The Risk-as-feelings hypothesis in a Theory-of-planned-behaviour perspective

Abstract

Abstract The Theory of Planned Behaviour (TpB: Ajzen, 1985; 1991) is based on a utility framework, and the Risk-as-Feelings hypothesis (RaF: Loewenstein, Weber, Hsee, & Welch, 2001) is a feelings-based behavioural model. The TpB and RaF are first compared and contrasted. Two empirical studies investigated the predictive power of consequence-based vs. affect-based evaluative judgements for behavioural intentions: Study 1 (n = 94) applied a regression model to examine the predictive value of a subset of shared variables, unique TpB variables, and unique RaF variables for intentions to have unsafe sex. Study 2 (n = 357) experimentally examined whether intentions are driven by consequences or feelings, in two decision vignettes with opposite qualities: A positive hedonic experience with potential negative consequences (unsafe sex) vs. a negative hedonic experience with potential positive consequences (back surgery). The results supported the TpB by emphasising the role of outcome-expectations in the construction of intentions, and the RaF by showing the importance of affective subcomponents in attitudes.

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