Ajzen, 1985
-Suggests an individuals decision to engage or not engage in any behaviour can be directly predicted by their behavioural intentions
-These are formed by Perceived Behavioural Control, Attitudes and Subjective Norms.
Attitudes;
-Collection of personal beliefs, formed through knowledge and experience.
-Education and information services can be important in influencing the formation of these beliefs and thus prevent initiation of addictive behaviours.
-Slater (2011) believed targeting attitudes may be key to the success of any campaing.
Subjective Norms;
-How we think other people will view our behaviour
-Doesn't matter what they actually think; it's just what we believe they will think and how much we care. Formed through our experience, depend heavily on our (sub)group norms and are influenced by the media.
-In order to shape subjective norms to prevent initation, campaigners may provide actual data which targets norm beliefs or run programmes to help raise self-esteem which targets how much someone cares about what others think.
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