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Intention-Behavior Relations

Intention-behavior relations

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Health communication lecture about the (weak) relationship between people\'s good intentions and actual behavior

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Page 1: Intention-behavior relations

Intention-Behavior Relations

Page 2: Intention-behavior relations

‘Geen woorden maar daden’

Actions speak louder than words. Talk is cheap. Practice what you preach. It’s easier said than done. Put your money where your mouth is. The road to hell is paved with good

intentions.

‘It’s a long step from saying to doing.’

(Cervantes)

Page 3: Intention-behavior relations

Sub-assignment : Assessment (1)

Is there a thorough introduction and description of the campaign? Quality of introduction? Adequate description of the issue at stake? Adequate description of the main aim of the

campaign? Adequate description of the intended

outcome?

Page 4: Intention-behavior relations

Sub-assignment : Assessment (2) How well (and creative) is the existing

campaign placed within the theories/models discussed in the syllabus? Is the type of health message properly identified

and discussed? Is the affective appeal used properly identified

and discussed? Is the group introducing alternatives and

different points of view (i.e., are they really discussing different options, or just presenting one)?

In short: How well does the group critically and scientifically reflect on the campaign it selected?

Page 5: Intention-behavior relations

Sub-assignment : Assessment (3) How well is this assignment organized?

Can we trace the logic of the assignment consistently from the opening paragraphs to the conclusion?

Is the writing scientific, clear, concise, and correct? Do the authors communicate their ideas using direct,

straightforward, and unambiguous words and phrases?

Are too many words or paragraphs or sections used to present what could be communicated more simply?

Is the whole sub-assignment well structured (i.e., from ‘Introduction of the campaign’ to ‘Conclusions with respect to the literature’)

Are the quotes and references used properly?

Page 6: Intention-behavior relations

Behavioral intentions

Encompass both the direction (e.g. to study vs. not to study) and the intensity (e.g. how much time and effort the person is prepared to expend in order to study) of a decision (see Sheeran, 2002)

Most of the models of health-related behavior assume that intention are the most important predictor of behavior

Page 7: Intention-behavior relations

PerceivedSusceptibility

PerceivedThreat of Disease

PerceivedBenefitsminus

PerceivedBarriers

Likelihood ofTaking Health

Action

Cues to Action

DemographicVariables

PerceivedSeriousness

Health belief model

Page 8: Intention-behavior relations

HBM: Basic assumptions People will not seek health action

behaviours unless: they possess minimal levels of health

motivation and knowledge view themselves as potentially vulnerable view the condition as threatening are convinced of the efficacy of the

'treatment' see few difficulties in undertaking the action.

Page 9: Intention-behavior relations

Attitudetoward

Behaviour

BEHAVIOURSubjective Norm

Intention

BeliefsRegardingBehaviour

Evaluationof outcomes

Beliefs thatImportant

Others have

Motivation toComply with

Important Others

PerceivedBehavioral

Control

ControlVariables

Power overControl Factors

TRA

TPB

Page 10: Intention-behavior relations

PerceivedSeverity

PerceivedProbability

Efficacy ofPreventiveBehaviour

PerceivedSelf-Efficacy

ProtectiveBehaviour

Threatappraisal

Copingappraisal

Intentionto protect

Protection motivation theory

Page 11: Intention-behavior relations

Intention-behavior relationship?

According to Sheeran (2002) intentions account for 28% of the variance in behavior.

Is this bad (after all 72%, of the variance has not been explained)?

Sheeran, 2002Sheeran, 2002

Page 12: Intention-behavior relations

Intention – behavior gap 6 Studies in Health Domain (Condom Use, Cancer Screening,

Exercise (Sheeran, 2002)

0

10

20

30

40

50

60

70

80

90

100

No YesIntention

Media

n %

across

stu

die

s

Behavior: No

Behavior: YesResponsible for the gap

Responsible for the gap

Page 13: Intention-behavior relations

(Dis)inclined actors and abstainers

So, there are people with positive intentions who fail to act (inclined abstainers) and people who perform the behavior despite negative intentions to do so (disinclined actors)

Are both predominantly responsible for the “gap”?

