“This is who i am”: Identity expressiveness and the theory of planned behavior

Helge Thorbjørnsen · Per Egil Pedersen · Herbjørn Nysveen

227 citations0/0 files storedPsychology and Marketing

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Technology Adoption and User Behaviour Innovative Human-Technology Interaction Behavioral Health and Interventions

Abstract

Abstract This paper explores the role of self‐identity expressiveness and social identity expressiveness in the context of Multimedia Messaging (MMS) adoption. An extended version of the Theory of Planned Behavior (TPB) including a wider array of identity and social influences is developed and tested. As hypothesized, self‐identity expressiveness and social identity expressiveness prove to be significant determinants of intentions to use. Moreover, the extended TPB model explains 62% of the variance in usage intentions. The paper also investigates the relationship between self identity expressiveness and attitude and between social identity expressiveness and subjective norm. The study results indicate that the concept of subjective norm alone is insufficient to capture the rich universe of identity and social influences driving behavioral intentions. Implications for marketing managers and scholars are discussed. © 2007 Wiley Periodicals, Inc.

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References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1992Alternative Ways of Assessing Model Fit 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2000An Integrative Theory of Intergroup Conflict 1979The Social psychology of intergroup relations 2001Efficacy of the Theory of Planned Behaviour: A meta‐analytic review

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