condoms) from constructs taken from the health belief model, the theory of reasoned action/planned behavior, and social cognitive theory. Questionnaire data were collected from 124 undergraduates using scales from previously published work as well as some new measures designed for this study. Perceived behavioral control, perceived risk, attitudes, self-efficacy, subjective norms, negative expected outcomes, and perceived severity of HIV infection were correlated with at least one intention measure; but regression analyses showed that perceived behavioral control was the strongest independent predictor of condom use intentions and of intentions to discuss AIDS information with a partner. Implications for theory and application are discussed.     

Health Beliefs and Intentions: Predictors of Return Compliance in a Tuberculosis Detection Drive1

A prospective design was employed to study the ability of various factors to predict return compliance in a tuberculosis detection drive. Five hundred fiftythree participants in the drive were asked to complete a questionnaire tapping their views of TB (based on the Health Belief Model) and their intentions to return for the recommended skin test reading. Behavioral intention was found to be an important predictor of return rates, and the inclusion of the HBM variables aided in the classification noncompliers. Practical and theoretical implications of these findings are discussed.     

Social Cognitions and Past Behavior as Predictors of Behavioral Intentions Related to Cardiovascular Health

The present study assessed the usefulness of social cognitions shared by several health behavior models for predicting behavioral intentions regarding cardiovascular health, independent of past/current behavior. Over 800 adolescents were administered a cross-sectional survey measuring intentions (regarding cigarette use, fat consumption, physical exercise), social cognitions (severity, vulnerability, benefits, self-efficacy), and past/current behavior. Hierarchical regression analyses, controlling for past/current behavior, showed a varied predictive profile across behavioral intentions. Severity estimates predicted intended cigarette use and fat consumption, while perceived benefits predicted intended physical activity. However, self-efficacy predicted intentions consistently. Collectively, social cognitions contributed an additional 0.8%, 2.5%, and 11. 6%, of the variance in smoking, dietary fat, and exercise intentions, over and above past/current behavior. Theoretical and practical implications are considered.     

Effects of Patients' Age,Gender, and Depression on Medical Students' Beliefs,Attitudes, Intentions,and Behavior1

This study examines the effects of patient age, gender, and depression on 88 advanced medical students' beliefs, attitudes, intentions, and behavior. Each subject heard an audiotaped patient portrayal. Patient age (32 or 67 years), gender, and depressive symptoms varied in a 2 × 2 × 2 between-subjects factorial design. All of the patients reported the same symptoms except that half of them also presented symptoms of depression. Questionnaires assessed beliefs about the patient's condition, attitudes toward the patient, treatment intentions, and recall of patient information. Expectations of an age bias were not substantiated. Females were rated less seriously ill, less likely to require laboratory tests, and more likely to receive medication than males. Among depressed patients, counseling and reassurance were more likely for females, and a nonpsychiatric consult was more likely for males. Recall of the symptoms presented was better for depressed patients. The implications for medical practice are discussed.     

Prediction and Cross-Situational Consistency of Daily Behavior across Cultures: Testing Trait and Cultural Psychology Perspectives

Trait and cultural psychology perspectives on the cross-situational consistency of behavior, and the predictive validity of traits, were tested in a daily process study in the United States (N = 68), an individualistic culture, and the Philippines (N = 80), a collectivistic culture. Participants completed the Revised NEO Personality Inventory (Costa & McCrae, 1992) and a measure of self-monitoring, then reported their daily behaviors and associated situational contexts for approximately 30 days. Consistent with trait perspectives, the Big Five traits predicted daily behaviors in both cultures, and relative (interindividual) consistency was observed across many, although not all, situational contexts. The frequency of various Big Five behaviors varied across relevant situational contexts in both cultures and, consistent with cultural psychology perspectives, there was a tendency for Filipinos to exhibit greater situational variability than Americans. Self-monitoring showed some ability to account for individual differences in situational variability in the American sample, but not the Filipino sample.     

Everyday Problem Solving: Experience, Strategies, and Behavioral Intentions

Experience and strategic flexibility predict performance on solving hypothetical everyday problems, although their relation to real-world behavior is largely unknown (e.g., M. Diehl, S. L. Willis, & K. W. Schaie, 1995). Moreover, few studies have examined highly salient, rare-event problems such as relocation decisions. This study tested whether experience and strategic flexibility, in addition to demographic variables, were related to intentions to relocate. Ninety-five adults (M age = 72.1 years) completed problem-solving vignettes, provided information regarding previous experience with problems related to living arrangements, and stated personal relocation intentions. Logistic regression analyses showed that both experience (Odds Ratio (OR) = 40.6) and the number of strategies generated (OR= 3.0) were significantly associated with an increased likelihood of considering a late-life relocation. The benefits of linking lab-based assessments of everyday problem solving to real-world behavior are discussed.     

