The Role of Intentions, Social Norms, and Attitudes in the Performance of Dental Flossing: A Test of the Theory of Reasoned Action

The theory of reasoned action proposed by Fishbein and Ajzen (1975) was tested as an explanatory model for a preventive dental behavior, dental flossing, in a sample of 65 undergraduate students. Intentions and direct attitudes were found to be the strongest predictors of flossing. Social influences exerted their influence by way of direct attitudes. Flossers (>1/week) and non-flossers (<1/week) were observed to agree with belief statements referring to the health value of flossing. However, statements referring to the social and sensory aspects of flossing were found to effectively discriminate the two groups. Implications for health education strategies are discussed in which a greater focus is placed on more immediate social and sensory benefits of flossing rather than on long-term health benefits.