| Abstract: | An extension of the theory of planned behavior (Ajzen, 1991) was used to identify whether moderated relationships exist between perceived behavioral control and theoretical constructs within the model. Study 1 examined influences of perceived internal control relative to behavioral category; for a utilitarian behavior (e.g., using sunscreen, donating blood), the moderating relation was of a cognitive nature (i.e., attitude, subjective norm), whereas for hedonic behaviors (e.g., drinking and driving, fast food consumption), the moderating relation was of a noncognitive nature (i.e., affect, past behavior). These relations were manipulated in Study 2 via the framing of neutral behaviors (i.e., chocolate and fat consumption) to explicate the hypothesized patterns of interactions. Theoretical implications of findings are discussed. |
