Eliciting salient beliefs in research on the theory of planned behaviour: The effect of question wording

The authors of the theory of reasoned action (TRA) and its extension, the theory of planned behaviour (TPB) recommend that researchers who use these theories to investigate the determinants of a given behaviour should first conduct an elicitation study to identify the modal salient beliefs in the target population. In spite of the importance accorded to salient beliefs by the TRA/TPB, the elicitation stage has received little research attention. This paper reports a detailed analysis of beliefs about “being more physically active in the next 12 months.” A general population sample of 213 adults completed a questionnaire while attending a research centre for a series of tests. The findings showed that the beliefs that were elicited by questions designed to prompt affective outcomes (like or enjoy, dislike or hate) differed systematically from those that were elicited by the traditional questions designed to prompt instrumental out-comes (advantages and disadvantages). Whether this resulted in different final sets of modal salient beliefs was found to depend on the particular decision rule that was employed. An alternative decision rule is proposed, based on maximizing the degree of overlap between the modal set and the full set of salient beliefs generated by the sample. The index of overlap can be used to gauge the adequacy of using a modal set of a given size to represent the salient beliefs of the whole sample. In the current dataset, the optimal modal set for “advantages and disadvantages” was associated with only 26 percent overlap with the salient beliefs of the whole sample, which was judged to be insufficient. In such cases, a better strategy may be to ask participants to generate and rate their own beliefs.     

From attitudes to behaviour: Basic and applied research on the theory of planned behaviour

The present article traces the development of the theory of planned behaviour, from early research on the attitude-behaviour relationship through the theory of reasoned action. In particular, it is argued that a perceived lack of correspondence between attitude and behaviour led to examination of variables that either moderated (e.g., attitude strength, measurement correspondence) or mediated (behavioural intention) the relationship between attitudes and behaviour. Several meta-analytic reviews provide strong empirical support for the theory of planned behaviour, yet several applied and basic issues need to be resolved. The six papers that make up the remainder of this special issue address several of these issues.     

From attitudes to behaviour: Basic and applied research on the theory of planned behaviour

The present article traces the development of the theory of planned behaviour, from early research on the attitude-behaviour relationship through the theory of reasoned action. In particular, it is argued that a perceived lack of correspondence between attitude and behaviour led to examination of variables that either moderated (e.g., attitude strength, measurement correspondence) or mediated (behavioural intention) the relationship between attitudes and behaviour. Several meta-analytic reviews provide strong empirical support for the theory of planned behaviour, yet several applied and basic issues need to be resolved. The six papers that make up the remainder of this special issue address several of these issues.     

The theory of planned behaviour: Reactions and reflections

The seven articles in this issue, and the accompanying meta-analysis in Health Psychology Review [McEachan, R.R.C., Conner, M., Taylor, N., & Lawton, R.J. (2011). Prospective prediction of health-related behaviors with the theory of planned behavior: A meta-analysis. Health Psychology Review, 5, 97–144], illustrate the wide application of the theory of planned behaviour [Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211] in the health domain. In this editorial, Ajzen reflects on some of the issues raised by the different authors. Among the topics addressed are the nature of intentions and the limits of predictive validity; rationality, affect and emotions; past behaviour and habit; the prototype/willingness model; and the role of such background factors as the big five personality traits and social comparison tendency.     

The theory of planned behaviour: reactions and reflections

The seven articles in this issue, and the accompanying meta-analysis in Health Psychology Review [McEachan, R.R.C., Conner, M., Taylor, N., & Lawton, R.J. (2011). Prospective prediction of health-related behaviors with the theory of planned behavior: A meta-analysis. Health Psychology Review, 5, 97-144], illustrate the wide application of the theory of planned behaviour [Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211] in the health domain. In this editorial, Ajzen reflects on some of the issues raised by the different authors. Among the topics addressed are the nature of intentions and the limits of predictive validity; rationality, affect and emotions; past behaviour and habit; the prototype/willingness model; and the role of such background factors as the big five personality traits and social comparison tendency.     

