Predicting the Use of Complementary Medicine: A Test of the Theories of Reasoned Action and Planned Behavior1

The present study employed the theory of reasoned action (TRA) and its extension, the theory of planned behavior (TPB), to investigate the factors underlying intentions and actual use of homeopathy over a 1‐month period. The study was prospective in design; 349 respondents completed a TPB questionnaire during the first phase of data collection, and 139 respondents were contacted (by telephone) in Phase 2 to provide information regarding their use of homeopathy. The findings provided support for the TPB as a predictor of intentions and use of homeopathy, and demonstrated that the model significantly enhanced the predictive utility of the TRA. Attitudes, subjective norms, and perceived control emerged as significant predictors of intention (R²= .49), while intention predicted behavior (R²= .56). In addition, past behavior significantly contributed to the prediction of intention and behavior.     

Predicting Intentions to Conserve Water From the Theory of Planned Behavior,Perceived Moral Obligation,and Perceived Water Right1

This study tested the explanatory power of Ajzen's (1991) theory of planned behavior (TPB), and a modified TPB model including perceived moral obligation (PMO) and perceived water right (PWR), to predict people's intentions to conserve water. The study had 244 government employees who participated. The TPB variables improved the prediction of intention to use less water, but were less successful in predicting intention to install water-efficient appliances. A significant interaction was found between attitude and subjective norm, suggesting that past studies have overlooked moderating effects in the TPB model. In addition to the TPB variables, PWR further improved the prediction of intention to install water-efficient appliances. Results also suggest that water-saving procedures should be differentiated into curtailment and efficiency procedures.     

Action versus inaction: anticipated affect in the theory of planned behavior

Theory of planned behavior (TPB) variables and anticipated affect were assessed in relation to drinking and avoiding alcohol and in relation to eating and avoiding fast food. It was shown that previously reported residual effects of anticipated affect in the prediction of intentions are obtained only when the TPB variables are assessed with respect to one behavior (action or inaction) and anticipated affect is measured in relation to the alternative behavior. When all variables were assessed with respect to the same behavior, anticipated affect made no independent contribution to the prediction of intentions, nor did anticipated affect retain a residual effect when the TPB constructs in relation to the alternative action were included in the prediction equation.     

Studying, Practicing, and Mastering: A Test of the Model of Goal-Directed Behavior (MGB) in the Software Learning Domain

The present study tested the model of goal-directed behavior (MGB). The model proposes that behavioral intentions to perform instrumental behaviors are primarily motivated by desires to perform the acts. In turn, desires mediate the effects of attitudes, subjective norms, perceived control, and anticipated emotions on intentions. Construct validity for MGB variables is assessed, and the predictive utility of the MGB is compared with that of the theory of planned behavior (TPB). College students ( N = 102) provided measures for MGB and TPB variables while participating in a training program to use statistical software. We focused on two goal-related instrumental behaviors: studying handbooks and practicing with the package. The results show that the MGB accounts for a greater proportion of variance in intentions and instrumental behaviors than does TPB. Although desires mediate most of the effects of other predictors on intentions to perform the instrumental behaviors, it is proposed that when the behavior is normatively relevant, or when self-efficacy appraisals play a major role, subjective norms and perceived behavioral control may directly affect intentions.     

Alcohol Consumption and the Theory of Planned Behavior: An Examination of the Cognitive Mediation of Past Behaviorid

This study examined the predictive power of the theory of planned behavior (TPB) in explaining alcohol consumption in 3 prospective samples of students ( Ns = 178. 176. and 159). Generally, the TPB performed well. with attitudes, subjective norms and perceived behavioral control (PBC) explaining between 28% and 46% of the variability in intentions. Intentions and PBC explained between 12% and 50% of the variability in behavior. Measures of self-identity as a "drinker" and past behavior contributed to predictions of intentions over and above the contribution of attitudes. subjective norms. and PBC. Measures of past behavior but not self-identity consistently contributed to predictions of behavior over and above the contributions from intentions and PBC. The direct relationship between past behavior and intention and between past behavior and behavior (independent of the TPB variables or self-identity) could not be attributed to common method variance.     

