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A Multilevel Study of Interpersonal Influence in Academic ‘Influence Networks’
Unformatted Document Text:  Influence Networks 9 & Fishbein, 1980; Fishbein, 1967; Sheppard, Hartwick, & Warshaw, 1988; Trafimow & Finlay, 2001). This theory predicts behavioral intentions based on one’s attitude and subjective norm toward a behavioral outcome: attitude and subjective norm are the only determinants of behavioral intentions, and behavioral intentions are proximal to behavioral outcomes. Influence via the attitudinal route occurs when an individual has formed an opinion based on information or past experience. Attitude toward performing a behavior may be strongly positive or strongly negative, and this partially determines whether or not an individual will engage in the behavior. Including a subjective report of normative influence into the model strengthens behavioral prediction. The subjective norm is a product of one’s subjective report of others’ attitudes about performing a particular behavior and of one’s motivation to comply with each important other (Ajzen & Fishbein, 1980). These perceived attitudes provides a description of the normative environment, and motivation to comply with each identified other offers a general assessment of influence. Attitude and subjective norm do not always equally influence behavioral intentions. For example, individuals who are confident in their own opinion, or ‘attitudinally controlled’, will form their behavioral intentions on their individual attitude (Trafimow & Finlay, 2001). Or, for judgmental decision tasks, decisions are more likely to be based on the collective opinion within the normative environment (Trafimow & Davis, 1993). Individual level variation is expected in the degree to which attitude and subjective norm shape behavioral intentions. Interpersonal influence is operationalized as the extent to which an individual is susceptible to the subjective norm relative to one’s individual attitude. Individuals who are susceptible to interpersonal influence will base their behavioral intention on their subjective norm, and individuals resistant to interpersonal influence will base their intentions on their attitude. This difference in the

Authors: Wolski, Stacy.
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Influence Networks 9
& Fishbein, 1980; Fishbein, 1967; Sheppard, Hartwick, & Warshaw, 1988; Trafimow & Finlay,
2001). This theory predicts behavioral intentions based on one’s attitude and subjective norm
toward a behavioral outcome: attitude and subjective norm are the only determinants of
behavioral intentions, and behavioral intentions are proximal to behavioral outcomes.
Influence via the attitudinal route occurs when an individual has formed an opinion based
on information or past experience. Attitude toward performing a behavior may be strongly
positive or strongly negative, and this partially determines whether or not an individual will
engage in the behavior. Including a subjective report of normative influence into the model
strengthens behavioral prediction. The subjective norm is a product of one’s subjective report of
others’ attitudes about performing a particular behavior and of one’s motivation to comply with
each important other (Ajzen & Fishbein, 1980). These perceived attitudes provides a description
of the normative environment, and motivation to comply with each identified other offers a
general assessment of influence.
Attitude and subjective norm do not always equally influence behavioral intentions. For
example, individuals who are confident in their own opinion, or ‘attitudinally controlled’, will
form their behavioral intentions on their individual attitude (Trafimow & Finlay, 2001). Or, for
judgmental decision tasks, decisions are more likely to be based on the collective opinion within
the normative environment (Trafimow & Davis, 1993). Individual level variation is expected in
the degree to which attitude and subjective norm shape behavioral intentions. Interpersonal
influence is operationalized as the extent to which an individual is susceptible to the subjective
norm relative to one’s individual attitude. Individuals who are susceptible to interpersonal
influence will base their behavioral intention on their subjective norm, and individuals resistant
to interpersonal influence will base their intentions on their attitude. This difference in the


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