Modelling the theory of planned behaviour and past behaviour

This paper demonstrated two modelling techniques and three interpretations for the inclusion of past behaviour in a theory of planned behaviour (TPB) framework using structural equation modelling. Model 1 examined past behaviour as either a causal influence or as an autoregressive influence on current behaviour. Model 2 demonstrated a novel approach to including past behaviour and current behaviour while preserving the tenets of the TPB, as it freed the residual correlation between past and present behaviour but not the causal path. Participants were 305 undergraduate students (mean age?=?19.42 years) who completed measures of the TPB, past exercise behaviour and current exercise behaviour at one-month follow-up. Results demonstrated the importance of a priori conceptualization of past behaviour, as the models provide differences between estimated coefficients. Subsequent interpretation and decision to use each modelling strategy depends on the research objective and theory.     

The influences of intrinsic motivation on execution of social behaviour within the theory of planned behaviour

The present study examined the utility of two forms of measurement of intrinsic motivation in increasing the predictive validity of the theory of planned behaviour. Self‐report questionnaires were administered to school pupils (n = 174), University students (n = 129) and adults (n = 157). The data were analysed using confirmatory factor analysis and regression analysis. Confirmatory analysis supported discriminant validity between Forms A and B measures of intrinsic motivation. In addition, hierarchical regression analysis demonstrated that Form B measure of intrinsic motivation increased effectiveness of the theory of planned behaviour in predicting intentions and social behaviour. Further, the regression analysis showed that age and past behaviour did not reduce the effects observed for intrinsic motivation. It is recommended that intrinsic motivation could increase the predictive utility of the theory of planned behaviour. Copyright © 2006 John Wiley & Sons, Ltd.     

The effect of self‐identity alongside perceived importance within the theory of planned behaviour

Self‐identity often predicts behavioural intentions after standard theory of planned behaviour (TPB) components are accounted for. However, it has been claimed this is due to conceptual similarity between self‐identity and perceived importance of the behaviour. We examined this claim within the context of recycling food waste. Participants (N = 113) completed questionnaires assessing intentions, attitude, perceived behavioural control, perceived norms, perceived importance, self‐identity, and past behaviour. Confirmatory factor analysis indicated that self‐identity and perceived importance were distinct constructs. Further, after accounting for TPB components and perceived importance, self‐identity explained a significant amount of additional variance in intentions. The present findings therefore do not support this particular argument against the predictive utility of self‐identity.     

Predicting uptake of housing services: The role of self-categorization in the theory of planned behaviour

The theory of planned behaviour (TPB) and self-categorization theory (SCT) were used to predict homeless people’s (n = 80) uptake of housing support services. Homeless people’s uptake behaviour was measured one year after a TPB/SCT-based interview schedule was administered. Congruent with previous research, TPB variables were influential predictors of both intention and behaviour. However, the addition of self-categorization variables, such as friendship group norms and identification as a housing support service user, significantly increased the rate prediction for both intention and behaviour, respectively. The implications of the research are firstly, that social cognition models are useful for understanding uptake of housing support services; and secondly, the addition of self-categorization variables aids in exploring the central role that social norms play in understanding the uptake of these services. These findings are discussed in terms of their impact on theory and practice.     

Predicting uptake of housing services: The role of self-categorization in the theory of planned behaviour

The theory of planned behaviour (TPB) and self-categorization theory (SCT) were used to predict homeless people’s (n = 80) uptake of housing support services. Homeless people’s uptake behaviour was measured one year after a TPB/SCT-based interview schedule was administered. Congruent with previous research, TPB variables were influential predictors of both intention and behaviour. However, the addition of self-categorization variables, such as friendship group norms and identification as a housing support service user, significantly increased the rate prediction for both intention and behaviour, respectively. The implications of the research are firstly, that social cognition models are useful for understanding uptake of housing support services; and secondly, the addition of self-categorization variables aids in exploring the central role that social norms play in understanding the uptake of these services. These findings are discussed in terms of their impact on theory and practice.     

