Moderating role of attitudinal ambivalence within the theory of planned behaviour.

@article{Conner2003ModeratingRO,
  title={Moderating role of attitudinal ambivalence within the theory of planned behaviour.},
  author={Mark T Conner and Rachel Povey and Paul Sparks and Rhiannon James and Richard Shepherd},
  journal={The British journal of social psychology},
  year={2003},
  volume={42 Pt 1},
  pages={75-94}
}
The present study examined the moderating role of attitudinal ambivalence within the theory of planned behaviour (TPB). Attitude, subjective norm, perceived behavioural control (PBC), behavioural intentions and self-reported behaviour were assessed in relation to 20 healthy eating behaviours in a prospective questionnaire design in 232 members of the general public in the UK. Between-participants univariate and multivariate analyses indicated attitude-behaviour and PBC-behaviour relationships… CONTINUE READING