Integrating the Theory of Planned Behavior and Attitude Functions: Implications for Health Campaign Design

Abstract

This study argues that the integration of the theory of planned behavior and attitude functions can provide a more detailed theoretical explanation and more precise practical guidance regarding behavioral prediction. Relying on a survey of 549 undergraduate students, this research found that individuals' intentions to regularly participate in physical activity were predicted by their utilitarian and self-esteem maintenance attitudes, the effects of which were further moderated by individuals' strength of self-monitoring and self-esteem, respectively. In addition to theoretical implications, this research indicates that campaign planners should consider the use of more-detailed attitude constructs and design functionally matched messages according to the target's personality traits.

Notes

¹The global evaluation of attitudes, based on semantic-differential items, is also summed as a unidimensional measure and has been widely used in the literature “due largely to its ease of construction” (Ajzen, 2002). This study utilized the indirect measure of attitudes because, unlike the global evaluation, it speaks more directly to the beliefs and motivations that need to be addressed in campaigns and provides a basis for incorporating attitude functions.

²The final 10 items were selected from 24 initial items based on the classification according to Shavitt's definition (1990) by two graduate students (Cohen's κ = .89) and a confirmatory factor analysis. Details are available from the author.