Sheeran, 2002Sheeran, 2002

Page 14: Intention-behavior relations

Who is responsible for the “Gap”?

Thus, it is those people who fail to act upon their positive intentions who are mainly responsible for the “gap”

Almost one-half of participants who intended to use a condom, attend for cancer screening or exercise at a particular level failed to do so … !

Sheeran, 2002Sheeran, 2002

Page 15: Intention-behavior relations

TPB and the (Dis)inclined actors and

abstainers

Sheeran, 2002Sheeran, 2002

Page 16: Intention-behavior relations

Reasons for failure to carry out

intention Forgetting – Failure of “prospective memory.”

Motivation can be high. Procrastination

Low or moderate motivation. Fails to exceed threshold needed to overcome inertia or distaste for activity.

Ambivalent motivation. Approach-avoidance conflict. Change of mind – due to new information or re-

evaluation of existing information; person no longer motivated to perform the behavior. Behavior on single occasion. New information prior to

behavior. Repeated behavior. New information due to feedback.

Hypothetical vs. Real – Different types of information accessible. Motivation high in hypothetical, low in real.

Page 17: Intention-behavior relations

What can help? Implementation intentions:

When situation Y comes along, I will respond with behavior X with the goal to accomplish Z!

So not only “I have the intention to lose weight”

But also: “Every morning before breakfast, I put on my running shoes and run 30 minutes”

Martijn et al, 2008Martijn et al, 2008

Page 18: Intention-behavior relations

Effect of Implementation Intention Compliance with Intention to Attend a Cervical Cancer Screening

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

Beh

avio

r

No implementationintention

Implementationintention Sheeran & Orbell, 2000Sheeran & Orbell, 2000

Page 19: Intention-behavior relations

How Do Implementation Intentions

Work? Cognitive explanation: Control over initiation of behavior is turned over to stimulus cues (Gollwitzer). Instant habit Less energy and effort

Motivational explanation: Forming an implementation intention enhances motivation to perform the behavior (and thus helps to overcome procrastination).

Page 20: Intention-behavior relations

Exp. (Martijn et al, 2007) ‘Website

down’ N = 131 1st year students Do you want to visit our website? And participate in 10 min. research? Could win 1 of 3 50 Euro coupons?

2 conditions: goal intention (goal)implementation-intention

(imp)

Page 21: Intention-behavior relations

Goal + Imp condition

Strength of intentionDo you have the intention to visit our website and fill in the questionnaire?

5 point scale: 1 = certainly not...5 = certainly yes

Page 22: Intention-behavior relations

Only Imp

“The chance of you visiting the website and filling in the questionnaire will increase if you decide where and when you wil do that. Write this down”

Where? At my computer at homeWhen? After I have read my mail tonight

Page 23: Intention-behavior relations

Website

First name: Sjoerd

Last name: de Vries

Page 24: Intention-behavior relations

Website

Sorry due to problems website is out of order.

We are working on this problem.

The questionnaire will be available at another time.

Please try again later.

Page 25: Intention-behavior relations

Results

Intention goall = 4.32; imp = 4.44, ns

At least 1 webvisit 40.8 % of goal; 65.5 % of imp

Page 26: Intention-behavior relations

Type of intention and webvisits

# webvisits goal Imp

0 45 (59.2 %) 19 (34.5 %)

1 22 (28.9 %) 11 (20.0 %)

2 or more 9 (11.8 %) 25 (45.5 %)

Total 76 (100 %) 55 (100 %)

Page 27: Intention-behavior relations

Amount of Webvisits for each Condition in %

0

10

20

30

40

50

60

0 visits 1 visits 2 visits > 3 visits

DoelImp

Page 28: Intention-behavior relations

Type of behavior Intentions to perform a single action (e.g.

exercise) better predict behavior than intentions to reach a goal (e.g. to lose weight).

A goal = an outcome that can be achieved by performing a variety of single actions.

The extent to which the performance of particular behaviors actually controls whether or not a goal will be achieved is the critical factor

Page 29: Intention-behavior relations

Control factors that moderate the

relation Knowledge Ability Resources Opportunity Availability Cooperation Unexpected situations

Page 30: Intention-behavior relations

Properties of behavioral intentions Temporal stability of intentions Degree of intention formation

Poorly formed intentions (not thought through) will be more likely to encounter unforeseen disadvantages or difficulties with performing the behavior.

