The influence of past behavior on behavioral intent: An information‐processing explanation

Despite considerable research on the impact of past behavior on decision making over the past two decades, little is yet known about how past experience moderates decision theoretic factors within models of behavioral intent. This research explores the implications of past behavior within the theory of planned behavior (TPB), and how it influences key decision‐making variables. A theoretical model of how past behavior can induce deliberative versus heuristic processing of information is developed and tested. Consumer implications of the impact of past behavior on behavioral intentions are discussed, highlighting the importance of addressing one's experience when making a decision. © 2008 Wiley Periodicals, Inc.     

The Impact of “Encouragement” in the Development of Professionals for the Non-Profit Service Sector

Abstract

This study examines the role of perceived intent in the context of penalty evaluation. Based on prior attribution research, the study proposes that customers' responses to penalties are different depending on their perceptions of the organization's intent of using penalties. Using the data collected across the service industry, the study shows that when customers perceive the organization's intent as defensive rather than offensive, their evaluations of the penalty and the organization (e.g., perceived justice, satisfaction, behavioral intentions) are more positive than when they do not. Managerial implications are offered.     

Social Sharing of Online Videos: Examining American Consumers’ Video Sharing Attitudes,Intent, and Behavior

The present study integrated the theory of planned behavior, technology acceptance model, and Palka et al.'s (2009) viral marketing model to examine U.S. consumers’ online video sharing attitudes, intent, and behavior. Two online surveys of 318 U.S. college students and 370 U.S. general consumers were conducted consecutively in April 2012 and May 2012 to strengthen the study's reliability and validity. Results show that perceived pleasure and cost served as important predictors of online video sharing attitudes among college students and general consumers. Their intent to share online videos was predicted by perceived pleasure and normative influences, attitudes, and social media use. The number of online videos they shared was determined by online video consumption, intenteh, normative influences, and social media use. Sharing of online videos is different from sharing other online content in that perceived utilities and behavioral control do not really matter. The findings carry important implications for academic researchers, online marketers, and video publishers.     

Consumers’ Intent: In the Organic Food Market

ABSTRACT

This paper examines the determinants that influence consumers' intention to purchase organic products. Ajzen's theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory is tested. A survey of 144 consumers was used to determine the beliefs which determine consumers’ intent to purchase organic food. Furthermore, attitudes, subjective norm, and perceived behavioral control were examined to determine whether they affect consumers’ intention to make organic products purchases. The findings offer considerable support for the robustness of the TPB in explaining intention in the sample. In addition, empirical evidence suggest that price, availability of organic products, product information and the subjective opinions of others are important determinants of consumers intent to buy organic products. The results are consistent with previous research.     

Work-Related Behavioral Intentions in Macedonia: Coping Strategies, Work Environment, Love of Money, Job Satisfaction, and Demographic Variables

Based on theory of planned behavior, we develop a theoretical model involving love of money (LOM), job satisfaction (attitude), coping strategies/responses (perceived behavioral control), work environment (subjective norm), and work-related behavioral intentions (behavioral intention). We tested this model using job satisfaction as a mediator and sector (public versus private), personal character (good apples versus bad apples), gender, and income as moderators in a sample of 515 employees and their managers in the Republic of Macedonia. For the whole sample, both coping strategies and helpful work environment were related to high job satisfaction. The relationship between work environment and job satisfaction was the strongest link in all subsequent analyses. High LOM is associated with unfavorable work environment for employees in the private sectors and people with low income and is positively associated with coping strategies for bad apples. A favorable work environment was related to less corrupt intent for people in the public sectors, good apples, and with low income, but not for their counterparts. Coping strategies were related to high job satisfaction for males, but not for females. Our counterintuitive results showed that bad apples?? high LOM was related to low corrupt intent. Our theoretical model sheds new light and provides novel theoretical, empirical, and practical implications to Macedonian managers?? corrupt intent.     

