Comparing solutions to the expectancy‐value muddle in the theory of planned behaviour

Hannah M. McGee · Orla Keegan

17 citations0/0 files storedBritish Journal of Health Psychology

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Behavioral Health and Interventions Psychometric Methodologies and Testing Media Influence and Health

Abstract

OBJECTIVES: The authors of the Theories of Reasoned Action (TRA) and Planned Behaviour (TPB) recommended a method for statistically analysing the relationship between the indirect belief-based measures and the direct measures of attitude, subjective norm, and perceived behavioural control (PBC). However, there is a growing awareness that this yields statistically uninterpretable results. This study's objective was to compare two solutions to what has been called the 'expectancy-value muddle'. These solutions were (i) optimal scoring of modal beliefs and (ii) individual beliefs without multiplicative composites. DESIGN: Cross-sectional data were collected by telephone interview. METHODS: Participants were 110 first-degree relatives (FDRs) of patients diagnosed with colorectal cancer (CRC), who were offered CRC screening in the study hospital (83% response rate). Participants were asked to rate the TPB constructs in relation to attending for CRC screening. RESULTS: There was no significant difference in the correlation between behavioural beliefs and attitude for rescaled modal and individual beliefs. This was also the case for control beliefs and PBC. By contrast, there was a large correlation between rescaled modal normative beliefs and subjective norm, whereas individual normative beliefs did not correlate with subjective norm. CONCLUSIONS: Using individual beliefs without multiplicative composites allows for a fairly unproblematic interpretation of the relationship between the indirect and direct TPB constructs (French & Hankins, 2003). Therefore, it is recommended that future studies consider using individual measures of behavioural and control beliefs without multiplicative composites and examine a different way of measuring individual normative beliefs without multiplicative composites to that used in this study.

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References

1991The theory of planned behavior 1992The generality of the automatic attitude activation effect.2001Design and use of questionnaires: a review of best practice applicable to surveys of health service staff and patients 1991The problem of analyzing multiplicative composites: Interactions revisited.2003Eliciting salient beliefs in research on the theory of planned behaviour: The effect of question wording 2000The Theory of Planned Behavior: Some Measurement Issues Concerning Belief‐Based Variables 2003The expectancy‐value muddle in the theory of planned behaviour — and some proposed solutions 2002Individually elicited versus modal normative beliefs in predicting attendance at breast screening: Examining the role of belief salience in the Theory of Planned Behaviour

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2016The design and psychometric assessment of a child-friendly TPB-based questionnaire 2012Constructing multiplicative measures of beliefs in the theory of planned behaviour 2014The dimensional salience solution to the expectancy-value muddle: An extension

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