Some suggestions for studying situational factors within the framework of attitude-behaviour models

Abstract

In this commentary I attempt to extend Eiser's (1996) analysis by offering some suggestions as to how situational factors can be studied within the framework of attitude-behaviour models such as the theory of reasoned action. One way is to vary the context component of the questions that the research subject is asked. For example, one could elicit the subject's intentions to use a condom the next time they have sex with (i) their current partner and (ii) a new sexual partner. A second way is to vary the measurement situation, that is the situation in which the data are collected. This approach can be used to study methodological factors (e.g. the effect of paper-and-pencil questionnaire vs. computer-presented format) and substantive factors (e.g. the effect of mood or alcohol). Both strategies for studying situational factors suggest reasons why intentions and behaviour may not be closely related in some circumstances.

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