Generalizing Behavioral Findings Across Times,Samples, and Measures: A Study of Condom Use1

Data from a Knowledge, Attitude, Belief, and Practices (KABP) Survey, administered to a sample of residents of Saint Vincent and the Grenadines, were used to replicate a previous study (Fishbein, Trafimow, Francis, et al., 1995) that investigated the relative importance, as predictors of condom use, of selected theoretical variables from the theory of reasoned action (Fishbein & Ajzen, 1975), and the theory of planned behavior (Ajzen & Madden, 1986). Besides addressing generalization problems, the study tested a more internally valid formulation of the role of past behavior that supported the argument that past condom use is better viewed as a predictor of current intention than as a criterion variable. Perhaps more important, the influence of past behavior was found to be partially mediated by its effect on attitudes and norms.     

Disentangling behavioral intention and behavioral expectation

Social psychologists have extensively researched behavioral intention and its relation to future behavior, usually within the framework of M. Fishbein and I. Ajzen's (1975, Belief, attitude, intention and behavior: An introduction to theory and research, Reading, MA: Addison-Wesley) theory of reasoned action. However, the field has confounded two separate constructs while investigating intention: behavioral intention (BI) and what P. R. Warshaw, B. H. Sheppard, and J. Hartwick (in press, in R. Bagozzi (Ed.), Advances in marketing communication, Greenwich, CT: JAI Press) have coined behavioral expectation (BE), which is the individual's self-prediction of his or her future behavior. In this paper we define both constructs and explain how they differ in terms of the processes by which they are formed, their roles in determining behavior, and their utilities as behavioral predictors. We propose that behavioral expectation is the more accurate overall predictor since many common behaviors are unreasoned (i.e., mindless or habitual) behaviors, goal-type actions, or behaviors where the individual expects his or her intention to change in a foresseable manner. These are all cases where present intention (BI) is not the direct determinant of behavior but where the individual may be capable of appraising whatever additional determinants exist and of including them within his or her behavioral expectation. A study (N = 197) is reported in which student subjects received either a BE (n = 113) or a BI (n = 84) version of a questionnaire pertaining to their performance of 18 common behaviors. Overall, behavioral expectation was the better predictor of self-reported performance.     

Motivation is not enough: prediction of risk behavior following diagnosis of coronary heart disease from the theory of planned behavior.

Perceived behavioral control (PBC) and intention, the proximal predictors from the theory of planned behavior (TPB), were used to predict cardiovascular risk behaviors in 597 patients 1 year after diagnosis with coronary heart disease. The outcome measures were self-report measures of exercise plus objective measures of fitness (distance walked in 6 min) and cotinine-confirmed smoking cessation. In multivariate analyses incorporating both PBC and intention, PBC predicted exercise, distance walked, and smoking cessation, but intention was not a reliable independent predictor of any health behavior measured. Thus, the effective theoretical component of the TPB was PBC. Similar predictions could derive from social-cognitive theory. In coronary patients, behavioral change needs to address issues of action implementation rather than motivational factors alone.     

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.     

Predicting Voting Behavior of Young Adults: The Importance of Information,Motivation, and Behavioral Skills

The information–motivation–behavioral skills (IMB) model has been shown reliably to predict and change a number of behaviors ( Fisher & Fisher, 2000 ). In light of low voter turnout among young adults, the present research examines the utility of the IMB model to predict voting behavior among this population. The predictive validity of the IMB model for voting behavior was tested, as well as its unique contribution to explaining voting behavior, over and above the theory of reasoned action ( Ajzen & Fishbein, 1980 ) and the theory of planned behavior ( Ajzen, 1985 ). As expected, the variables specified by the IMB model uniquely predicted intention to vote (Study 1) and voting behavior (Study 2), over and above the 2 other models.     

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.     

