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The Interplay Between Affect and Theory of Planned Behavior Variables

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Abstract:

Objectives: To assess whether affective evaluations of health behaviors moderate or mediate the influence of theory of planned behavior (TPB) variables on intention. Methods: For each of 20 health behaviors, respondents (N=300) completed questionnaire measures of affective evaluation, attitude, subjective norm, perceived behavioral control, and intention. Results: Analyses using path modeling revealed that affective evaluation of the behaviors did not moderate the influence of the TPB variables on intention, but it partially mediated the influence of attitude and perceived behavioral control on intention. Conclusions: These results emphasize the importance of affective evaluation as a target for health communication.

Keywords: AFFECT; HEALTH BEHAVIOR; MEDIATION; MODERATION; THEORY OF PLANNED BEHAVIOR

Document Type: Research Article

DOI: http://dx.doi.org/10.5993/AJHB.36.1.11

Affiliations: 1: Associate Professor of Persuasive Communication, Amsterdam School of Communication Research, University of Amsterdam, Amsterdam, The Netherlands;, Email: m.keer@uva.nl 2: Associate Professor of Persuasive Communication, Amsterdam School of Communication Research, University of Amsterdam, Amsterdam, The Netherlands 3: Professor of Persuasive Communication, Amsterdam School of Communication Research, University of Amsterdam, Amsterdam, The Netherlands

Publication date: January 1, 2012

More about this publication?
  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.
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