The normative component of the theory PDF

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The normative component of the theory, NB(Mc), deals with the influence of the social environment on behavior. NB is the actor's belief about the likelihood that members of a given reference group expect him to perform the behavior in question. This normative belief is multiplied by Me, the individual's motivation to comply with the reference group's perceived expectations The Relation between Behavioral Intention and Overt Behavior The theory assumes that behavioral intentions, appropriately measured, are highly predictive of actual behavior. The relationship between these variables has been examined in seven studies, two of which have only obtained self-reports of behavior (see Table 1). Measures of behavioral intentions have typically been very direct, asking the subject to indicate what he intends to do or would do in the situation criterion. It thus appears that the best measure of intentions for the prediction of a given behavior is one that is taken in close temporal proximity to the behavior that is to be predicted. According to the theory, any variable other

than Aact or NB (Me) may influence behavioral intentions, and hence behavior, indirectly. Thus, any "external" factor such as demographic or personality characteristics of the actor, variables related to the particular behavior under investigation, or situational variables can affect intentions and overt behavior only if they influence the attitudinal or normative components or their relative weights. Many of the studies Changing Intentions and Behaviors The low and inconsistent relations usually obtained between traditional measures of attitude and overt behavior suggest that there is little reason to assume that attitude change will result in behavioral change. Indeed, what little evidence there is on this point indicates that attitude change has relatively little effect on behavior (Festinger, 1964). In light of the present theory, this should not come as a surprise; behavioral change can best be effected by manipulation of the determinants of behavioral intentions and behavior, that is, the theory's two components. Thus, it is suggested that changes in attitudinal-type variables may result in behavioral change. However, rather than attempting to change traditional attitudes toward an object, one needs to deal with Aact and NB(Mc) which are more behavior-specific. Although not always recognized, it is usua Clearly, then, the effectiveness of a persuasive

communication designed to change behavior depends on the target variable that is attacked. Messages directed at the attitudinal component are effective only if that component carries a significant weight in the prediction of behavior. The same holds true for a message directed at the normative component. If one of the components is of little importance in

the prediction of behavior, then any attempt to change it, even if successful, cannot be expected to have a strong effect on behavior....