Moderating role of attitudinal ambivalence within the theory of planned behaviour

• Published in: British journal of social psychology Vol. 42; no. 1; pp. 75 - 94
• Main Authors: Conner, Mark, Povey, Rachel, Sparks, Paul, James, Rhiannon, Shepherd, Richard
• Format: Journal Article
• Language: English
• Published: Oxford, UK Blackwell Publishing Ltd 01.03.2003; British Psychological Society
• Subjects: Adult; Attitude to Health; Attitudes; Behavior. Attitude; Biological and medical sciences; Eating behaviour; England; Feeding Behavior - psychology; Female; Fundamental and applied biological sciences. Psychology; Human behaviour; Humans; Individuality; Internal-External Control; Male; Motivation; Nutrition Surveys; Personality; Planned behaviour theory; Prospective Studies; Psychology; Psychology. Psychoanalysis. Psychiatry; Psychology. Psychophysiology; Social behaviour; Social Conformity; Social psychology; Surveys; United Kingdom; Human; Ambivalence; Attitude; Subjective norm; Theorie of planned behavior; Interindividual comparison; Intention; Behavior; Experimental study; Perceived control; Social cognition
• ISSN: 0144-6665; 2044-8309
• DOI: 10.1348/014466603763276135

The present study examined the moderating role of attitudinal ambivalence within the theory of planned behaviour (TPB). Attitude, subjective norm, perceived behavioural control (PBC), behavioural intentions and self‐reported behaviour were assessed in relation to 20 healthy eating behaviours in a prospective questionnaire design in 232 members of the general public in the UK. Between‐participants univariate and multivariate analyses indicated attitude‐behaviour and PBC‐behaviour relationships to be weaker in higher ambivalence compared to lower ambivalence respondents. These effects were confirmed in within‐participants analyses. The findings are discussed in terms of the role of ambivalence in furthering our understanding of relationships in the TPB.