NSD 511 Lecture 3: NSD 511 M001 Wilkins 9-13-16
10 Oct 2016
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Document Summary
Theories are abstract and have shapes and boundaries but nothing inside. Become useful when filled with practical topics, goals, and problems. Developed in 1975 by martin fishbein and icek ajen. Began as a theory of attitude (knowing one needs to change and has some relationship or gap that she has a feeling she has to change) Used to predict how individuals will behave based on their pre-existing attitude and behavioral intentions. Behaviors are determined by intention which can be influenced by : attitudes, social norms (subjective/injunctive and descriptive), perceived control over behavior (intent to do something) Perceived behavior control: a sense of self-efficacy and barriers. Subjective norms: feel subjective to the norms of important people, subjective to their influence on what they think you should do. Descriptive norms: think your uncle likes to eat root vegetables, so you"re describing a norm to him.