Cross-Cultural Testing of Three Social Cognitive Theories: An Application to Condom Use1

The aim of this study was to test the cross-cultural validity of Fishbein and Ajzen's theory of reasoned action, Ajzen's theory of planned behavior, and Triandis' theory of interpersonal behavior and to apply them to understanding the intention to use a condom with a new partner in three ethnocultural communities: Latin American, English-speaking Caribbean, and South Asian. All respondents were recruited from multiple ethnocultural-venues using predetermined sampling frames and quotas for each community. The results indicated that the three theories have cross-cultural validity, but the theories of Ajzen and Triandis performed better than the theory of Fishbein and Ajzen. It is recommended that role beliefs and moral norm (personal normative belief) be added to Ajzen's model to maximize its predictive and explanatory ability.     

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.     

The Role of Desires,Self-Predictions,and Perceived Control in the Prediction of Training Session Attendance1

Employee attendance at a training session was examined using the theory of reasoned action (Fishbein & Ajzen, 1975). In addition, based on Audi (1973a, b) and Warshaw and Davis (1985), a distinction was made between desires (I want) and behavioral self-predictions (I will), and as in Ajzen (1985, 1987), the role of perceived control as a determinant of these desires, self-predictions, and attendance behavior, per se, was investigated. The results indicated that the best predictors of attendance at the training session were one's desire or motivation to attend the training session and the extent to which one perceived pressure from his or her supervisor to do so. Consistent with the theory of reasoned action, the motivation to attend training was predicted accurately from attitudes and subjective norms (R=.76, p < .001). Moreover, these attitudes and subjective norms were themselves predicted from a consideration of behavioral and normative beliefs, and key beliefs underlying one's desire to attend were identified. However, a consideration of perceived control did not improve the prediction of one's desire to attend training, and neither perceived control nor behavioral self-predictions improved prediction of actual attendance. The discussion focused on the roles of perceived control and different measures of intention in behavioral prediction.     

Future-oriented emotions in the prediction of binge-drinking intention and expectation: the role of anticipated and anticipatory emotions

The Theory of Planned Behavior (TPB) offers a parsimonious explanation of purposive behavior, but in the study of healthy and risk behaviors its sufficiency may be questioned. Working with binge-drinking, a very common risk behavior in Spanish undergraduate students, we used two strategies for improving predictions from TPB: using behavioral intention (BI) and behavioral expectation (BE) as proximal antecedents of behaviors and adding as new predictors two future-oriented emotions (anticipated and anticipatory). Hierarchical regression analyses show that while anticipated emotions improved TPB explanations of BI, anticipatory emotions improved the explanations of BE. The present results show the influence of future emotions in the prediction of behavioral intention and behavioral expectation.     

Attitude,perceived behavioral control,and intention to adopt risky behaviors

The theory of planned behavior (TPB, Ajzen, 1985) has proved its efficiency in predicting different behaviors among road users (Sheeran & Orbell, 2000). The present study examined the TPB factors explaining risk taking among vulnerable road users (e.g., cyclists). We presumed that attitude, social norms, and perceived behavioral control (PBC) would predict cyclists’ intention to adopt a risky behavior in two traffic contexts considered as risk-conducive (i.e., run the red-light, turn left).Participants (N = 224, M_age = 23.34) filled in an online scenario-based questionnaire describing two traffic situations conducive to risk taking and including measures for cyclists’ intentions to adopt risky behaviors in these specific contexts, TPB factors, and self-perceived efficacy.TPB factors explained 49% and 65% of the variance in the intention to cross the red light, respectively the intention to turn left, with positive attitude and high PBC as the best predictors. Implications of the results were discussed.     

