Situational factors affecting the weighting of predictor components in the Fishbein model

The Fishbein regression model (B ≈ BI ≈ (Aact)w₀ + (NBs)w₁) is designed to predict behavior (B) from attitudes (Aact) and normative beliefs (NBs). Using a variation of theAjzen and Fishbein (Journal of Experimental Social Psychology, 1970,6, 466–487) method, potential limitations of the model were investigated. It was found that certain situational factors were capable of altering the nature of the model significantly. Aact carried a nonsignificant regression weight when the participant had had no prior direct experience with the act and carried a significant weight when the participant had had experience with the act. NB carried a nonsignificant weight under competitive motivational set conditions and a significant weight under cooperative set conditions. These findings raise the question of the generality of the Fishbein model, since different prediction models were required by different situational conditions. The hypothesized association between attitude and behavior appears to be dependent on prior experience with the behavior, while the association between norms and behavior seems to be dependent on consistency between personal motivation and perceived social expectations.     

Reply to Fishbein and Ajzen

The purpose of the Songer-Nocks study was clarified, and the relationship of the predictions and results to the theoretical formulations of Fishbein and Ajzen were discussed. Results from the model-testing procedure originally performed with behavior as the criterion were presented using behavioral intention as the criterion. The findings revealed that the interactive effect of prior experience with attitude toward the act in predicting behavioral intention was not significant, and that the interactive effect of motivational set with normative belief in predicting behavioral intention was significant. In addition, a regression analysis of the BI-B relationship was performed in which the design variables were incorporated as predictors. Results showed that the inclusion of design variables aided the prediction of behavior significantly. Songer-Nocks' data were interpreted as being consistent with the overall Fishbein formulation, but as suggesting certain potentially specifiable limitations in predicting actual behavior from attitudinal components.