Self-Identity in Planned Behavior Perspective: Past Behavior and Its Moderating Effects on Self-Identity-Intention Relations

Abstract

The self-identity and past behavior measures were included in a structured TPB (Theory of Planned Behavior) questionnaire, with the major aim of providing support for the hypothesized main and interaction effects. Results supported the validity of the TPB model, with subjective norm as the strongest predictor of intention. In addition, self-identity (β=.10, p<.049), and past behavior (β=.25, p<.001) emerged as significant predictors of intention in the augmented model. Moreover, a moderation effect was observed for past behavior on self-identity- intention relations (β=-.15, p<.001), the significance of which was confirmed by simple slope analysis. Based on the findings, the possibility of integrating the self-identity perspective within the TPB is suggested. Further theoretical and practical implications are discussed.

“This is who i am”: Identity expressiveness and the theory of planned behavior

“…Although the weak effect of norms may partly be attributed to poor measurements, Armitage and Connor (2001), in line with other researchers, highlight the need to expand the subjective norm concept and add other social and identity-related variables. Consequently, recent contributions building on self identity-related theories have begun to expand TPB and TRA by including self identity as a predictor of intentions, independent of subjective norms (Sparks & Guthrie, 1998;Fekadu & Kraft, 2001;Terry, Hogg & White, 1999;Fitzmaurice, 2005). In general, these studies support the validity and predictive ability of including self identity in TPB and TRA.…”

“…In these studies, identity salience is the most frequently used concept; it is typically measured applying the identity salience indicators developed by Callero (1985); (cf. Fekadu & Kraft, 2001;Arnett, German & Hunt, 2003). For the present study, some of these indicators contribute to the design of the item "I use MMS to express my personal values".…”

“…Identity theory, originally formulated by Stryker (Stryker, 1968;, is a microsociological theory that sets out to describe and explain individuals' role-related behaviors (Hogg, Terry, & White, 1995;Fekadu & Kraft 2001). Identity theory maintains that people have distinct components of self, called role identities, for each role position they occupy in society (Terry, Hogg & White, 1999).…”

“…However, despite the success of these theories in predicting behavior across a wide array of contexts, several researchers have doubted the sufficiency of the subjective norm component of the model(s) (cf. Conner & Armitage, 1998;Armitage & Conner, 2001;Terry, Hogg & White, 1999;Fekadu & Kraft, 2001;Mannetti, Pierro & Livi, 2002). For instance, in a meta-analytic review of 185 independent studies applying the theory of planned behavior (TPB), Armitage and Connor (2001) found the subjective norm construct to be a generally weak predictor of intentions.…”

Conceptualizing Culturally Infused Engagement and Its Measurement for Ethnic Minority and Immigrant Children and Families

“…These areas have been underdeveloped and understudied in engagement in helping processes. Research has indicated that among collectivistic cultures, subjective norms are more predictive than behavioral beliefs in regard to individuals' intentions and behavioral outcomes [e.g., use of contraception in Ethiopia (Fekadu and Kraft 2001); environmentally friendly purchasing behavior in China (Chan and Lau 2001)]. In the same manner, it is likely that for ethnic minority and immigrant families who espouse more collectivistic cultural views, the norms of their cultural group, community, or family will have significant effects on determining the behavioral engagement in mental health services.…”