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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
1/33
IcekAjz
en
UniversityofMa
ssachusetts
Amherst
MartinFishbeinsLegacy:
TheReaso
nedActionApproac
h
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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Attitudevs.B
ehavior:RejectionofCh
inese
Couple(LaPiere,1934)
010
20
30
40
50
60
70
80
90
100
Prejudice
Discrimination
% Rejecting Chinese
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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.
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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)
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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P
rincipleof
Compatibility
Predictor
Target
Action
Context
Time
Behavior
Target
Action
Context
Time
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
IC
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USE
7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
18/33
C
ausalEffectofPBCo
nBehavior:
E
mpiricalE
vidence
E
xperimental
manipulationofself-effic
acy(PBC)
(Bandura&L
ocke,2003)
Perseverance
atintellectualpuzzles
Handlingsnakes
Paintolerance
Physicalendu
rance
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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Consuming
SoftDrink
s(Kassem&Lee,2004)
R
=.78
Subjective
Norm
Attitude
towardthe
Behavior
Perceived
Behavioral
Control
In
tention
.52
.19.28
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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UsingEcstasy(Orbelletal.,2001)
R
=.88
Subjective
Norm
Attitude
towardthe
Behavior
Perceived
Behavioral
Control
In
tention
.44
.24.34
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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ApplyingforPromotion
(Giles&Larmour,2000)
R
=.90
Subjective
Norm
Attitude
towardthe
Behavior
Perceived
Behavioral
Control
In
tention
.15
.16.70
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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DrivingAfterDrinkin
g
(Armitage,Norman,&Conne
r,2002)
R
=.82
Subjective
Norm
Attitude
towardthe
Behavior
Perceived
Behavioral
Control
In
tention
.34
.41.23
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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BehaviorC
hangeInte
rventions:
UsesoftheReasoned
ActionApp
roach
Motivatingpeopletoengage
inabehavio
r
Influencingintentions.
He
lpingpeople
implementtheirintention
s
Overcomingob
staclestoperformanceofthe
behavior.
Ev
aluatingthesuccessorfailureofthein
tervention
Tracingtheeffectsoftheinterventionasmed
iatedbythe
theoryspredictorvariables.
IC
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AJZEN
*DONOTCOP
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USE
7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
%*
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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.
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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*
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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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.
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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P
rojectRESPECT:SelectedResults
(K
amb,Dillon,F
ishbein,&Willis,1996)
C
onsistentcon
domusewithmainpartner:
Controlco
ndition
51%
Briefcoun
seling
56%
Enhanced
counseling
60%
IC
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7/31/2019 Ajzen TRA Dedicated to Fishbein Sept2010
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C
onclusions
Mar
tysworkhashadaprofo
undandlasti
ngimpact
ono
urunderstan
dingof
attitudeformationandchan
ge.
attitudemeasu
rement.
th
eattitude-behaviorrelatio
n.
predictionand
explanation
ofbehavior.
behavior-changeinterventions.
IC
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