Differential effects of mood on information processing: evidence from the theories of reasoned action and planned behaviour

The theories of reasoned action and planned behaviour continue to receive considerable research attention, despite criticisms of their ‘asocial’ conceptualisation and the rational decision‐making approach. Two studies were designed to assess the impact of induced mood on condom use (Study 1) and food choice (Study 2). Both studies provided support for application of the theory of reasoned action to health‐related behaviour, and for differential effects of mood on information processing. Study 1 provided support for problem‐focus theory, with attitudes (but not subjective norm) predicting intention in the negative mood condition. The opposite pattern of findings held for the positive mood condition (i.e. only subjective norm predicted intention). The results of Study 2 provided further support for the problem‐focus approach and for the inclusion of self‐identity in the theory of planned behaviour. The findings are discussed with implications for future work on mood and behavioural decision making. Copyright © 1999 John Wiley & Sons, Ltd.     

Social identity and the attitude–behaviour relationship: effects of anonymity and accountability

Two experiments examined the impact of anonymity and accountability on the expression of group‐mediated attitude‐behaviour consistency. In Study 1, low and high identifiers (N = 106) were exposed to an attitude‐congruent norm and provided information about their intentions under anonymous and in‐group accountable conditions. In Study 2, salience of identity was manipulated, and participants (N = 185) were exposed to either an attitude‐congruent or an attitude‐incongruent norm, and provided information on their intentions and behaviour under anonymous and in‐group accountable conditions. In both studies, accountability elicited group‐normative attitudes and behaviour among individuals for whom the group was not a salient basis for self‐definition. When the group was a salient basis for self‐definition, the expression of attitude‐consistent intentions and behaviour was greater in anonymous conditions. It is suggested that strategic effects, such as those that occur in the presence of an in‐group audience, influence displays of group‐normative attitude–behaviour consistency. Copyright © 2006 John Wiley & Sons, Ltd.     

“We Are,Therefore We Should”: Evidence That In‐Group Identification Mediates the Acquisition of In‐Group Norms1

In 2 field studies (Ns = 71 and 113), we tested the prediction that in‐group identification would mediate the acquisition of group norms by new group members. Study 1 demonstrated that participants surveyed after a team‐development program reported greater awareness of in‐group norms of teamwork and cooperation, compared to those surveyed at the start. Moreover, there was evidence that this effect was mediated by increased in‐group identification. Study 2 replicated this finding, and showed that the effects were specific to the norm of teamwork. Acquisition of alternative norms of individualism and competitiveness did not increase after participation in the program, and did not correlate with identification. Practical implications and future work are discussed.     

An application of the prototype willingness model to drivers' speeding behaviour

We tested the prototype willingness model (PWM). The participants (N = 198) completed online questionnaire measures of PWM constructs (Time 1) and subsequent speeding behaviour (Time 2). Path analyses showed that the PWM accounted for 89% of the variance in subsequent (self‐reported) speeding behaviour. This significantly exceeded the variance accounted for by the theory of planned behaviour. In line with the PWM, both behavioural intention and behavioural willingness had direct effects on behaviour. Behavioural willingness had a significantly larger effect. Attitude and subjective norm both had indirect effects on behaviour through both behavioural intention and behavioural willingness. Prototype (similarity) perceptions had indirect effects on behaviour through behavioural willingness only. The findings support the notion that driving is governed by reactive decision‐making (willingness), underpinned by prototype perceptions, attitudes and subjective norms, to a greater extent than it is deliberative decision‐making (intentions), underpinned by attitudes and subjective norms. The implications for safety interventions are discussed.     

Test of a brief theory of planned behaviour‐based intervention to promote adolescent safe sex intentions

The present study tested a brief (303 word) intervention designed to change attitude, subjective norm, and perceived behavioural control regarding a safe sex behaviour in a sample of 16‐ to 18‐year‐olds. Participants (N = 288) were randomized to receive either an experimental intervention or a control (knowledge only) intervention and completed measures of their reactions to the stimuli as well as pre‐ and post‐test measures of theory of planned behaviour variables. The experimental intervention significantly increased message processing (mean between‐group difference = 0.73, 95% CI = 0.40, 1.06; Cohen's d = .52), message acceptance (mean between‐group difference = 0.82, 95% CI = 0.57, 1.07; Cohen's d = .77), subjective norm (adjusted Mean between‐group difference = 0.54, 95% CI = 0.26, 0.81; Cohen's d = .37; mean within‐group difference for intervention condition = 0.59, 95% CI = 0.36, 0.81; Cohen's d = .38) and intention (adjusted Mean between‐group difference = 0.27, 95% CI = 0.02, 0.53; Cohen's d = .20; mean within‐group difference for intervention condition = 0.54, 95% CI = 0.33, 0.75; Cohen's d = .31), but not attitude or perceived behavioural control. The effects of the experimental intervention on intention were mediated solely through subjective norm. The present findings: (a) compare favourably in terms of the effect sizes reported in previous research in this area (mean Cohen's d for within‐group difference for intervention conditions = .009 and .09, for norms and intention, respectively, see Albarracín et al. (2003) ), (b) imply that subjective norms are causally related to intentions, and (c) suggest that interventions designed to change subjective norms (as opposed to communication of risks and fear appeals) might ultimately be effective in changing behaviour.     

