Martin Fishbein

The prediction of behavior from attitudinal and normative variables

Abstract Fishbeins (1967) extension of Dulanys (1967) theory of propositional control was tested in the context of the Prisoners Dilemma (PD) game. The theory holds that a persons behavior (B) is a function of his behavioral intention (BI) which is determined by his attitude toward the act (A-act) and by his beliefs about the expectations of the other player, i.e., social normative beliefs (NBs). Two PD games differing in Cooperation Index (CI) were each played in a cooperative, a competitive, and an individualistic motivational orientation. CI and motivational orientations affected questionnaire measures of the theoretical constructs and game behavior as expected. Their influence on B was mediated by BI through A-act and NBs. BI correlated highly with B and was in turn accurately predicted from A-act and NBs in a multiple-regression equation. The relative importance of A-act and NBs in predicting BI and B varied as expected with the motivational orientation: in the cooperative condition norms were relatively more important; under competition more relative weight was placed on A-act.

The Prediction of Behavioral Intentions in a Choice Situation.

Abstract Two complementary hypotheses, one derived from decision theory and the other from Fishbeins 1967 theoretical model, were tested with respect to the prediction of behavioral intentions. One hundred subjects completed questionnaires including measures of attitudes and normative beliefs toward single behaviors and toward dichotomous and multiple behavioral choices. Consistent with decision theory notions it was found that behavioral intentions in a choice situation could be predicted with higher accuracy by considering attitudes toward all behavioral alternatives than by using the attitude toward only one of the possible actions. In support of the prediction based on Fishbeins model it was found that behavioral intentions for single acts as well as for acts in dichotomous and multiple choice situations were a function not only of attitudes toward the acts but also of normative beliefs with respect to these behaviors.

Prediction and change of health behavior: Applying the reasoned action approach

Preface. I. Ajzen, D. Albarracin, Predicting and Changing Behavior: A Reasoned Action Approach. D. Trafimow, Distinctions Pertaining to Fishbein and Ajzens Theory of Reasoned Action. J.N. Cappella, The Role of Discrete Emotions in the Theory of Reasoned Action and Its Successors: Quitting Smoking in Young Adults. R. Hornik, An Extension of the Theory of Reasoned Action and Its Successors to Multiple Behavior Interventions. J. Jaccard, H. Blanton, A Theory of Implicit Reasoned Action: The Role of Implicit and Explicit Attitudes in the Prediction of Behavior. H.C. Triandis, Commentary on Attitudes and Behavior. V. Ottati, N.D. Krumdick, Attitudes and Behavior: Critical Issues. M. Yzer, Does Perceived Control Moderate Attitudinal and Normative Effects on Intention? A Review of Conceptual and Methodological Issues. S.E. Middlestadt, What Is the Behavior? Strategies for Selecting the Behavior to Be Addressed by Health Promotion Interventions. D. Kasprzyk, D.E. Montano, Application of an Integrated Behavioral Model to Understand HIV Prevention Behavior of High Risk Men in Rural Zimbabwe. R.J. Wolitski, J. Zhang, Understanding and Motivating Condom Use Among At-Risk and HIV-Seropositive Persons: A Review and Demonstration of the Applicability of the Theories of Reasoned Action and Planned Behavior. L. Sherr, Through the Theoretical Microscope? Comments on Kasprzyk and Montano, Wolitski and Zhang, and Middlestadt and Yzer. G. Gorn, Commentary on the Theories of Reasoned Action and Planned Behavior and Their Use in Health Promotion. E. Hopkins, C.A. Rietmeijer, Exploring HIV Serosorting as a Preventive Behavior Among Men Who Have Sex With Men Using a Comprehensive Approach to Behavioral Science Theory. S. Pick, Extension of Theory of Reasoned Action Principles for Health Promotion Programs With Marginalized Populations in Latin America. L.S. Jemmott, J.B. Jemmott, Applying the Theory of Reasoned Action to HIV Risk Reduction Behavioral Interventions. S.C. Kalichman, The Theory of Reasoned Action and Advances in HIV/AIDS Prevention. D. Holtgrave, Applied Aspects of Health Promotion Interventions Based on Theory of Reasoned Action and Theory of Planned Behavior. M. Fishbein, A Reasoned Action Approach: Some Issues, Questions, and Clarifications.