Neuromarketing Research Practices: Attitudes,Ethics, and Behavioral Intentions

As a new addition to the marketing research toolbox, neuromarketing science has given rise to a variety of questions relevant to consumer perceptions of this nascent area of investigation. Neuromarketing researchers are dependent on consumer involvement as research participants, and finding means to educate the public about neuromarketing is a priority for professionals working in the field. This article describes the results of two online questionnaire studies focused on the role of personal constructs presumed to underlie perceptions of neuromarketing research. The findings point to neuromarketing research knowledge, attitudes toward science, attitudes toward technology, and ethical ideology as important factors linked to neuromarketing research attitudes, perceptions of the ethicality of neuromarketing research, and willingness to participate in neuromarketing studies. We discuss the implications of our findings for educating the public about neuromarketing research and encouraging research participation, and we conclude by suggesting directions for future research.     

Safe and Unsafe Sexual Intentions and Behavior: The Effects of Norms and Attitudes1

A study of 85 heterosexual men, 85 heterosexual women, and 82 homosexual men was undertaken to examine the variables that influence intentions to engage in different sexual practices and actual sexual behavior. On the basis of Fishbein and Ajzen's (1975) theory of reasoned action, it was predicted that the strength of intentions would be related to whether behavior was in accord with intentions. Consistent with expectations, the strength of intention to engage in six different sexual practices (e. g., vaginal intercourse, anal intercourse, oral sex) and the three strategies that modify the risk of HIV transmission (sex with an exclusive partner, sex wearing a condom, and looking for a new partner) predicted actual behavior. Second, it was proposed that attitudes toward one's sexual practices and norms would be related to intentions to engage in safe sex. To reflect differential levels in the safety of behavioral intentions, five safety intention groups were formed: (a) nonpenetrative sex, (b) penetrative sex in an exclusive relationship with a condom, (c) penetrative sex in an exclusive relationship without a condom, (d) penetrative sex in a nonexclusive relationship with a condom, and (e) penetrative sex in a nonexclusive relationship without a condom. Norms, rather than attitudes, distinguished the five safety intention groups. the groups intending to engage in safe sex (nonpenetrative sex or penetrative sex with a condom) perceived lower levels of social approval for their sexual practices than the noncondom groups. Additional analyses showed that past behavior had a stabilizing effect on the intention-behavior relationship, but only for the nonpenetrative and noncondom safety intention groups.     

Men's and Women's Beliefs about the Influence of the Menstrual Cycle on Academic Performance: A Preliminary Study1

A preliminary investigation of beliefs about the influence of the menstrual cycle on work performance was conducted. Undergraduate students were asked to make a pass/fail decision about a borderline exam mark based on a wide variety of educational, medical, and personal information about the candidate and to rate the importance of various factors in their decisions. Three versions of the questionnaire were used, varying only in the menstrual cycle status of the examinee. The results showed that students do believe that the premenstrual and, particularly, menstrual phases have a negative impact on performance. However, in this context, they were considered of minor importance compared with educational and personality factors.     

How Television News Viewers Deal with Facts that Contradict Their Beliefs: A Consistency and Attribution Analysis1

This study was conducted to investigate the effect of a counterattitudinal news story on the perceived credibility of a television newscaster. In the basic 2 × 2 design, subjects, who were either pro-student or pro-police, viewed a newscast in which either students or police were blamed for initiating a violent confrontation. The results indicated that subjects, for whom the newscast's conclusion was counterattitudinal (as compared to those for whom the conclusion was consistent with initial student-police attitudes), rated the newscast as less objective, rated the newscaster as less credible and more intending to persuade, and attributed to the newscast and newscaster more extreme political positions consistent with the newscast's conclusions The implications of these results for the problem of newscaster credibility are discussed, as are the connections between the present results and previous research on communicator credibility.     

Preventing Nuclear War: Beliefs and Attitudes as Predictors of Disarmist and Deterrentist Behavior1

A survey of peace activists, defense industry workers and psychology students (n= 283) was conducted to evaluate the usefulness of Protection Motivation Theory (Maddux & Rogers, 1983; Rogers, 1975) for predicting the extent and direction (Disarmist vs. Deterrentist) of respondents' efforts to prevent nuclear war. Regression analyses showed that the Protection Motivation model did account for a significant proportion of the variance in disarmist behavior, and that extending the model to include a measure of belief in the inevitability of war improved the model's predictive power. The model did not predict deterrentist advocacy, an outcome that suggests that activism in support of nuclear deterrence may be a response to a perceived threat from an “enemy” rather than a response to the threats represented by nuclear weapons and preparations for war.     

Examining the Relationships Between Voting Behavior, Intention, Perceived Behavioral Control, and Expectation

The theory of reasoned action (Ajzen & Fishbein, 1980) and the theory of planned behavior (Ajzen, 1985) are compared in terms of predictive validity and a comparison between behavioral expectation (BE) and behavioral intention (BI) as the immediate antecedent of behavior is offered. In addition, the relationships between attitude-toward-the-act (Aacf), subjective norm (SN), and perceived behavioral control (PBC) as predictors of BE are examined. Results indicate that the theory of planned behavior is a better predictor of intention than the theory of reasoned action and that BI is a stronger predictor of behavior than BE. The results also suggest that Aact, SN, and PBC are better predictors of BI than of BE and that development of a behavioral plan moderates the Aact-BI-B relations.