Psychological predictors of eco-driving: A longitudinal study

Eco-driving has well-known positive effects on fuel economy and greenhouse-gas emissions. Moreover, eco-driving reduces road-traffic noise, which is a serious threat to the health and well-being of many people. We investigated the psychological predictors of the adoption of eco-driving from the perspective of road-traffic noise abatement. The data came from 890 car drivers who participated in a longitudinal survey over four months. Specifically, we tested the effects of the intention to prevent road-traffic noise, variables derived from the theory of planned behavior (social norm, perceived behavioral control, and attitude), and variables derived from the health action process approach (implementation intention, maintenance self-efficacy, and action control) on the intention to practice eco-driving and on eco-driving behavior. The intention to prevent road-traffic noise was not linked to the intention to practice eco-driving. The strongest predictors of the intention to practice eco-driving were attitude and perceived behavioral control. The strongest predictor of eco-driving behavior was action control. The link between behavioral intention and behavior was weak, indicating that drivers have difficulties putting their intention to practice eco-driving into action. Therefore, intervention efforts should directly address and support the transition from intention to behavior. This could be accomplished by providing reminders, which help to maintain behavioral intention, and by providing behavior feedback, which helps car drivers to monitor their behavior.     

Predicting Intentions to Use Condoms: A Meta-Analysis and Comparison of the Theories of Reasoned Action and Planned Behavior1

A meta-analysis was conducted on 23 psychosocial predictors of intentions to use condoms. Data from 67 independent samples were included in the review. Findings demonstrated that demographic, sexual experience, and personality variables had small average correlations with intentions. Knowledge about HIV/AIDS and perceptions of the threat of disease were also weakly related to decisions about using condoms. Attitudes and subjective norms from the theory of reasoned action, on the other hand, demonstrated medium to strong effect sizes. Two components of social influence not specified by the theory of reasoned action also received support. Evidence suggested that perceived behavioral control from the theory of planned behavior was a reliable predictor of behavioral intentions and explained variance over and above the effects of attitudes and subjective norms.     

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.     

Predicting Child Restraint Device Use: A Comparison of Two Models1

This study's first objective was to apply Ajzen's theory of planned behavior (TPB) in the context of automobile child restraint device use to identify determinants of that behavior. A second objective was to test two specific hypotheses regarding the predictive role of perceived behavioral control: (a) Its inclusion should increase the proportion of variance already explained in intention by the attitudinal and normative components included in the theory of reasoned action; and (b) given the behavior under study, a model in which perception of behavioral control's influence on behavior is entirely mediated by intention, should fit the data. Subjects (N= 590) were parents driving with their 3- to 5-year-old children intercepted while entering or leaving parking lots of different public settings. The behavior of interest, child restraint device use, was rated by two independent observers. A self-report questionnaire assessing all constructs of Ajzen's model was given to the parent, who was instructed to return it by mail. Data were analyzed using LISREL VII. Results showed that perceived behavioral control and, to a lesser extent, attitude, emerged as the main determinants of behavioral intention which was itself predictive of child restraint device use. In addition, both hypotheses regarding the relation between perceived behavioral control on the one hand and intention and behavior, on the other, were supported. Discussion centered first on the mechanism through which perceived behavioral control exerts its influence, and second on the implications of the present results for the theory of reasoned action as well as for the theory of planned behavior.     

Psychosocial Factors Predicting SARS-Preventive Behaviors in Four Major SARS-Affected Regions

This multinational study examined intended and actual adoption of SARS-preventive behaviors in major SARS-affected regions: Guangdong (China), Hong Kong, Singapore, and Toronto (Canada). The theory of reasoned action (TRA) and the theory of planned behavior (TPB) were adopted as theoretical frameworks. A measure was constructed to assess attitude, subjective norm, perceived behavioral control (PBC), knowledge of SARS, and SARS-preventive behaviors. Seventy-five working adults were recruited from each region. They completed the new measure in an initial study, and reported their actual behaviors 2 weeks later. Results provided cross-cultural generalizability of the TRA by showing that attitude and subject norm predicted SARS-preventive behaviors for all the groups. PBC was a statistically significant predictor for all participants except those from Guangdong, indicating that the TPB is applicable only to people from Hong Kong, Singapore, and Toronto. Knowledge of SARS also was found to be an independent predictor.     

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.     

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.