Intention

Question 1

Explain the TRA

Answer 1

The TRA model was proposed in 1975 by Fishbein and Azjen. It focuses on the construction of a system of observation of two groups of variables, which are:
• attitudes defined as a positive or negative feeling in relation to the achievement of an objective;
• subjective norms, which are the very representations of the individuals’ perception in relation to the ability of reaching those goals with the product.

Question 2

Explain the TPB

Answer 2

The Theory of Planned Behaviour (TPB) is an extension of the Theory of Reasoned Action (TRA) (Fishbein & Ajzen 1975, Ajzen & Fishbein 1980). Both models are based on the premise that individuals make logical, reasoned decisions to engage in specific behaviours by evaluating the information available to them. The performance of a behaviour is determined by the individual’s intention to engage in it (influenced by the value the individual places on the behaviour, the ease with which it can be performed and the views of significant others) and the perception that the behaviour is within his/her control.

According to the TPB, any action a person takes is guided by three types of considerations:
• behavioral beliefs (beliefs about the probable consequences of the practiced behavior)
o Behavioral beliefs normally result in a favorable or unfavorable attitude toward a specific behavior
• normative beliefs (beliefs about the normative expectations of other people)
o normative beliefs result in perceived social pressure or subjective norms
• control beliefs (beliefs about the presence of factors that may enable or obstruct the performance of the behavior).
o control beliefs trigger perceived behavioral control

Question 3

Explain the intention-behavior gap

Answer 3

• Good intentions are (sometimes) not enough
• Futerra (2005) found that 30% of consumers stated they would purchase ethically, but only 3% actually did
• The intention-behavior gap has been at the forefront of research in a multitude of domains (e.g. health and environment)
• We all have good intentions that we don’t live up to
• Just look at the failure rate of new year’s resolutions
• For example: loosing weight, drinking less, reducing impulse buying, exercising more …

Question 4

What intentions are more likely to fail?

Answer 4

• Three things matter
• The quality of intentions
• The challenges people meet to enact their intentions
• The psychological tools people employ
• People form intentions to achieve a goal:
• e.g. go to the gym to get in shape.
• Empirical work has shown that intentions are more likely to be enacted if the goals are:
• Promoting vs. Prevention
• Autonomy vs. Control
• Learning or mastery vs. Performance
• Specific vs. General
• Easy vs. Hard
• Goal difficulty is a function of the resources, ability, skills, co-operation, opportunities, and time and effort needed to realize the goal

Question 5

What are inclined abstainers?

Answer 5

• The Theory of Planned Behaviour does not adequately explain the phenomenon of inclined abstaining
• Inclined abstainers = individuals who form an intention and subsequently fail to act (Sniehotta et al. 2014)
•  The TPB can reveal the intention-behaviour gap but not provide explanations
•  What prevents people from putting their intentions into practice

Question 6

What could decrease the intention behavior gap of DRS?

Answer 6

If the process was easier, deposit centers conveniently placed
• Choice architecture to encourage action instead of just intention
• Nudges to remind people to do it
• Increase awareness of environmental consequences to make the intention stronger
• What can you lose by not doing it? (loss aversion)

Question 7

Explain the theory of cognitive dissonance

Answer 7

• Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors. This produces a feeling of mental discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance.
• We are motivated to reduce the negative feelings, i.e. we try to reduce the inconsistency until the actions and ideas become consistent

Question 8

How could TPB be used in this study?

Answer 8

• Attitude towards behavior: Expectancy value model
• Subjective norms: Perceived influence on social pressure for recycling - I am a bad person if I do not use the DRS → increases motivation to comply
• Perceived behavioural control: Do I believe it easy or difficult for me to use the DRS? do I have the resources and do I believe it is possible for me to do it? (recognizing the barrier and believing it is realistic)

Question 9

What could cause cognitive dissonance when using the DRS?

Answer 9

• I know it is bad for the environment to not recycle vs I value my time/i don’t have time for it/i am lazy
• To reduce cognitive dissonance you could just do it or justifying “it doesn’t matter if i don’t do it”

Question 10

TPB: Pros and cons

Answer 10

• Pros: It might be considered a cognitive behavior at first, and then TPB is a good measurement. Various elements that shape intention. Takes various relevant variables into account (attitude, social norms, control beliefs)
• Cons: Hypothetical scenarios, is not a good measure for habitual behavior/sustainable (recycling) behavior