All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Young Smokersˇ¦ Cognitive and Affective Responses to Gain-framed and Loss-framed Antismoking Message: A Think Aloud Protocol Study
Unformatted Document Text:  Framing Antismoking Message – 10 The theory proposes that a voluntary behavior (under a person’s control) will be predicted by behavioral intention, and behavior intention is determined by attitude toward the behavior and subjective norms. Attitude toward the behavior is a person’s positive or negative evaluation of self-performance of the particular behavior; subjective norms are a person’s perception of social normative pressures, or relevant others believe he or she should or should not perform such behavior (Ajzen & Fishbein, 1980; Fishbein & Ajzen, 1975). Generally, the attitude and the subject norms are believed to be positively related to the behavior: if people evaluated their performance of the suggested behavior as positive and if they think their significant others want to perform the behavior, they are more likely to do so (Ajzen, 1988). A high correlation of attitude toward the behavior and subjective norms to behavioral intention has been confirmed in many studies, so has the relationship between behavioral intention and actual behaviors (Sheppard et al., 1998) To further determine the attitudes toward a behavior, the theory suggests an expectancy-value formulation, which predicts attitude toward a behavior with a belief- evaluation compound. The salient behavioral beliefs are what a person retrieves from memory (e.g., personal experiences, information from mass media, inferences from other beliefs), and considers when deciding how to behave in a given situation (Fishbein & Ajzen, 1975). A behavioral belief associates a specific outcome or some attribute of the action with that particular behavior (Fishbein & Ajzen, 1975). An evaluation of the outcome or attribute is defined as how positive or negative the outcome or attribute is perceived to be (Griffin et al., 1995).

Authors: Cheng, I-Huei. and Cameron, Glen.
first   previous   Page 10 of 41   next   last



background image
Framing Antismoking Message –
10
The theory proposes that a voluntary behavior (under a person’s control) will be
predicted by behavioral intention, and behavior intention is determined by attitude toward
the behavior and subjective norms. Attitude toward the behavior is a person’s positive or
negative evaluation of self-performance of the particular behavior; subjective norms are a
person’s perception of social normative pressures, or relevant others believe he or she
should or should not perform such behavior (Ajzen & Fishbein, 1980; Fishbein & Ajzen,
1975).
Generally, the attitude and the subject norms are believed to be positively related to
the behavior: if people evaluated their performance of the suggested behavior as positive
and if they think their significant others want to perform the behavior, they are more
likely to do so (Ajzen, 1988). A high correlation of attitude toward the behavior and
subjective norms to behavioral intention has been confirmed in many studies, so has the
relationship between behavioral intention and actual behaviors (Sheppard et al., 1998)
To further determine the attitudes toward a behavior, the theory suggests an
expectancy-value formulation, which predicts attitude toward a behavior with a belief-
evaluation compound. The salient behavioral beliefs are what a person retrieves from
memory (e.g., personal experiences, information from mass media, inferences from other
beliefs), and considers when deciding how to behave in a given situation (Fishbein &
Ajzen, 1975). A behavioral belief associates a specific outcome or some attribute of the
action with that particular behavior (Fishbein & Ajzen, 1975). An evaluation of the
outcome or attribute is defined as how positive or negative the outcome or attribute is
perceived to be (Griffin et al., 1995).


Convention
All Academic Convention is the premier solution for your association's abstract management solutions needs.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 10 of 41   next   last

©2012 All Academic, Inc.