Theory of Planned Behaviour

and Physical Activity

EPHE 348
 Origins
Attitudes were a major focus in psychology
during the 1930s

Evidence was often not supportive of

attitude-behaviour relations
 Problems with earlier research

Aggregate assessment

Specificity (action, context, time-frame,

target)
 Theory of Reasoned Action
Fishbein & Ajzen (1975) postulated a
theoretical model for understanding
behaviour centered around the attitude
construct

Remains the most influential attitude

model 30 years later
 TRA
Attitudes overall evaluation of a
behaviour

Subjective norm overall perceived

expectation to perform the behaviour from
others

Intention summary motivation to enact

the behavior
 TRA Principles
Attitude and subjective norm influence
behaviour through intention

Importance of attitude and subjective norm

can differ by behavior or target group
But what makes up an attitude?
Attitudes are a function of underlying
beliefs about the behavior
Weighted Expectancy x Value

Norms are a function of normative beliefs

(norm x value of referent)
 Theory of Planned Behaviour
Due to the popularity and demonstrated
importance of self-efficacy, the TRA was
extended to include a control construct

Perceived behavioural control ability of

the individual to carry out the behaviour
(skills, opportunity, resources)
 Perceived Behavioural Control
Also an E x V construct:
Belief of capability to overcome an obstacle x
the probability that the obstacle will occur

Ajzen (1991) argues that PBC influences

intention and, to the extent that it
represents real control, behaviour directly
 Theory of Planned Behavior (Ajzen, 1985)

Attitude

Subjective Norm Intention Behavior

Perceived
behavioral control
Figure 14.1
 What causes the beliefs?

Ajzen and Fishbein leave this open but

include personal and observational
experience, personality, demographics,
environment, culture among others
 TPB and PA
Over 100 studies with various populations
Intention related to PA large effect size
Attitude and PBC are related to PA with a
medium to large effect size and related to
intention with a large effect size
Subjective norm related to behaviour and
intention with a small effect size
 PA Beliefs
Most important behavioural beliefs:
Stress relief, takes too much time, fun thing to do
Most important behavioural value:
Health, physical appearance/weight control
Most important normative beliefs and values:
friends, family, spouse/romantic partner
Most important control beliefs and values
Time
Fatigue
 Multi-Component TPB
Attitude, subjective norm, and PBC are multi-faceted:

Attitude = affect, instrumental

Subjective norm = injunctive, descriptive

PBC = skills, opportunity, resources

Rhodes, R.E., Blanchard, C.M. & Matheson, D.H. (2006). A multi-

component model of the theory of planned behaviour. British Journal of
Health Psychology, 11, 119-137.
Rhodes, R.E. & Courneya, K.S. (2003). Investigating multiple components
of attitude, subjective norm, and perceived control: An examination of the
theory of planned behavior in the exercise domain. British Journal of Social
Psychology, 42, 129-146.
 Intention behavior relations
Intention-behavior asymmetry is from intenders
not acting and not from nonintenders acting

The more one intends to exercise, the more

likely one is to fail at achieving ones intentions
(>3 becomes very problematic)

Rhodes, R.E., Courneya, K.S. & Jones, L.W. (2003).

Translating exercise intentions into behaviour:
Personality and social cognitive correlates. Journal of
Health Psychology, 8, 449-460.
 Temporal Profiles of Exercise Behavior Motivation
ACTION PLANNING ACTION CONTROL

AFFECTIVE EVALUATIONS

INSTRUMENTAL EVALUATIONS

Unsuccessful Successful
Non-
Intenders Intenders
Intenders

SOCIAL NORMATIVE EVALUATIONS

CONTROL EVALUATIONS
 TPB in intervention
Few studies have focused on TPB-based
intervention

Basic premise is that behaviour can be

changed three ways:
Increase or decrease a belief
Create a belief
Increase or decrease a value
 Belief Tests
Chatzisarantis & Hagger (2005)

Study of Adolescents and modal vs non

beliefs showed differences in intention via
attitude
Properties of Physical Activity
Attitude

Boring
Affective

Unpleasant
Physical
Activity

Instrumental
 Attitude Tests
Conner & Rhodes (2008)
Undergraduate samples given either
completely affective message or
completely instrumental message
Examined effect on attitudes, intention,
and behaviour (2 weeks later)
Effect on Behaviour

8
7
6
5 Control
4 Affective
Cognitive
3
2
1
0
Time 1 Time 2
 Attitude Tests
Parrott et al. (2008)

Persuasive Messages sent to

Undergraduates (3 week follow-up)
Focused on Instrumental followed by
Affective Attitude compared to no
message
RESULTS Dependent on baseline
status.
 Making an Enemy an Ally

Can the reinforcing and distracting

properties of video games be used to
facilitate exercise?
 UVIC/UBC Gamebike Study
27 sedentary young men randomly assigned to
a stationary bike or video game bike

Advised to attend 30 min sessions 3xweek

6 weeks

Measured on fitness and psychological variables

 Physiological Effects
(Warburton et al., 2007)

60
Maximal Aerobic Power (mL.kg-1.min-1)

50 **

PRE
40 POST

30

20
0
TRADITIONAL VIDEO

Experimental Condition

Fitness results were better in the video game condition

 Why? Attendance

3.5

3.0 Traditional
Video *
2.5
Weekly Attendance

2.0

1.5

1.0

0.5

0.0
0 1 2 3 4 5 6

Training Week
 Attendance Fitness
Gamebike
What is going on with Attendance?

Participants report lower exertion in the

videobike condition than controls despite
higher power output (Sarkany et al., 2006)

Participants report greater affective

attitude (i.e., enjoyment) in the videobike
condition (Rhodes et al., in press)
 6 *
*
5
Affective Attitude

4
Videobike
3
Standard Bike
2

0
Time 1 Time 2
 Mechanism

Affective
Gamebike Attendance Fitness
Attitude