Modeling Personal and Normative Influences on Behavior

Abstract

The Flshbein behavioral intention model combines all beliefs about the consequences of an act into a single attitude component. We propose a new model that separates personal and normative reasons for engaging in behavior. Two studies permitted multiple tests of the model's validity. The results support the model's potential for distinguishing between personal and normative motivations underlying behavior and illustrate the value of such distinctions for understanding behavior.