| The theory of planned behavior is a successful theory of behavior prediction. Although aspects of the self have been examined in theory of planned behavior research, self-construal, one's sense of self in relation to others, has not been examined in the extant literature. The present studies examined the moderating role of self-construal in the context of the theory of planned behavior using three health behaviors: eating a healthy diet, engaging in exercise, and abstaining from binge drinking. In Study 1, participants completed measures for self-construal and aspects of the theory of planned behavior. Study 2 attempted to experimentally manipulate perceived behavioral control and subjective norms. It was expected that for those with an independent self-construal, the association between perceived behavioral control and intentions would be stronger than the association between subjective norms and intentions. For those with an interdependent self-construal, it was expected that the association between subjective norms and intentions would be stronger than the association between perceived behavioral control and intentions. Overall however, these current studies provided little evidence for the proposed augmented theory of planned behavior. Possible explanations for the lack of significant results are discussed along with future directions to further explore the potential interaction of the theory of planned behavior and self-construal. |