Application of the Theory of Planned Behavior to Recidivism: The Role of Personal Norm in Predicting Behavioral Intentions of Re‐Offending1

The study is a partial application of the theory of planned behavior (TPB) to the prediction of young offenders’ behavioral intentions to re‐offend. Participants were 152 young offenders who were randomly selected and who completed a self‐report questionnaire assessing the sociocognitive determinants of the TPB and personal norm. It was found that attitudes and perceived behavioral control are necessary factors for the prediction of intentions to re‐offend; while personal norm contributed significantly, yet marginally. The TPB provides a parsimonious way to predict behavioral intentions to re‐offend. Personal norm could be a variable that expands the model when it is applied to the prediction of young offenders’ behavioral intentions to re‐offend.     

Extending the Theory of Planned Behavior: A Review and Avenues for Further Research

This paper describes and reviews the theory of planned behavior (TPB). The focus is on evidence supporting the further extension of the TPB in various ways. Empirical and theoretical evidence to support the addition of 6 variables to the TPB is reviewed: belief salience measures, past behavior/habit, perceived behavioral control (PBC) vs. self-efficacy, moral norms, self-identity, and affective beliefs. In each case there appears to be growing empirical evidence to support their addition to the TPB and some understanding of the processes by which they may be related to other TPB variables, intentions, and behavior. Two avenues for expansion of the TPB are presented. First, the possibility of incorporating the TPB into a dual-process model of attitude–behavior relationships is reviewed. Second, the expansion of the TPB to include consideration of the volitional processes determining how goal intentions may lead to goal achievement is discussed.     

Me, My Mobile, and I: The Role of Self- and Prototypical Identity Influences in the Prediction of Mobile Phone Behavior

This study examined the effect of and relationship between self- and prototypical identity influences on high-level mobile phone use from a theory of planned behavior (TPB) perspective. Participants were 252 university students who completed 2 questionnaires, 1 week apart. The first questionnaire assessed the standard TPB constructs (attitude, subjective norm, perceived behavioral control), as well as self- and prototypical identity influences. The second questionnaire assessed level of mobile phone use in the previous week. Support was found for the TPB in predicting high-level mobile use intentions and behavior. Self-identity and prototype similarity, but not prototype favorability, also significantly predicted intentions. The effects of prototype similarity on intentions were mediated via self-identity processes.     

Problem Drinking: A Problem for the Theory of Reasoned Action?1

The present study examined the sufficiency of the theory of reasoned action (TRA) to predict intention and behavior with respect to problem drinking, as well as the ability of the theory of planned behavior (TPB) to predict intention and behavior over and above the TRA. The role of perceived control in the TPB was also examined. A 12-year longitudinal study on alcohol and drug use attitudes and behavior provided the context for this investigation. Two criterion variables were examined: intention to get drunk and frequency of getting drunk. It was hypothesized that heavier drinkers would perceive less control over their drinking. Coincidentally, the TRA, which assumes the behavior being predicted is volitional, would become less predictive as drinking became heavier. Furthermore, the TPB, which extends the TRA to include perceived (volitional) control over the behavior would be more predictive of intention and behavior than the TRA. All three hypotheses were supported. In addition, perceived control proved to be differentially predictive for nonproblem and problem drinkers. Specifically, perceived control contributed to the prediction of intention to get drunk for nonproblem drinkers, but to the prediction of behavior (frequency of getting drunk) for problem drinkers. Implications of these results for theory development and application are discussed.     

Measuring implementation intentions in the context of the theory of planned behavior

The usefulness of measuring implementation intentions in the context of the theory of planned behavior (TPB) was explored among 112 Norwegian college students. They responded to a questionnaire measuring past behavior, perceived behavioral control, behavioral intentions, implementation intentions, and actual performance of regular exercising and recycling of drinking cartons. Implementation intentions were measured using five items relating to recycling and four items relating to exercise, which showed satisfactory internal consistencies. Consistent with the main prediction, the presence of implementation intentions was related to performing the two behaviors, although behavioral intentions were the strongest determinant for both behaviors. The results suggest that the TPB may benefit from inclusion of the concept of implementation intentions to provide a more complete understanding of the psychological process in which motivation is translated into action.     