‘We're all individuals’: group norms of individualism and collectivism,levels of identification and identity threat

Three studies were conducted to investigate the power of group norms of individualism and collectivism to guide self‐definition and group behavior for people with low and high levels of group identification. Study 1 demonstrates that in an individualist culture (North America), those who identify highly with their national identity are more individualist than low identifiers. In contrast, in a collectivist culture (Indonesia) high identifiers are less individualist than low identifiers. Study 2 manipulates group norms of individualism and collectivism, and shows a similar pattern on a self‐stereotyping measure: High identifiers are more likely to incorporate salient group norms prescribing individualism or collectivism into their self‐concept than low identifiers. Study 3 replicates this effect and shows that high identifiers conform more strongly to group norms, and self‐stereotype themselves in line with the salient norm than low identifiers when their group is threatened. Hence, the findings suggest that when there is a group norm of individualism, high identifiers may show individualist behavior as a result of conformity to salient group norms. Copyright © 2002 John Wiley & Sons, Ltd.     

The Selfish Side of Self‐Control

Self‐control is a powerful tool that promotes goal pursuit by helping individuals curb personal desires, follow norms, and adopt rational thinking. In interdependent social contexts, the socially acceptable (i.e. normative) and rational approach to secure long‐term goals is prosocial behaviour. Consistent with that, much research associates self‐control with prosociality. The present research demonstrates that when norm salience is reduced (i.e. social relations are no longer interdependent), high self‐control leads to more selfish behaviour when it is economically rational. In three studies, participants were asked to allocate an endowment between themselves and another person (one‐round, zero‐sum version of the dictator game), facing a conflict between a socially normative and an economically rational approach. Across the studies, norm salience was manipulated [through manipulation of social context (private/public; Studies 1 and 2), measurement of social desirability (Studies 1 and 3), and measurement (Study 2) and manipulation (Study 3) of social power] such that some participants experienced low normative pressure. Findings showed that among individuals in a low normative pressure context, self‐control led to economically rational, yet selfish, behaviour. The findings highlight the role of self‐control in regulating behaviour so as to maximize situational adaptation. Copyright © 2014 European Association of Personality Psychology     

Testing the bi‐dimensional effects of attitudes on behavioural intentions and subsequent behaviour

Attitudes are typically treated as unidimensional predictors of both behavioural intentions and subsequent behaviour. On the basis of previous research showing that attitudes comprise two independent, positive and negative dimensions, we hypothesized that attitudes would be bi‐dimensional predictors of both behavioural intentions and subsequent behaviour. We focused on health‐risk behaviours. We therefore also hypothesized that the positive dimension of attitude (evaluations of positive behavioural outcomes) would better predict both behavioural intentions and subsequent behaviour than would the negative dimension, consistent with the positivity bias/offset principle. In Study 1 (cross sectional design), N = 109 university students completed questionnaire measures of their intentions to binge‐drink and the positive and negative dimensions of attitude. Consistent with the hypotheses, both attitude dimensions independently predicted behavioural intentions and the positive dimension was a significantly better predictor than was the negative dimension. The same pattern of findings emerged in Study 2 (cross sectional design; N = 186 university students) when we predicted intentions to binge‐drink, smoke and consume a high‐fat diet. Similarly, in Study 3 (prospective design; N = 1,232 speed limit offenders), both the positive and negative dimensions of attitude predicted subsequent (6‐month post‐baseline) speeding behaviour on two different road types and the positive dimension was the better predictor. The implications for understanding the motivation of behaviour and the development of behaviour‐change interventions are discussed.     

