ajzen tra dedicated to fishbein sept2010

7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010

1/33

IcekAjz

en

UniversityofMa

ssachusetts

Amherst

MartinFishbeinsLegacy:

TheReaso

nedActionApproac

h

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2/33

E

xpectancy-ValueMod

elofAttitude

(

Summation

Model)

Concept

C

Attitude

towardC

x1

e1

x2

e2

x3

e3

x4

e4

xn

en

...

...

b1

b2

b3

b4

bn

b1e1

b2e2

b3e3

b4e4

bnen

A

biei

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3/33

E

xpectancy-ValueModel:

ResearchEx

ample

(F

ishbein,1963)

Salientbeliefaboutblackpeople

Mean

beliefstrength

dar

kskin

2.66

cur

lyhair

2.43

mu

sical

1.92

athletic

2.24

frie

ndly

1.20

tall

1.02

uneducated

.97

unintelligent

.30

har

dworkers

.57

lazy

.50

A

biei

r=.80

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4/33

E

VModel:Anti-AbortionBeliefs&Attitudes

(Petkova,Ajzen,

&Driver,1995)

Accessibleo

utcomes(12)

Beliefstrength(b)

Outcomeevaluation(e)

b

xe

Preventingw

omenfromusingabortionas

a

0.59

0.80

.26

methodofbirthcontrol

Givingbirth

tounwantedchildren

1.74

1.55

.25

Holdingpeopleresponsibleforthe

1.06

1.45

.56

conseq

uencesoftheiractions

Revivingthe

ideaoflifeasapreciousgift

0.39

1.41

.49

Womenseek

ing"backalley"abortions

2.43

2.86

.57

Makingmorebabiesavailableforadoption

1.05

1.68

.31

..Savingthelivesofdefenselessunbornbab

ies

0.90

0.93

.61

A

biei

r=.77

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5/33

Attitudevs.B

ehavior:RejectionofCh

inese

Couple(LaPiere,1934)

010

20

30

40

50

60

70

80

90

100

Prejudice

Discrimination

% Rejecting Chinese

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6/33

A

ttitudesTowardBlacksandSigningReleasesof

P

hotographsWithABlack

Person(Linn,1

965)

No.signedagreements

High(6-7)Med(3-5)Lo

w(0-2)

Attitude

Low

prejudice(+)

7

6

10

Highprejudice()

1

2

8

2=

3.79,n.s.

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7/33

W

ickersNarr

ativeReview

ofover50studies

ontheAttitude-BehaviorRelation

"T

akenasawhole,thesestudies

suggestthatit

is

co

nsiderablymorelikelythatattitudeswillbeu

nrelatedor

on

lyslightlyrelatedtoovertbeh

aviorsthantha

tattitudes

willbecloselyrelatedtoactions

.Productmom

ent

co

rrelationcoefficientsrelatingthetwokindso

fresponses

arerarelyabove.30,andoftena

renearzero."

"T

hepresentreviewprovideslit

tleevidenceto

supportthe

po

stulatedexistenceofstable,underlyingattitu

deswithin

theindividualwh

ichinfluenceb

othhisverbalexpressions

an

dhisaction."

AlanWicker(196

9)

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8/33

R

ecentMeta-Analysiso

fAttitude-Behavior

R

elation(Greenwald,Poehlman,Uhlmann,&Banaji,2009)

AllB

ehavioralDom

ains

Explicitattitudemeasures(k=156

):Meanr=.36

Implicitattitudemeasures(k=184

):Meanr=.27

Preju

diceandDiscrimination

Explicitattitudemeasures(k=28):Meanr=.12

Implicitattitudemeasures(k=32):Meanr=.24

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9/33

D

ulanys(1968)TheoryofPropos

itional

C

ontrol

BI

RHd=Hypothes

isofthedistributionofre

inforcement.

RSv

=Subjectivevalueofthe

reinforcer.

BH

=Behavioralhypothesis.

MC

=Motivationtocomply.