To Be a Donor or Not to Be? Applying an Extended Theory of Planned Behavior to Predict Posthumous Organ Donation Intentions

Using a theory of planned behavior (TPB) perspective, individual intentions to register and discuss the decision of organ donation with significant others were examined. In addition to standard TPB variables (attitude, subjective norm, and perceived behavioral control [PBC]), self-identity and moral norm were incorporated into the TPB as predictors. Australian university students ( N  = 303) completed a survey comprising standard and additional TPB constructs. Separate analyses were conducted for both registered and nonregistered participants. In general, results provide support for the extended TPB model in predicting intentions to register and discuss the donation decision, with the exceptions that self-identity did not predict discussion intentions for either registered or nonregistered participants, and PBC did not predict discussion intentions for nonregistered participants.     

The Theory of Planned Behavior and Breast Self-Examination: Distinguishing Between Perceived Control and Self-Efficacy

This paper reports an application of the theory of planned behavior (TPB) to the prediction of breast self-examination (BSE) intentions and behavior. The study also considered the distinction between perceived control and self-efficacy within the TPB and the additional predictive utility of past behavior. A sample of 95 women completed questionnaires based on the TPB and were followed up at 1 month. Support for the distinction between perceived control and self-efficacy was provided by principal components analysis. The TPB was found to be highly predictive of intention to perform BSE and subsequent BSE behavior. Regression analyses revealed self-efficacy and attitude to be predictive of intention to perform BSE. Intention, in turn, was the sole predictor of BSE at 1-month follow-up. Past behavior was found to explain additional variance in intention, but not BSE behavior at 1-month follow-up. The results are discussed in relation to the conceptual status of the perceived behavioral control construct, and the practical implications of the results are highlighted.     

A Tale of Two Cities: Predicting Homeless People's Uptake of Outreach Programs in London and New York

Two studies involved structured interviews with 203 homeless people to examine the impact of sociodemographic variables, prior behavior, and the theory of planned behavior (TPB) variables, attitudes, subjective norms, perceived behavioral control, and intention, on uptake of outreach services. Study 1 was conducted in London, and Study 2 involved a comparable sample in New York. In line with previous research, the psychological variables accounted for more variance than the sociodemographic variables, and there was no evidence that the effects of TPB variables were moderated by sociodemographics. In London intentions and behavior were most affected by perceived control and subjective norms. In New York they were most affected by perceived control and attitude. These differences may be attributable to different institutional structures and opportunities for service uptake in the two cities. Sensitivity of the TPB to social context and implications for intervention strategies are discussed in light of these differences.     

Comparing two theories of health behavior: a prospective study of noncompletion of treatment following cervical cancer screening.

Some women receiving abnormal cervical screening tests do not complete recommended treatment. A prospective study (N = 660) investigated the value of conceptualizing attendance at colposcopy for treatment as either (a) an active problem-solving response to a health threat, motivated by attitudes toward an abnormal result, as implied by self-regulation theory (H. Leventhal, D. Meyer, & D. Nerenz, 1980); or (b) as a behavior motivated by attitudes toward clinic attendance, as implied by the theory of planned behavior (TPB; I. Ajzen, 1985). Responses to questionnaires containing variables specified by these models were used to predict women's subsequent attendance or nonattendance for treatment over the following 15 months. Although the TPB offered superior prediction of intentions and completion of treatment, discriminant function analyses showed that consideration of both models was important in distinguishing between those who attended all their appointments as scheduled, attended after being prompted, or ceased attending. Implications for measurement and theory in health protection are discussed.     

Organ donation intentions and behaviors: application and extension of the theory of planned behavior

Organ donation intentions and behaviors were investigated using a traditional and extended theory of planned behavior (TPB). In study 1, attitudes, subjective norms, and perceived behavioral control were associated with intentions to engage in donation behaviors in a student sample (all p ≤ .02), and intentions significantly predicted behavior 2 months later (p < .001). Study 2 utilized a community sample of Catholic, Jewish, and Muslim individuals. Measures of affect and religious attitudes were added to the traditional TPB, increasing the variance in intentions accounted for by the model, F(7, 181) = 6.94, p < .001. The studies support the use of an extended TPB in predicting donation‐related intentions and behaviors and suggest potential targets of interventions to promote donation.     