Attitudinally versus Normatively controlled intentions Intentions based on own beliefs (autonomous)

are associated with greater likelihood of performing than intentions based on external pressures (controlled).

Page 31: Intention-behavior relations

Stability of the intention to study Behavior: Self-reported studying during winter vacation. Intention: Measured twice, 5 weeks apart prior to winter vacation. Overall intention-behavior correlation: .38** Results of moderated regression analysis:

2

2.5

3

3.5

4

4.5

5

Low High

Intention

Beh

avio

r

Stable intention (r = .58)

Unstable intention (r = .08)

Sheeran, Orbell, & Trafimow, 1999Sheeran, Orbell, & Trafimow, 1999

Page 32: Intention-behavior relations

Stability of the intention to exercise Intention: Measured twice, two weeks apart. Behavior: Self-reported exercise two weeks later. Overall intention-behavior correlation: .67** Results of simple slope analysis:

2

3

4

5

6

7

Low HighIntention

Beh

avio

r

Highly stable intention

Moderately stable intention

Unstable intention

Sheeran & Abraham, 2003Sheeran & Abraham, 2003

Page 33: Intention-behavior relations

Stability of the intention to screen

health

Conner, et al, 2000Conner, et al, 2000

Intention: Measured twice, 1 year apart. Behavior: Attendance at health screening in subsequent month. Overall intention-behavior correlation: .34** Results of simple slope analysis:

3

3.5

4

4.5

5

5.5

6

Low High

Intention

Behavio

r

Highly stable intentionModerately stable intentionUnstable intention

Page 34: Intention-behavior relations

Stability of voting intention?

Page 35: Intention-behavior relations

Conflicting or competing intentions?

Page 36: Intention-behavior relations

The scope of the intention construct

Webb & Sheeran, 2006Webb & Sheeran, 2006

These mediation analyses show that although intentions change significantly attenuated the impact of interventions on behavior, the effect of the intervention remained significant even after controlling for intention.

Thus, it is possible that interventions directly affected behavior because goal activation occurred outside of participants awareness – in a manner that bypassed participants self-reported intentions.

Page 37: Intention-behavior relations

Moderators intention change – behavior

change

Webb & Sheeran, 2006Webb & Sheeran, 2006

Page 38: Intention-behavior relations

Willing to engage in healthy activity?

The social reaction route versus reasoned action route Risky behaviors (e.g. condom nonuse, or

smoking) that are generally performed in social contexts may be determined more by social reaction than by intention.

Page 39: Intention-behavior relations

Intervention characteristics I

Webb & Sheeran, 2006Webb & Sheeran, 2006

Page 40: Intention-behavior relations

Intervention characteristics II

Webb & Sheeran, 2006Webb & Sheeran, 2006

Page 41: Intention-behavior relations

Group assignment

Decide about and shortly describe the type of behavior (‘single

action(s)’ and/or ‘goal(s)’) the campaign focuses on (see pp. 49-

50 of the syllabus).

In the context of the type of behavior identified discuss the

possible role of control factors (e.g. knowledge, ability, etc; see

pp. 50 of the sylabus), with respect to the chance that the target

group actually will perform the behavior?

Sub-assignment 2: Analysis of selected campaign in

relation to the issue of the intention – behavior gap

Page 42: Intention-behavior relations

Group assignment (cont.)

Furthermore discuss the possible influence of habitual control

and social reaction route on the chance that the target group

actually will perform the behavior (see pp. 81 & pp. 86 of the

sylabus) .

Based on your knowledge of the campaign try to identify and

discuss – as good as possible - the most prevalent theoretical

basis of the campaign and the most prevalent behavior change

method used (see Table 4, pp. 88)

Page 43: Intention-behavior relations

Group assignment (cont.) Finally, write down your conclusions about the

possible effectiveness of the campaign based on the

issues identified and discussed in this sub-assignment

(i.e. type of behavior, control factors, habitual control,

social reaction route, theoretical basis, and behavior

change method).

Hand in ‘hard-copy’ Monday 10-11