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).     

Antecedents of children's physical activity intentions and behaviour: Predictive validity and longitudinal effects

Abstract

This study examined the predictive validity and time-lagged relationships in a model of children's physical activity intentions, attitudes, perceived behavioural control (PBC), behaviour and past behaviour using the Theory of Planned Behaviour (TPB; Ajzen, 1985) as a framework. In Study 1, 386 children aged 12–14 years completed measures of intentions, attitudes, subjective norm, PBC and past behaviour. Their physical activity behaviour was assessed one week later. Structural equation analyses supported the construct and predictive validity of the TPB with the exception of subjective norms which did not predict intentions. In Study 2,70 children completed measures of their physical activity attitudes, intentions, PBC and past behaviour. Attitudes, intentions, PBC and recent behaviour were re-assessed five weeks later. The cognitions demonstrated a moderate degree of stability over time and there were some cross-lagged effects between attitudes and PBC. Past behaviour demonstrated additive rather than attenuating effects. These results support the use of the TPB cognitions and past behaviour as a framework to examine children's physical activity behaviour.     

Testing an extended theory of planned behavior to predict young people's intentions to join a bone marrow donor registry

An extended theory of planned behavior (TPB) was used to understand the factors, particularly control perceptions and affective reactions, given conflicting findings in previous research, informing younger people's intentions to join a bone marrow registry. Participants (N = 174) completed attitude, subjective norm, perceived behavioral control (PBC), moral norm, anticipated regret, self‐identity, and intention items for registering. The extended TPB (except PBC) explained 67.2% of variance in intention. Further testing is needed as to the volitional nature of registering. Moral norm, anticipated regret, and self‐identity are likely intervention targets for increasing younger people's bone marrow registry participation.     

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.     

Do drivers differ in their attitudes on speed limit compliance between work and private settings? Results from a group of Nigerian drivers

Existing evidence suggests that drivers, particularly those who work in companies with strong road safety cultures exhibit different sets of speeding attitudes and behaviours in work and private driving. Using Ajzen and Fishbein’s (1980) Theory of Planned behaviour (TPB) and on-road driving experiments, this study examined the self-reported and objective behaviour of driving within posted speed limits for a sample of fleet drivers. The findings show that the TPB explained up to 24% of the variance in intention to comply with speed limits. Drivers’ attitude emerged as the most significant predictor and strongest correlate with intentions to comply with the speed limit in both work and private vehicle.Further analysis revealed participants had a higher intention to comply with speed limits in their work than private vehicle. Also, investigation of the relationship between TPB variables and observed speeding behaviour suggests that participants with higher intention to comply with the speed limit or high perceived behavioural control (PBC), exceeded the speed limit less often than those with lower intention to comply with the speed limit or low PBC. The findings have important theoretical and applied implications for development of better speed limit compliance interventions to improve driving behaviour, and road safety in general.     

Examining normative pressure in the theory of planned behaviour: Impact of gender and passengers on intentions to break the speed limit

This research examined the impact of passenger-type on young people’s responses to a driving scenario about speeding. In the scenarios, the presence, and gender of the passenger were systematically varied. A total of 162 respondents (83 females, 79 males) completed questionnaires containing measures from the Theory of Planned Behaviour (TPB) and additional variables after reading each of two scenarios. The TPB provided good predictions of intention to speed (45% explained variance) with all TPB variables plus moral norms and past behaviour significant. Males compared to females reported significantly greater normative pressure to speed, less control over not speeding, and less moral norms not to speed. Normative pressure was a stronger predictor of intentions for men compared to women when driving alone. Normative pressure was a stronger predictor of intentions when the passenger was male.     

Examining normative pressure in the theory of planned behaviour: Impact of gender and passengers on intentions to break the speed limit

This research examined the impact of passenger-type on young people’s responses to a driving scenario about speeding. In the scenarios, the presence, and gender of the passenger were systematically varied. A total of 162 respondents (83 females, 79 males) completed questionnaires containing measures from the Theory of Planned Behaviour (TPB) and additional variables after reading each of two scenarios. The TPB provided good predictions of intention to speed (45% explained variance) with all TPB variables plus moral norms and past behaviour significant. Males compared to females reported significantly greater normative pressure to speed, less control over not speeding, and less moral norms not to speed. Normative pressure was a stronger predictor of intentions for men compared to women when driving alone. Normative pressure was a stronger predictor of intentions when the passenger was male.     

Having Casual Sex: Additive and Interactive Effects of Alcohol and Condom Availability on the Determinants of Intentions

The impact of alcohol, condom availability, and gender on intentions to engage in casual sex and its antecedents was investigated. Students ( N = 384) who were or were not intoxicated with alcohol completed measures based on the theory of planned behavior (TPB) in relation to having casual sex in a scenario. The scenario described sex between 2 individuals not in a relationship and manipulated the consumption of alcohol of the sexual partners and availability of condoms. The data were supportive of the TPB: Intentions were predictable from attitudes, subjective norms, and perceived behavioral control (PBC). Results also support the inclusion of measures of past behavior and anticipated affective reactions, but not self-identity or moral norms as predictors of intentions. Alcohol in the scenario and condom availability increased intentions to have sex. There were also several interaction effects. Implications for using the TPB to understand sexual behaviors under the influence of alcohol are discussed.     

