| Abstract: | Following concerns in the literature about the conceptualization and operationalization of the perceived behavioral control (PBC) construct within the Theory of planned behavior (Ajzen, 1985, 1991). 2 studies were conducted to examine whether questionnaire items explicitly assessing perceived difficulty and perceived control issues would attract a different pattern of responses. In applications of the theory of planned behavior to the reduction of red meat consumption and the reduction of potato chip (French fries) consumption, Principal Components Analysis showed that items reflecting perceived difficulty and items reflecting perceived control loaded onto different components. Furthermore, measures of perceived difficulty and not measures of perceived control contributed independent predictive effects in multiple regressions of respondents' behavioral intentions to make the dietary changes. |