Self‐regulation predicts risk‐taking through people's time horizon

In the context of decision‐making research, people's regulatory orientation mode (i.e., assessment and locomotion modes) has been included among the most prominent individual difference variables, which may potentially account for choice behaviour. Thus, the main objective of our experiment was to investigate the relations between habitual use of regulatory mode and risk‐taking through people's time horizon. Risk‐taking was appraised using a behavioural measure (i.e., BART) 1 month following evaluation of habitual use of regulatory mode. The findings revealed a significant negative association between the assessment mode and risk‐taking through individual differences in time horizon.     

In‐group and role identity influences on the initiation and maintenance of students' voluntary attendance at peer study sessions for statistics

Background. Although class attendance is linked to academic performance, questions remain about what determines students' decisions to attend or miss class. Aims. In addition to the constructs of a common decision‐making model, the theory of planned behaviour, the present study examined the influence of student role identity and university student (in‐group) identification for predicting both the initiation and maintenance of students' attendance at voluntary peer‐assisted study sessions in a statistics subject. Sample. University students enrolled in a statistics subject were invited to complete a questionnaire at two time points across the academic semester. A total of 79 university students completed questionnaires at the first data collection point, with 46 students completing the questionnaire at the second data collection point. Method. Twice during the semester, students' attitudes, subjective norm, perceived behavioural control, student role identity, in‐group identification, and intention to attend study sessions were assessed via on‐line questionnaires. Objective measures of class attendance records for each half‐semester (or ‘term’) were obtained. Results. Across both terms, students' attitudes predicted their attendance intentions, with intentions predicting class attendance. Earlier in the semester, in addition to perceived behavioural control, both student role identity and in‐group identification predicted students' attendance intentions, with only role identity influencing intentions later in the semester. Conclusions. These findings highlight the possible chronology that different identity influences have in determining students' initial and maintained attendance at voluntary sessions designed to facilitate their learning.     

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.     

Group processes in food choices: The role of ethnic identity and perceived ethnic norms upon intentions to purchase ethnical food products

A study tested an extended Theory of Planned Behaviour (TPB) model, inclusive of measures of ethnical identification and perceived ethnic group norms, in the ethnical food purchasing domain. One hundred and thirty‐five Jamaicans, living in the Brixton neighbourhood, London, were administered a self‐reported questionnaire measuring the classical TPB components (attitudes, subjective norms, perceived behavioural control, behavioural intentions) plus three additional components: identification with the Jamaican group, perceived norms of the Jamaican group and past behaviour. Results of hierarchical multiple regressions showed that past behaviour, ethnical identification and perceived group norms explain an additional proportion of variance in intentions, independently of attitudes, subjective norms and perceived control. A two‐way interaction, between ethnical identification and perceived group norms, was detected. A stronger relation between group norms and intentions emerged among high ethnical identifiers. Theoretical and practical implications are discussed. Copyright © 2008 John Wiley & Sons, Ltd.     

Why mood affects help giving,but not moral courage: Comparing two types of prosocial behaviour

A long tradition in the help giving literature assumes that mood states determine the level of prosocial behaviour shown by individuals. Most research in this area has been conducted in the context of low cost prosocial behaviour, whereas research has been neglected in which participants were confronted with situations involving potential severe and dangerous negative consequences (i.e., high cost situations) with the help‐giver risking his moral integrity and social disapproval (i.e., moral courage). To address this gap in the literature, the present studies investigate differential effects of positive and negative compared with neutral mood states on help giving versus moral courage. Study 1 shows that in situations requiring low cost helping, participants were more likely to help in positive and negative moods than those in a neutral mood, whereas in situations requiring moral courage (high cost), participants were comparably likely to help in each of the three mood conditions. In Study 2, we find that salience of moral norms mediates the interaction between type of prosocial behaviour and mood. Finally, Study 3 investigates whether the apparent discrepancy between help giving and moral courage as established by the differential impact of mood states can be determined still differently. It reveals that justice sensibility, civil disobedience, resistance to group pressure, moral mandates, and anger lead to moral courage, but not to help giving. Differences between these two types of prosocial behaviour are discussed. Copyright © 2009 John Wiley & Sons, Ltd.     

Individualist and collectivist norms: when it's ok to go your own way

We conducted two studies to investigate the influence of group norms endorsing individualism and collectivism on the evaluations of group members who display individualist or collectivist behaviour. It was reasoned that, overall, collectivist behaviour benefits the group and would be evaluated more positively than would individualist behaviour. However, it was further predicted that this preference would be attenuated by the specific content of the group norm. Namely, when norms prescribed individualism, we expected that preferences for collectivist behaviour over individualist behaviour would be attenuated, as individualist behaviour would, paradoxically, represent normative behaviour. These predictions were supported across two studies in which we manipulated norms of individualism and collectivism in an organizational role‐play. Furthermore, in Study 2, we found evidence for the role of group identification in moderating the effects of norms. The results are discussed with reference to social identity theory and cross‐cultural work on individualism and collectivism. Copyright © 2002 John Wiley & Sons, Ltd.     