Shame‐Free Guilt Appeals: Testing the Emotional and Cognitive Effects of Shame and Guilt Appeals

Although many health communication researchers use the terms “shame” and “guilt” interchangeably, arguably these constructs are distinct and have widely divergent psychological consequences. The purpose of this study was to explore distinct cognitive and emotional outcomes resulting from shame relative to guilt appeals. Specifically, this paper provides empirical evidence that negative outcomes such as anger and perceived manipulative intent are more likely to be associated with shame than guilt. Using an experimental design, participants were randomly assigned to view either a shame or a guilt appeal about getting tested for STDs and completed an online questionnaire. Shame was correlated with both anger and perceived manipulative intent whereas guilt was not. Participants who viewed the shame appeal reported higher levels of shame, anger, and perceived manipulative intent. Tactics for creating shame‐free guilt appeals and future research are discussed.     

Foreign company misconduct and how consumers’ punitive intent is influenced by country stereotypes and the perceived similarity between the foreign country and the home country

Using a previously untested similarity contingency model of country stereotypes, this study assesses the effects of country stereotypes, perceived country similarity, and their interplay on emotion-driven punitive intent toward foreign, wrongdoing companies. In Study 1, positive country stereotypes (warmth, competence) mitigate punitive intent by diminishing agonistic emotions (contempt, anger, and disgust). Study 2 demonstrates that perceived similarity with a wrongdoing company’s country of origin moderates the indirect effects of country stereotypes on emotion-driven punitive intent. Compensatory effects between country stereotypes and perceived country similarity emerge; with greater (lower) perceived country similarity, the indirect effects of country stereotypes on emotion-driven punitive intent are weaker (stronger). The results provide companies with relevant insights into (1) why consumers emotionally react as they do to wrongdoing companies of different nationalities and (2) how to counterbalance negative effects of company misconduct by harmonizing elements of countries’ warmth, competence, and perceived country similarity in branding and communication content.     

Can Anticipating Time Pressure Reduce the Likelihood of Unethical Behaviour Occurring?

Academic integrity (AI) violations on college campuses continue to be a significant concern that draws public attention. Even though AI has been the subject of numerous studies offering explanations and recommendations, academic dishonesty persists. Consequently, this has rekindled interest in understanding AI behavior and its influencers. This paper focuses on the AI violations of plagiarism and sharing homework for freshman business students, examining the factors that influence a student’s intention to plagiarize or share homework with others. Using a sample of more than 1300 freshman business students over 2 years, we modeled intent to plagiarize and intent to share homework using factors in the Theory of Planned Behavior in addition to past violation behavior and moral obligation (feelings of guilt). Based on the results of this study, attitude, perceived behavioral control, subjective norm, and in addition past behavior and moral obligation, were found to significantly influence an individual’s intention to violate academic integrity (for plagiarism and sharing homework when asked not to do so), explaining 33 and 35 % of the variance in intention to commit an AI violation for sharing homework and plagiarism, respectively. These results contribute to a better understanding of individuals’ motivations for plagiarizing and sharing homework, which is a necessary step toward reducing academic integrity violations.     

The roles of sensory perceptions and mental imagery in consumer decision-making

The current study examines the relationship between sensory perceptions and mental imagery and the mechanism through which sensory perceptions and mental imagery influence behavioral intent in store-based retailing. An online survey was conducted with in-store purchasers (N = 455). The results showed a significant correlation between sensory perceptions and mental imagery. Supporting the sensory marketing framework, both sensory perceptions and mental imagery indirectly influenced behavioral intent via anticipatory emotion and decision confidence. No direct relationships between sensory perceptions and behavioral intent, and between mental imagery and behavioral intent were found. Supporting Construal Level Theory, sensory perceptions had consistently stronger influences on consumer responses than mental imagery, while the underlying process was identical between sensory perceptions and imagery. The findings from this study shed new light onto sensory research and offer relevant managerial implications to enhance in-store shopping experiences.     

