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17 Cards in this Set
- Front
- Back
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belief vs. attitude
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o Belief- Fact based knowledge about an object
• Ex: ______ is on sale o Attitude: an evaluative statement • Ex: ______ is good or bad |
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Salient beliefs
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beliefs that are easy to access
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Salient beliefs are a __________ of human behavior
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key predictor
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1970’s (Fishbein and Azjen)
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Two researchers at the University of Illinois
decided to create a mathematical model of behavior change |
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1985
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Their basic model is extended and becomes the theory of planned behavior
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Theory of Planned Behavior
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What we intend to do is a strong predictor of what we do
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3 variables directly predict behavior intention
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• Attitude: Evaluation of an object
• Subjective Norm: injunctive norm, perception of what other people want me to do. Specifically focus on subjective norms of people who are important to you • Perceived Behavioral Control: self- efficacy, whether you think you can do something |
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Behavioral intention predicts _____
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behavior
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Attitude, Subjective Norm, and Perceived Behavioral Control predict _____
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Behavioral Intention
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Behavioral beliefs predict ______
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attitude
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Weaknesses:
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Does not account for affective elements
Affective elements: fear, anger, love PBC remains difficult to measure Some argue that the model needs to add actual behavioral control |
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Belief evaluation
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Valence toward the behavior (e.g., positive or negative, good or bad)
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Normative beliefs predict ______
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subjective norm
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Attributed Norm
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The belief attributed to others
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Motivation to Comply
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How much one person follows the advice/actions of another
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Control Beliefs
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likelihood and power
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Strengths of TPB
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Mathematical model of behavior change predicts behavior change very well
Provides clear targets for persuasion For example, if subjective norm is a significant predictor, then examine normative beliefs Relationship between variables is clear Most complete model of persuasion |
