Using the Theory of Planned Behavior to Identify Beliefs Underlying Visiting the Indiana State Museum

Underpinned by the framework of the theory of planned behavior, this study uncovered the beliefs that could influence individuals' behavior of visiting a museum. Interviews and questionnaires were conducted with visitors at the Indiana State Museum to elicit a range of their behavioral, normative, and perceived behavioral control beliefs with respect to visiting the museum and to determine the strength and importance of the salient beliefs. The findings suggest a consideration of the positive outcomes of visiting the museum—such as learning and socialization, and family members' norm in the design of a persuasive communication intervention.