Application of the theory of reasoned action to the National Park Service's controlled burn policy.

The theory of reasoned action was examined as a model of attitude and behavior change based on public perceptions of the National Park Services controlled burn policy. Also, effects of belief-targ...

On construct validity: A critique of Miniard and Cohen's paper

Abstract Miniard and Cohens conclusion that our measures of attitudes and subjective norms lack construct validity is rejected. It is shown that the data from their study are entirely consistent with data from previous investigations and that the data provide additional evidence for the predictive validity of our theory and for the construct validity of our operations.

Attribution of responsibility: A theoretical note

Abstract Research on factors influencing attribution of responsibility has resulted in inconsistent and inconclusive findings. A theoretical analysis suggests that Heiders levels of causality represent two dimensions underlying attribution of responsibility. It is suggested that conflicting findings result from failures to control at least one of these two dimensions.

Using Information to Change Sexually Transmitted Disease-Related Behaviors

Given that sexually transmitted diseases (STDs) are transmitted by individuals engaging in definable physical behaviors and that many STDs are not curable, it is clear that an effective STD prevention program must include a component that focuses on changing high-risk or maintaining low-risk behaviors. Furthermore, a behavior change program is also necessary to encourage people to determine whether or not they have been exposed to a particular STD, as well as to get them to seek and use available treatments. In this chapter, we illustrate how the theory of reasoned action (Ajzen & Fishbein, 1980; Fishbein, 1980, 1967; Fishbein & Ajzen, 1975), can be used to empirically identify the determinants of any given behavior (i.e., the factors underlying it). Perhaps more important, we also try to show how, once identified, information about these determinants can be used to develop interventions that can successfully influence behaviors involved in the control and spread of STDs, including AIDS.

The Moderating Effect of Behavior Type on the Subjective Norm-Behavior Relationship

Abstract Three experiments were focused on the relationship between subjective norms and behavior. In Experiment 1, American college students were presented with an attitudinally or normatively controlled behavior and were instructed to suppose that the person most affected by the behavior approved or disapproved of the students performing that behavior. This manipulation had a greater effect on intentions to perform the normatively controlled behavior than on intentions to perform the attitudinally controlled behavior. Experiments 2 and 3 were attempts to replicate the interaction, using a manipulation of the subjective norm rather than a manipulation of the normative proscriptions of a specific other. The findings indicate that the effect depends, to some extent, on the cognitive accessibility of behavior-specific important others.

Using Behavioral Theory in Computer-Based Health Promotion and Appraisal

This article explores how behavioral theory can facilitate the development, implementation, and evaluation of health promotion software packages intended to influence personal health practices and/or assess health risks. Current behavioral theories and models are reviewed, and their relevance to developing health promotion software is discussed. A series of six steps is suggested for developing and evaluating health promotion and appraisal software within a behavioral theory framework. These steps should help to facilitate direct application of the theory-based process to health promotion software development.

Structure of outcome beliefs in condom use

To study the structure of beliefs about condom use outcomes, the authors derived and tested 4 psychosocial hypothetical models: (a) a 2-factor model of the personal and social outcomes of condom use; (b) a 2-factor model of the pros and cons of the behavior; (c) a 3-factor model (i.e., physical, self-evaluative, and social) of outcome expectancies; and (d) a thematic 4-factor model of the protection, self-concept, pleasure, and interaction implications of the behavior. All 4 models were studied with a confirmatory factor analysis approach in a multisite study of 4,638 participants, and the thematic solution was consistently the most plausible. Self-concept and pleasure were most strongly associated with attitudes toward using condoms, intentions to use condoms, and actual condom use, whereas protection and interaction generally had little influence.