Expanding the Affective and Normative Components of the Theory of Planned Behavior: A Meta‐Analysis of Anticipated Affect and Moral Norms

Meta‐analysis was used to determine the predictive validity of anticipated affect and moral norms in the theory of planned behavior (TPB; Ajzen, 1991 ). Medium‐to‐large sample‐weighted average correlations were obtained. Anticipated affect and moral norms increased the variance explained in intentions by 5% and 3%, respectively, controlling for TPB variables. Intention mediated the influence of both variables on behavior. Moderator analyses showed that younger samples and behaviors with a moral dimension were associated with stronger moral‐norm/intention relations, and anticipated regret was associated with a stronger anticipated‐affect/intention relation. The implications of the findings for the TPB are discussed.     

The role of self-efficacy in predicting rule-following behaviors in shelters for homeless youth: a test of the theory of planned behavior

Through a prospective study of 70 youths staying at homeless-youth shelters, the authors tested the utility of I. Ajzen's (1991) theory of planned behavior (TPB), by comparing the constructs of self-efficacy with perceived behavioral control (PBC), in predicting people's rule-following behavior during shelter stays. They performed the 1st wave of data collection through a questionnaire assessing the standard TPB components of attitudes, subjective norms, PBC, and behavioral intentions in relation to following the set rules at youth shelters. Further, they distinguished between items assessing PBC (or perceived control) and those reflecting self-efficacy (or perceived difficulty). At the completion of each youth's stay at the shelter, shelter staff rated the rule adherence for that participant. Regression analyses revealed some support for the TPB in that subjective norm was a significant predictor of intentions. However, self-efficacy emerged as the strongest predictor of intentions and was the only significant predictor of rule-following behavior. Thus, the results of the present study indicate the possibility that self-efficacy is integral to predicting rule adherence within this context and reaffirm the importance of incorporating notions of people's perceived ease or difficulty in performing actions in models of attitude-behavior prediction.     

Factors Influencing Ethical Intentions Among Future Accounting Professionals in the Caribbean

Ethical decision-making is an important function among accountants. This paper sought to determine the factors influencing the ethical intentions of future accounting professionals. Specifically, this study tested the applicability of the theory of reasoned action (TRA), theory of planned behavior (TPB) and the extended model of the theory of planned behavior (ETPB) in predicting accounting students’ intentions to act unethically (breaching confidentiality and charging expenses). Data was collected via a survey questionnaire from 298 accounting students at a Caribbean university. Results revealed that the independent variables (attitudes, subjective norms, perceived behavioral control and moral obligation) significantly predicted students’ intentions to breach confidentiality and charge personal expenses. Our findings show that the ETPB is a good predictor of ethical intentions among future accounting professionals.     

Prediction of goal-directed behavior: Attitudes,intentions, and perceived behavioral control

A proposed theory of planned behavior, an extension of Ajzen and Fishbein's (1980, Understanding attitudes and predicting social behavior. Englewood-Cliffs, NJ: Prentice-Hall) theory of reasoned action, was tested in two experiments. The extended theory incorporates perceived control over behavioral achievement as a determinant of intention (Version 1) as well as behavior (Version 2). In Experiment 1, college students' attendance of class lectures was recorded over a 6-week period; in Experiment 2, the behavioral goal was getting an “A” in a course. Attitudes, subjective norms, perceived behavioral control, and intentions were assessed halfway through the period of observation in the first experiment, and at two points in time in the second experiment. The results were evaluated by means of hierarchical regression analyses. As expected, the theory of planned behavior permitted more accurate prediction of intentions and goal attainment than did the theory of reasoned action. In both experiments, perceived behavioral control added significantly to the prediction of intentions. Its contribution to the prediction of behavior was significant in the second wave of Experiment 2, at which time the students' perceptions of behavioral control had become quite accurate. Contrary to expectations, there was little evidence for interactions between perceived behavioral control and the theory's other independent variables.