| Abstract: | 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. |
