Integrating the theory of planned behavior and attitude functions: implications for health campaign design.
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.
Wang
Xiao
X
Department of Communication, Eastern Connecticut State University, Willimantic, CT 06226, USA. hsiaowang@gmail.com
D001290:Attitude; D001519:Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D011582:Psychological Theory; D012649:Self Concept; D012933:Social Identification; D013334:Students; D014495:Universities