Group motives in threatening contexts: When a loyalty conflict paradoxically reduces the influence of an anti‐discrimination ingroup norm

The influence of pro‐ versus anti‐discrimination ingroup norms on Swiss nationals' attitudes towards foreigners was investigated as a function of national identification and perceived material ingroup threat. As predicted, results revealed a significant interaction between identification and threat: High identifiers showed a more negative attitude than low identifiers mainly when perceived threat was high. In other words, high identifiers conformed to the pro‐discrimination norm, but showed a counter‐conformity effect for the anti‐discrimination norm. Additional results revealed that high identifiers actually disagreed with the anti‐discrimination norm when perceived threat was high, but that they were more attached to the ingroup. These findings suggest that when the ingroup norm is not an appropriate response to an ingroup threat (i.e. anti‐discrimination norm), high identifiers find themselves in a loyalty conflict: they are unable to simultaneously conform to the group norm and protect the group. This conflict was resolved through a compensatory mechanism: High identifiers distanced themselves from the ingroup norm in order to protect the group (i.e. by increasing negative attitudes towards foreigners) but reinforced other ingroup ties (i.e. by increasing attachment to the ingroup values). Copyright © 2008 John Wiley & Sons, Ltd.     

Dispositional optimism,self‐framing and medical decision‐making

Self‐framing is an important but underinvestigated area in risk communication and behavioural decision‐making, especially in medical settings. The present study aimed to investigate the relationship among dispositional optimism, self‐frame and decision‐making. Participants (N = 500) responded to the Life Orientation Test‐Revised and self‐framing test of medical decision‐making problem. The participants whose scores were higher than the middle value were regarded as highly optimistic individuals. The rest were regarded as low optimistic individuals. The results showed that compared to the high dispositional optimism group, participants from the low dispositional optimism group showed a greater tendency to use negative vocabulary to construct their self‐frame, and tended to choose the radiation therapy with high treatment survival rate, but low 5‐year survival rate. Based on the current findings, it can be concluded that self‐framing effect still exists in medical situation and individual differences in dispositional optimism can influence the processing of information in a framed decision task, as well as risky decision‐making.     

Judgments in a hurry: Time pressure affects how judges assess unfairly shared losses and unfairly shared gains

Human society has evolved to allow third parties—the court system, parents or other societal arbitrators—to punish norm violators and compensate victims. Few studies explore the effect of stress or time pressure on a third‐party judge. Under time pressure, people will likely show a more instinctual reaction or judgment style. We investigated third‐party punishment and compensation within the context of unfairly shared losses and gains in a dictator game under time pressure. Our results show that under no time pressure, participants were inclined to punish dictators who unfairly split windfall gains; however, participants chose to compensate victims more than punish the norm‐violating dictators in the context of unfairly shared losses. With added time pressure, third‐parties were disposed to inflict punishment upon the dictator in both the gain and loss contexts—punishment became the action of choice. Our results shed light on the way observed behavior and stress affect social cognition and decision making in the context of altruistic social interventions and the enforcement of social norms.     

The question‐behaviour effect in intergroup attitudes research: When do attitudes towards a minority predict a relevant behaviour?

We hypothesised that the question‐behaviour effect, referred to as the influence of questioning about a given behaviour on its subsequent performance, is a relevant issue when exploring the external validity of intergroup attitudes. In a pair of studies, we have corroborated that merely expressing attitudes towards the Jewish minority affects people's relevant behaviour towards this group. In an Internet study, participants who first completed verbal attitude measures were more likely to donate to a Jewish organisation compared to those who completed the measures after making the decision to donate. Moreover, responses to attitude measures of various types and donating to the Jewish organisation were correlated when attitudes had been expressed in the first step. When attitudes were measured after the decision to donate, only the responses to the traditional anti‐Semitic scale were correlated with this behaviour. In the field study, in which the time interval between attitude and behaviour measures was introduced, no question‐behaviour effect was observed. We explain the results with reference to cognitive dissonance and attitude accessibility mechanisms and discuss them in a broader context of attitude‐behaviour research.     

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.