Self‐schemas and the theory of planned behaviour

This paper argues that empirical, conceptual, and statistical difficulties characterise previous demonstrations that self‐schemas moderate the relationship between intentions and behaviour. A longitudinal study (n=163) was designed to overcome limitations of previous research. Theory of planned behaviour variables, past behaviour, and self‐schemas were assessed in relation to exercise. Behaviour was followed up two weeks later. Findings showed that self‐schemas moderated the intention–behaviour relation such that schematics were more likely to enact their intentions to exercise compared to unschematics. Evidence suggested that the importance dimension of self‐schema measures was responsible for the moderator effect. Self‐schemas were also associated with improved prediction of behavioural intentions after controlling for the other predictors. Copyright © 2000 John Wiley & Sons, Ltd.     

The role of context and timeframe in moderating relationships within the theory of planned behaviour

This study examined the moderating effect of context and timeframe on the predictive ability of Theory of Planned Behaviour (TPB) constructs. Three hundred and eighty-three students completed TPB measures either in a campus bar or a library and were randomly allocated to one of three timeframe conditions: tonight, tomorrow or next week. There was a three-way interaction such that the subjective norms of participants in a bar were more predictive of their intentions to binge drink that night, whereas the subjective norms of participants in a library were less predictive of intentions to binge drink that night. This research provides empirical evidence that ignoring context may result in underestimation of the importance of normative factors in binge drinking. It also suggests that other research utilising the TPB needs to take greater account of the impact of context of data collection, which has been neglected to date.     

The role of context and timeframe in moderating relationships within the theory of planned behaviour

This study examined the moderating effect of context and timeframe on the predictive ability of Theory of Planned Behaviour (TPB) constructs. Three hundred and eighty-three students completed TPB measures either in a campus bar or a library and were randomly allocated to one of three timeframe conditions: tonight, tomorrow or next week. There was a three-way interaction such that the subjective norms of participants in a bar were more predictive of their intentions to binge drink that night, whereas the subjective norms of participants in a library were less predictive of intentions to binge drink that night. This research provides empirical evidence that ignoring context may result in underestimation of the importance of normative factors in binge drinking. It also suggests that other research utilising the TPB needs to take greater account of the impact of context of data collection, which has been neglected to date.     

Conceptual overlap between moral norms and anticipated regret in the prediction of intention: Implications for theory of planned behaviour research

Moral norms and anticipated regret are widely used extensions to the theory of planned behaviour, yet there is some evidence to suggest that these constructs may conceptually overlap as predictors of intention. Two health-related behaviours with distinct moral implications (Study 1: organ donation registration, N?=?352 and Study 2: condom usage, N?=?1815) were therefore examined to ascertain whether moral norms and anticipated regret are indeed conceptually distinct. While evidence consistent with conceptual overlap was identified in Study 1, the evidence for such overlap in Study 2 was more ambiguous. In Study 3, a meta-analysis of existing literature revealed that the relationship between moral norms and anticipated regret was moderated by the extent of the moral implications arising from the behaviour under examination. Taken together, these findings suggest that conceptual overlap between moral norms and anticipated regret is more likely to occur among behaviours with obvious moral implications. Researchers wishing to examine the predictive utility of moral norms and anticipated regret among such behaviours would therefore be advised to aggregate these measures to form a composite variable (personal norms).     

