Expectancy-value models of attitudes: A note on the relationship between theory and methodology

Psychometric Properties of a Perceived Behavioral Control Multiplicative Scale Developed According to Ajzen's Theory of Planned Behavior

The purpose of this study was to test the psychometric properties of a scale to assess perceived behavioral control developed according to a multiplicative procedure. Based upon Ajzen's theory of planned behavior, belief-based and global measures of perceived behavioral control and intention to continue with the Certificate program in Law until graduation were assessed among a group of 217 students. Analyses indicated that the psychometric properties of the perceived behavioral control multiplicative scale were appropriate.

An Agentic Psychology Model Based on the Paradigmatic Repositioning of the Theory of Planned Behaviour

Despite the existence of strong empirical support for the theories of reasoned action and planned behaviour (TRAJTPB), an analysis of the concept of intention and its operational definition indicates the need for a paradigmatic adjustment. An Agentic Psychology Model (APM) has been developed which incorporates the essence of the TRA equation whilst reconstruing it as a rule governing the intelligibility of clusters of accounts or statements that might be made about a particular intention or action. Aternative methods based on account cluster test-frames and semantic mapping techniques are presented, together with results from previous research, to indicate how the APM might be deployed in empirical investigations operating at the interstices of the positivist and critical paradigms in social psychology.

Which outcome expectancies are important in determining young adults' intentions to use condoms with casual sexual partners?: a cross-sectional study

Background

The prevalence of unwanted pregnancy and sexually transmitted infection amongst young adults represents an important public health problem in the UK. Individuals’ attitude towards the use of condoms has been identified as an important determinant of behavioural intentions and action. The Theory of Planned Behaviour has been widely used to explain and predict health behaviour. This posits that the degree to which an individual positively or negatively values a behaviour (termed ‘direct attitude’) is based upon consideration of the likelihood of a number of outcomes occurring (outcome expectancy) weighted by the perceived desirability of those outcomes (outcome evaluation). Outcome expectancy and outcome evaluation when multiplied form ‘indirect attitude’. The study aimed to assess whether positive outcome expectancies of unprotected sex were more important for young adults with lower safe sex intentions, than those with safer sex intentions, and to isolate optimal outcomes for targeting through health promotion campaigns.

Methods

A cross-sectional survey design was used. Data was collected from 1051 school and university students aged 16–24 years. Measures of intention, direct attitude and indirect attitude were taken. Participants were asked to select outcome expectancies which were most important in determining whether they would use condoms with casual sexual partners.

Results

People with lower safe sex intentions were more likely than those with safer sex intentions to select all positive outcome expectancies for unprotected sex as salient, and less likely to select all negative outcome expectancies as salient. Outcome expectancies for which the greatest proportion of participants in the less safe sex group held an unfavourable position were: showing that I am a caring person, making sexual experiences less enjoyable, and protecting against pregnancy.

Conclusions

The findings point to ways in which the attitudes of those with less safe sex intentions could be altered in order to motivate positive behavioural change. They suggest that it would be advantageous to highlight the potential for condom use to demonstrate a caring attitude, to challenge the potential for protected sex to reduce sexual pleasure, and to target young adults’ risk appraisals for pregnancy as a consequence of unprotected sex with casual sexual partners.

Resolving the theory of planned behaviour's 'expectancy-value muddle' using dimensional salience

The theory of planned behaviour is one of the most widely used models of decision-making in the health literature. Unfortunately, the primary method for assessing the theory's belief-based expectancy-value models results in statistically uninterpretable findings, giving rise to what has become known as the 'expectancy-value muddle'. Moreover, existing methods for resolving this muddle are associated with various conceptual or practical limitations. This study addresses these issues by identifying and evaluating a parsimonious method for resolving the expectancy-value muddle. Three hundred and nine Australian residents aged 18-24 years rated the expectancy and value of 18 beliefs about posthumous organ donation. Participants also nominated their five most salient beliefs using a dimensional salience approach. Salient beliefs were perceived as being more likely to eventuate than non-salient beliefs, indicating that salient beliefs could be used to signify the expectancy component. The expectancy-value term was therefore represented by summing the value ratings of salient beliefs, an approach that predicted attitude (adjusted R2 = 0.21) and intention (adjusted R2 = 0.21). These findings suggest that the dimensional salience approach is a useful method for overcoming the expectancy-value muddle in applied research settings.

