Book Notes COPO No. 3 2009 by Lucia A. Reisch

摘要

This reader honours the work of consumer behaviour researcher Martin Fishbein by illustrating the breadth and depth of the reasoned action approach. Focused on attitudes and their effects on health-related behaviour, the reader demonstrates the profound impact of Fishbein and Ajzen's theories of reasoned action on attitude research and on the solution of social problems. The first part is devoted to theoretical and conceptual issues as well as aspects of the reasoned action approach. Leading figures in the field address such issues as measurement compatibility, the interaction of belief strength and outcome evaluations, the role of emotions, the prediction of classes of behaviour, explicit versus implicit attitudes, and the moderating effects of perceived control on behaviour. Those unfamiliar with the reasoned action approach are provided with a general introduction to the theory. The second part applies the reasoned action approach to the health domain.