Factors motivating male consumers’ eco‐friendly apparel acquisition in the South African emerging market

The necessity of pro‐environmental apparel behaviour is to date a neglected concept in the local South African apparel industry. This study focuses on male consumers’ underlying motivation and intent to acquire apparel in an eco‐friendly manner. The research hypotheses and framework for this study are based on the Norm‐Activation Theory and the Theory of Planned Behaviour to clarify underlying motivational factors that contribute to pro‐environmental apparel acquisition. Pro‐environmental approaches were conceptualized as consumers’ purposive reduction of the amount of apparel acquired as well as the evaluation and selection of apparel based on pro‐environmental attributes. A quantitative, cross‐sectional survey approach was used for explanatory research purposes. Male consumers (18 years and older, n = 305) were reached by means of non‐probability, purposive sampling. Respondents completed online and paper‐based questionnaires that included adapted scale items for use in the local context. Results suggest that respondents are aware of the environmental consequences of their apparel behaviour, which then ultimately influences their behavioural intent. In contrast to studies conducted abroad, social and moral norms did not significantly influence their decisions to acquire apparel in a pro‐environmental manner. Respondents’ attitudes and self‐efficacy (i.e. a dimension of perceived behavioural control) contributed to their pro‐environmental intent. Yet, controllability (another dimension of perceived behavioural control) was not a significant predictor of intent and warrants further empirical research. The findings of this study substantiate important recommendations for the development of intervention strategies to promote pro‐environmental apparel behaviour in emerging market contexts such as South Africa.     

Embedding Ethics: Dialogic Partnerships and Communitarian Business Ethics

Although emotion has become one of the most popular research areas within organizational scholarship, few studies have considered its connection with unethical behavior. Using dual-process theory, we expand on the rationalist perspective within the field of behavioral ethics by considering the process through which two discrete emotions, anger and guilt, influence unethical behavior. Across two studies using different methodologies, we found that anger increases unethical behavior whereas guilt reduces unethical behavior. These effects were mediated by impulsive and deliberative processing. Overall, our results shed light on distinct mechanisms through which emotions can influence unethical behavior. Both theoretical and practical implications are discussed.     

Ethical decision making in the medical profession: An application of the theory of planned behavior

The present study applied Ajzen's (1985) theory of planned behavior to the explanation of ethical decision making. Nurses in three hospitals were provided with scenarios that depicted inadequate patient care and asked if they would report health professionals responsible for the situation. Study results suggest that the theory of planned behavior can explain a significant amount of variation in the intent to report a colleague. Attitude toward performing the behavior explained a large portion of the variance; subjective norms explained a moderate amount of the variance; and, perceived behavioral control added little to the explanation of variance. Implications for research and practice are discussed. Donna M. Randall is an Associate Professor in Management and Systems at Washington State University. Her research interests include organizational commitment, media coverage of elite crime, and ethical issues in management. Her publications have appeared in such journals as Decision Sciences, Academy of Management Review, and Journal of Business Ethics. Annetta M. Gibson is a doctoral student in the Department of Accounting and Business Law at Washington State University and a CPA. Her research interests lie in the area of behavioral accounting and ethical issues in auditing, accounting, and management. She has published in the Journal of Business Ethics.     

Applying an extended theory of planned behavior to examine state-branded food product purchase behavior: The moderating effect of gender

ABSTRACT

The purpose of this study was to use an extended model of the theory of planned behavior to investigate the antecedents which lead to consumers’ purchase of state-branded food products. Relationships among attitude, subjective norm, perceived behavioral control, health-consciousness, intention to purchase, and actual purchase were examined. In addition, the moderating role of gender on consumer purchasing was assessed. The hypothetical model was empirically tested using data collected via Amazon Mechanical Turk (Mturk). Results implicated that consumers’ attitude, subjective norm, and perceived behavioral control of purchasing state-branded products significantly predicted their intention to purchase, and consumers’ intention to purchase significantly predicted their actual purchase of state-branded products. The relationship between health-consciousness and intention to purchase, however, was not found. Gender differences were found only between consumers’ perceived behavioral control of state-branded purchasing and their intention to purchase. Implications for marketers, farmers, and restaurant owners are provided.     