BI=

(RHd)(RSv

)+(BH)(M

C)

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10/33

M

ultipleOu

tcomesand

Referents:

T

heTheory

ofReasonedAction

Attitudetowardabehavior:A

B

biei

SubjectiveNorm

:SN

nimi

Attitudetoward

abehavior

Subjective

norm

Inten

tion

Behavioral

beliefs

N

ormative

beliefs

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11/33

P

rincipleof

Compatibility

Predictor

Target

Action

Context

Time

Behavior

Target

Action

Context

Time

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12/33

Compatibility

ofReligiousAttitudesandBeh

avior:

EffectofAggregation(Fishbein&Ajzen,1974)

0.15

0.71

00.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Sing

le-act

Multiple-

act

A - B Correlation

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13/33

C

ompatibility

ofActionElements

(Ajzen&Fishbein,1970;1980)

0.21

0.51

0.66

0.85

00.2

0.4

0.6

0.8 1

Cooperating

Voting

Correlation

Behavior

Attitudetowardtarget

Attitudetowardactio

n

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14/33

A

ttitude-BehaviorRelation

sasaFunctionof

C

ompatibility

(N=142)(Ajzen&Fishbein,1974)

3

14

100

020

40

60

80

100

120

Incompatible

PartlyCompatible

FullyComp

atible

% Correlations > .40

CompatibilityofTargetandAction

Elements

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15/33

T

heTheoryof

PlannedBehavior/Reasoned

A

ctionApproach(Ajzen,1991;

Fishbein&Ajzen,2010)

Intention

Behavior

Actual

Behavioral

Control

Attitude

towardthe

Behavior

Subjective

Norm

Perceived

Behavioral

Control

Behaviora

l

Beliefs

Normative

Beliefs

Control

Beliefs

Backgro

und

Factors

Individual

Personality

Values

Mood/em

otion

Social

Education

Age/gend

er

Ethnicity

Religion

Informatio

n

Knowledge

Media

Intervention

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16/33

TheoryofP

lannedBeh

avior:Sam

ple

Application

s

Health-Related

Infantsug

arintake

Smoking

cessation

Condomuse

Foodchoice

Livingkidneydonation

Physicalactivity

Testicularself-examination

Usingille

galdrugs

Donating

blood

Medicald

ecisions

Dentalhy

giene

Breastself-examination

Drinking

alcohol

Eatinglow-fatdiet

Weightlo

ss

Eatingfru

itandvegetables

Medicalc

ompliance

Dieting

Physicianreferrals

Me

dicalcheckup

Usingdentalfloss

Skinprotection

Takinghormonereplacemen

ts

Other

Pla

yingbasketball

Inv

estmentdecisions

Pla

yingvideogames

Seekingredress

Vo

lunteeringbehavior

Politicalparticipation

Em

ploymentturnover

Drivingviolations

Usinginfantseats

Purchasedecisions

Mo

torcyclesafety

Environmentalprotection

Job-searchbehavio

r

Academicperform

ance

Choiceoftravelmode

Shoplifting

Takingphysicsclasses

Extramaritalrelatio

ns

Voting

Anti-nuclearactivism

Attendingchurch

Recycling

Applyingforprom

otion

Employmentdecisions

Conservingwater

Studyingforanexam

Technologyacceptance

Gift-giving

Usingsafetyhelme

ts

Hunting

Leisurebehavior

ListofreferencesontheWeb:

http://ww

w.people.umass.edu/aizen/tpbrefs.html

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17/33

I

ntention

Behavior

Correlation(k=4

22)(Sheeran,2

002)

M

eanr=.53

Inten

tion&Behavio

rChange(k=

47)(Webb&S

heeran,2006)

In

tention:Meand=.66

Behavior:Meand=.36

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18/33

C

ausalEffectofPBCo

nBehavior:

E

mpiricalE

vidence

E

xperimental

manipulationofself-effic

acy(PBC)

(Bandura&L

ocke,2003)

Perseverance

atintellectualpuzzles

Handlingsnakes

Paintolerance

Physicalendu

rance

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19/33

Consuming

SoftDrink

s(Kassem&Lee,2004)

R

=.78

Subjective

Norm

Attitude

towardthe

Behavior

Perceived

Behavioral

Control

In

tention

.52

.19.28

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20/33

UsingEcstasy(Orbelletal.,2001)

R

=.88

Subjective

Norm

Attitude

towardthe

Behavior

Perceived

Behavioral

Control

In

tention

.44

.24.34

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21/33

ApplyingforPromotion

(Giles&Larmour,2000)