Predictors of Young People's Charitable Intentions to Donate Money: An Extended Theory of Planned Behavior Perspective

An extended theory of planned behavior (TPB) was used to predict young people's intentions to donate money to charities in the future. Students (N = 210; 18–24 years) completed a questionnaire assessing their attitude, subjective norm, perceived behavioral control (PBC), moral obligation, past behavior, and intentions toward donating money. Regression analyses revealed that the extended TPB explained 61% of the variance in intentions to donate money. Attitude, PBC, moral norm, and past behavior predicted intentions, representing future targets for charitable‐giving interventions.     

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 adolescent pedestrians’ behavioral intentions to follow the masses in risky crossing situations

Adolescent pedestrians are a major population at risk of being killed or injured in traffic accidents, especially in developing countries. In the current study, we examined the effects of age, gender, sensation seeking, and conformity tendency on Chinese adolescent pedestrians’ intention to cross the road against a traffic signal. A sample of 510 adolescents, aged 12–19 years, completed a series of questionnaires comprising (1) a demographic questionnaire, (2) scales which measured their tendency towards social conformity and sensation seeking, and (3) a questionnaire based on the Theory of Planned Behavior (TPB), which measured their intention to cross the road in two different traffic scenarios. One scenario depicted a situation where the crossing was consistent with other pedestrians’ behavior (Conformity scenario). In the second scenario, the road crossing was inconsistent with other pedestrians (Non-conformity scenario). Along with behavioral intentions, attitudes towards the behavior, subjective norms, perceived behavioral control, anticipated affect, moral norms, and perceived risk were also assessed. In general, adolescent participants reported greater likelihood in crossing the road when other pedestrians were crossing the road as well (Conformity with the masses) and adolescents in middle school were more likely to cross than those in high school. A hierarchical regression model explained 30% of the variance in behavioral intention in the Non-conformity scenario and 40% of the variance in the Conformity scenario. For both scenarios, attitude, subjective norm, perceived behavioral control, and anticipated affect emerged as common predictors. The theoretical and practical implications for these results are discussed.     

Feel good now or regret it later? The respective roles of affective attitudes and anticipated affective reactions for explaining health‐promoting and health risk behavioral intentions

Evidence supporting the incorporation of affective constructs, such as affective attitudes and anticipated regret, into theoretical models of health behavior has been mounting in recent years; however, the role of positive anticipated affective reactions (e.g., pride) has been largely unexplored. The purpose of the present investigation was to assess how affective attitudes and anticipated affective reactions (both pride and regret for performing a behavior or not) may provide distinct utility for understanding intentions to perform health‐promoting and health risk behaviors over and above cognitive attitudes and other established theoretical constructs from the theory of planned behavior (TPB). Participants (N = 210) were recruited via Amazon’s Mechanical Turk to complete a one‐time online battery assessing TPB and affective constructs. Self‐reported intentions served as the main outcome measure, and hierarchical linear modeling was used to examine the effects of TPB and affective constructs across behaviors. Controlling for TPB constructs, more positive affective attitudes and greater anticipated regret, but not anticipated pride, predicted intentions to engage in future health behaviors. Anticipated affective reactions contributed explanatory variance for intentions to perform health risk behaviors, but anticipated pride and regret were not associated with intentions to perform health risk behaviors. Contributions made via the inclusion of both positively and negatively valence anticipated affective reactions for both action and inaction (performing a behavior or not) across a range of health promoting and health risk behaviors are discussed, as well as implications for future intervention work.     

Using self-generated validity to promote exercise behaviour

Self-generated validity (SGV) refers to the fact that measurement of cognitions can lead to behaviour change. The present research tested to two predictions in relation to SGV: SGV is stronger when supplementing measures of intentions and other components of the Theory of Planned Behaviour (TPB) with measures of anticipated regret; SGV is only stronger when measuring anticipated regret before measuring intentions and other components of the TPB. A total of 576 18-22-year-old students were randomly allocated to complete one of three questionnaires in relation to exercise: (1) TPB questionnaire in relation to exercising in a sports centre (TPB only); (2) TPB questionnaire including anticipated regret questions that appear after intention items and are mixed in with other items (TPB + regret mixed); (3) TPB questionnaire with anticipated regret questions first (TPB + regret first). Past use of the sports centre was also measured by self-report in all conditions. Use of the sports centre 4 and 5 weeks later was measured based on objective records. Hierarchical regression analyses indicated no effect of measuring anticipated regret compared to only measuring TPB variables, but a significant effect of measuring anticipated regret first compared to the other two conditions on sports centre use. This effect persisted after controlling for TPB variables and past behaviour (PB). The effect was moderated by intention strength but not PB. Implications for understanding SGV and behaviour change are discussed.