Cognitive antecedents of consumers' willingness to purchase fish rich in polyunsaturated fatty acids (PUFA)

A sample of UK consumers (N = 311) was interviewed in order to identify the attitudinal, cognitive and involvement characteristics of probable early adopters of polyunsaturated fatty acid (PUFA) fed fish. Attitude to fish significantly influenced PUFA fish, premium price PUFA fish, PUFA salmon, PUFA eel and PUFA sturgeon purchase. Involvement in healthy eating influenced PUFA fish, premium price PUFA fish and PUFA salmon purchase. Cognitive style did not influence PUFA fish and premium price PUFA fish purchase; nor, contrary to earlier research, did cognitive style and involvement interact to influence intended PUFA fish purchases.

Take Five, a nutrition education intervention to increase fruit and vegetable intakes: impact on attitudes towards dietary change

To assess the response of low consumers of fruit and vegetables to a nutrition education intervention programme, data were collected from 104 adults on attitudinal variables related to 'eating more fruit, vegetables and vegetable dishes'. Questionnaires (based on the theory of planned behaviour) assessing perceived barriers to increasing fruit and vegetable consumption were administered before an action-orientated intervention programme and at the end of the intervention period (8 weeks). Questionnaire scores for belief-evaluations in the intervention groups pre- and post-study indicated that support of family and friends, food costs, time constraints and shopping practicalities (in order to increase intake of fruit, vegetable and vegetable dishes) were barriers to greater consumption of these foodstuffs. Perceived situational barriers to increasing intakes of fruits and vegetables were: limited availability of vegetables, salads and fruit at work canteens, take-aways, friends' houses and at work generally. Following the intervention the number of visits to the shops was perceived as a greater barrier for increasing intakes of fruit and vegetables. Perceived practical opportunities for increasing intakes high-lighted drinking fruit juice, taking fruit as a dessert, having fruit as a between-meal snack and eating two portions of vegetables with a meal. About two-thirds of intervention subjects achieved the recommended fruit and vegetable target, but it is concluded that practical issues and situational barriers need to be addressed for the success of future public health campaigns.

UK consumer attitudes, beliefs and barriers to increasing fruit and vegetable consumption

OBJECTIVES

To assess attitudes, predictors of intention, and identify perceived barriers to increasing fruit and vegetable (F&V) intakes.

DESIGN

UK nationwide postal survey utilizing the theory of planned behaviour.

SUBJECTS

Stratified (by social class and region) random sample of 2020 UK adults providing a modest response rate of 37% (n = 741).

RESULTS

Belief measures (e.g. health, cost, taste, etc.) were strongly associated with overall attitudes which were reported as being largely favourable towards fruit, vegetables and, to a lesser extent, vegetable dishes, and were strongly associated with reported intention to increase consumption. Subjects reported they could increase their consumption, but this was only weakly associated with intention to do so. Approximately 50% of respondents reported an intention to increase intakes. Social pressure was strongly associated with reported intention to increase; however, scores indicated low perceived social pressure to change. Evidence of unrealistic optimism concerning perceived intakes and the perceived high cost of fruit may also act as barriers.

CONCLUSIONS

Results from this study suggest a lack of perceived social pressure to increase F&V intakes and suggests that public health efforts require stronger and broader health messages that incorporate consumer awareness of low present consumption.

Garlic: a sensory pleasure or a social nuisance?

A total of 100 female and male shoppers in Helsinki were interviewed to evaluate beliefs, attitudes and norms concerning the consumption of garlic. In a subsequent postal questionnaire, the annoyance related to the smell of garlic, compared with other social odors, was also measured. The most frequent beliefs about garlic pertained to its good taste, unpleasant smell, and healthiness. Users and non-users showed distinctly different belief patterns. Sweat and alcohol were considered the most annoying social odors, and garlic and perfume/aftershave the least so. The Fishbein-Ajzen model, in which individual beliefs and their evaluations as well as subjective norms were used as predictors, explained 35-36% of the variation of the reported consumption and intention to use garlic. The predictive power of the model rose to 56-62% when past behavior was included as a third independent variable. Although the predictive power of attitudes was greater than that of subjective norms, the latter were also significant predictors. Thus, use of garlic is a somewhat unusual form of food-related behavior in that it is controlled by both attitudes and normative factors.