R

=.90

Subjective

Norm

Attitude

towardthe

Behavior

Perceived

Behavioral

Control

In

tention

.15

.16.70

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22/33

DrivingAfterDrinkin

g

(Armitage,Norman,&Conne

r,2002)

R

=.82

Subjective

Norm

Attitude

towardthe

Behavior

Perceived

Behavioral

Control

In

tention

.34

.41.23

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23/33

MetaAnalys

is(MeanCorrelations,N

=185)

(Armitage&C

onner,2001)

Attitude

Towardthe

Behavior

Subjective

Norm

Perceived

Behavioral

Control

Intention

Behavior

.49

.34.43

.37

.47

R=.62

R=.52

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24/33

BehaviorC

hangeInte

rventions:

UsesoftheReasoned

ActionApp

roach

Motivatingpeopletoengage

inabehavio

r

Influencingintentions.

He

lpingpeople

implementtheirintention

s

Overcomingob

staclestoperformanceofthe

behavior.

Ev

aluatingthesuccessorfailureofthein

tervention

Tracingtheeffectsoftheinterventionasmed

iatedbythe

theoryspredictorvariables.

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25/33

T

esticularSelf-Examination

(B

rubaker&Fowler,1990)

Population:C

ollegestudents

Behavior:Sel

f-reportedTSE1weekan

d4weeks

fo

llowingintervention

In

tervention

TPB-based:10-minuteaudio

tapedmessage

providing

informationaboutTSEandfocusingonoutcomesof

TSE

No-messagec

ontrol

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26/33

T

esticularSelf-Examination:Inter

vention

O

utcomes(Brubaker&Fow

ler,1990)

NoMessage

TPBM

essage

Attitu

de

15.7

3

20

.05*

Subje

ctivenorm

0.30

1.85*

Perceivedcontrol

4.32

6.05*

Intention

0.85

1.73*

TSE1week(N=97)

12%

23

%*

TSE4weeks(N=

89)

13%

31

%*

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27/33

T

esticularSelf-Examination

(B

rubaker&Fowler,1990)

Behavioral

Beliefs

Normativ

e

Beliefs

Control

Beliefs

Attitude

Towardthe

Behavior

Subjective

Norm

Perceived

Behavioral

Control

Intention

Behavior

.38

.14.2

0

.37

.30

.36

.4

3

Intervention

.21

.22

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28/33

T

akingtheB

ustoCampus(Bamberg,Ajzen,&

Schmidt,2003)

Attitude

Towardthe

Behavior

Subjective

Norm

Perceived

Behavioral

Control

Intention

Behavior

.24

.28.2

9

*

R=.70

R=.69

.64

*Notsignifican

t

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29/33

T

akingtheB

ustoCampus:Intervention

Population:C

ollegestudentsattheUniversityof

G

iessen,Germ

any

Behavior:Sel

f-reportedbu

susetogettothe

campus

In

tervention:P

repaidsemesterbusticke

t,

accompaniedbyanextensiveinformatio

nal

campaign.

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30/33

Takingthe

BustoCam

pus:Interv

ention

Outcomes

1994

1995

Attitude

2.31

2.60*

Su

bjectiveNorm

2.24

2.46*

PerceivedBehavioralControl

2.57

2.99*

Intention

1.65

2.11*

Be

havior(%)

.15

.3

0*

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31/33

P

rojectRES

PECT

(K

amb,Dillon,F

ishbein,&Willis,1996)

Purpose:toincreaseconsistentcondom

useto

preventAIDS.

B

rieforenhan

cedcounselingtochange

either

attitudes,subjectivenorms,orperceived

control

w

ithrespectto

thebehaviors.

G

eneraleducationcontrolgroup.

Follow-upsov

er12months.

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32/33

P

rojectRESPECT:SelectedResults

(K

amb,Dillon,F

ishbein,&Willis,1996)

C

onsistentcon

domusewithmainpartner:

Controlco

ndition

51%

Briefcoun

seling

56%

Enhanced

counseling

60%

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33/33

C

onclusions

Mar

tysworkhashadaprofo

undandlasti

ngimpact

ono

urunderstan

dingof

attitudeformationandchan

ge.

attitudemeasu

rement.

th

eattitude-behaviorrelatio

n.

predictionand

explanation

ofbehavior.

behavior-changeinterventions.

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ajzen tra dedicated to fishbein sept2010

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