Expectations of reducing fat intake: The role of perceived need within the theory of planned behaviour

Abstract

Dietary fat intake has been implicated in the causation of major diseases including coronary heart disease and cancer. Hence, current recommendatioris to improve health emphasise the reduction of fat intake (COMA, 1991). The present study investigated the effect of perceived need to reduce fat intake and past behaviour on peoples' expectations of reducing fat intake, using the framework of the Theory of Planned Behaviour (TPB) (Ajzen, 1985; 1991). The effects of estimated fat intake and body weight on perceived need to reduce were also investigated. One hundred and fifty-two adults completed a four-day weighed dietary record and completed a questionnaire based on the TPB. Perceived need to reduce fat intake, cognitive and affective components of attitude and past behaviour wm found to be significant predictors of expectation of reducing fat intake. Perceived body weight and estimated fat intake were significant predictors of perceived need to reduce fat intake. The implications of these findings for health promotion policy are discussed.     

The theory of planned behaviour and breast self-examination: Assessing the impact of past behaviour,context stability and habit strength

This study applied the theory of planned behaviour (TPB) to the prediction of breast self-examination (BSE) intentions and behaviour, and tested whether the frequency of past behaviour and context stability moderates intention–behaviour and habit–behaviour relations. Seventy-seven females completed measures of the TPB, frequency of past behaviour, context stability and habit strength (Self-Report Habit Index). BSE behaviour was assessed at 1-month follow-up (n?=?66). The TPB explained 33% of the variance in BSE intentions and 11% of the variance in time 2 BSE. The frequency of past behaviour moderated the intention–behaviour relationship such that the intention was only positively related to time 2 BSE behaviour when the frequency of past behaviour was low. Context stability and the combination of the frequency of past behaviour?×?context stability moderated the habit–behaviour relationship such that habit strength was only positively related to time 2 BSE behaviour when context stability and the combination of frequency of past behaviour?×?context stability were high. The results are consistent with the proposal that behaviours that are performed frequently in stable contexts are predominantly under the control of habitual processes, whereas behaviours that are performed infrequently in unstable contexts are predominantly under the control of intentional processes.     

The theory of planned behaviour and breast self-examination: assessing the impact of past behaviour, context stability and habit strength

This study applied the theory of planned behaviour (TPB) to the prediction of breast self-examination (BSE) intentions and behaviour, and tested whether the frequency of past behaviour and context stability moderates intention-behaviour and habit-behaviour relations. Seventy-seven females completed measures of the TPB, frequency of past behaviour, context stability and habit strength (Self-Report Habit Index). BSE behaviour was assessed at 1-month follow-up (n?=?66). The TPB explained 33% of the variance in BSE intentions and 11% of the variance in time 2 BSE. The frequency of past behaviour moderated the intention-behaviour relationship such that the intention was only positively related to time 2 BSE behaviour when the frequency of past behaviour was low. Context stability and the combination of the frequency of past behaviour?×?context stability moderated the habit-behaviour relationship such that habit strength was only positively related to time 2 BSE behaviour when context stability and the combination of frequency of past behaviour?×?context stability were high. The results are consistent with the proposal that behaviours that are performed frequently in stable contexts are predominantly under the control of habitual processes, whereas behaviours that are performed infrequently in unstable contexts are predominantly under the control of intentional processes.     

Young adults' intention to eat healthy food: Extending the theory of planned behaviour

Abstract

The present study predicts adults' intention to eat healthily, using the theory of planned behaviour (TPB) and additive and moderating effects of role identity, group norms and group identification, derived from identity theory and self categorisation theory. A total of 735, 25 years old adults participated in a mailed questionnaire survey in 1997. The TPB explained 52% of the variance in young adults' decision to eat healthily, with perceived behavioural control and subjective norms being the strongest (β= .56, p < .001) and weakest (β = .05, p < .005) determinants, respectively. Although, role identity accounted for an additional amount of 4% of the variance in behavioral intention, past behaviour did not moderate the impact of role identity on intention, as hypothesised. Neither perceived group norm nor group identification added to the prediction of intention over and above the TPB. However, group identification was found to act as a moderator on the relation between group norm and behavioural intention in the predicted direction. The wider social context seems to play a stronger role for the formation of adults' healthy eating decisions than indicated by the TPB.