The effect of digital signage on shoppers' behavior: The role of the evoked experience

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers' experiential processing route. In contrast, digital signage messages high on “features and benefits” information evoke intellectual experience and strengthen customers' deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers' approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers' information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers.     

Exploring how consumers cope with online behavioral advertising

This study explores how consumers cope with a computer technology-driven persuasion tactic called online behavioral advertising (OBA). By tracking consumers’ online behaviors, OBA delivers highly tailored advertising messages to individual consumers, giving rise to serious privacy concerns due to their covert nature. Integrating the persuasion knowledge model and the protection motivation theory, we employed a survey method (N = 442) to examine how consumers cope with OBA based on their persuasion knowledge, cognitive appraisal, and cognitive processing variables. The results reveal that persuasion knowledge was indirectly associated with coping behavior of ad avoidance throughout cognitive appraisal process (perceived risks; perceived benefits; self-efficacy). Privacy concerns partially mediated such associations with ad avoidance. Interestingly, cognitive processing variables (reactance; perceived personalization) were significantly associated with ad avoidance without being related to persuasion knowledge. The implications for theoretical, managerial, and social contributions are discussed.     

Some Evidence on the Ethical Disposition of Accounting Students: Context and Gender Implications

Research into the ethical disposition of students hasbeen popular in recent years. However, research intothe ethical disposition of accounting students inparticular has been sparse. Because of the uniquecharacteristics of those who choose to enter the fieldof accounting, generalizing findings of businessstudents to accounting students may not be valid. Consequently, additional studies of accountingstudents are useful.This study investigates context (academic vs.business)-based and gender-based differences inaccounting students ethical intent. We find mixedsupport for gender-based mean differences; theseresults are consistent across context. With regard tocontext we find a greater variability in respondentsbehavioral intent in an academic context relative toa business context. We also find gender-baseddifferences in how ethical issues are grouped (thatis, the perceived cognitive structure of ethicalissues). Implications of these findings are discussedwith particular interest relative to education.     

Investigating interactive effects in the theory of planned behavior in a service‐provider switching context

This study examines whether a model of the theory of planned behavior (Ajzen, 1985) with interaction terms can adequately explain customer service provider switching behavior. Results from a survey of mortgage customers suggest that it does. Interactions between perceived behavioral control (PBC) and intentions, between perceived behavioral control and attitude, and between attitude and subjective norms were all significant predictors of switching intentions. Implications for the theory of planned behavior and its use in services marketing are discussed. © 2002 Wiley Periodicals, Inc.     

Perceived Behavioral Integrity: Relationships with Employee Attitudes, Well-Being, and Absenteeism

Relationships between the behavioral integrity of managers as perceived by employees and employee attitudes (job satisfaction and life satisfaction), well-being (stress and health), and behaviors (absenteeism) were tested using data from the 2002 National Study of the Changing Workforce (n = 2,820). Using multivariate and univariate analysis, perceived behavioral integrity (PBI) was positively related to job and life satisfaction and negatively related to stress, poor health, and absenteeism. The effect size for the relationship with job satisfaction was medium-to-large while the effect sizes with respect to the other variables were small-to-medium. There was no support for the hypotheses that women would perceive lower levels of behavioral integrity and that the strength of the relationships between PBI and the outcomes variables would be stronger among women than among men.     

Enhancing Moral Intensity: The Roles of Personal and Consequential Information in Ethical Decision-Making

This research explored how (a) information regarding consequences and (b) personal information regarding the potential victim influences perceptions of moral intensity and ethical behavioral intent. An experimental vignette research design was used and 314 professional managers participated. The results of the study indicated that personal information impacted ethical behavioral intent through its influence on perceptions of proximity. In contrast, consequential information's impact depended on the presence of personal information or prior knowledge. Implications for management and future ethical research are discussed.