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Health Communication Research Measures


Edited By Do Kyun Kim and James W. Dearing

This volume presents state-of-the-art reporting on how to measure many of the key variables in health communication. While the focus is on quantitative measures, the editors argue that these measures are centrally important to the study of health communication. The chapters emphasize constructs, scales, and up-to-date reports and evidence about key social science constructs and ways of measuring them, whether your interest is in patient-provider dyadic communication, uncertainty management, self-efficacy, disclosure, social norms, social support, risk perception, health care team performance, message design and effects, health and numerical literacy, communication satisfaction, social influence and persuasion, stigma, health campaigns, reactance, or other topics. Students, researchers, and policymakers will find this book an accessible resource for planning and reviewing research studies and proposals.
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16. Planned Behavior


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16. Planned Behavior

LEE ANN KAHLOR, University of Texas at Austin& MING-CHING LIANG,Metropolitan State University

The theory of planned behavior (TPB) (Ajzen, 1988; Ajzen, 1991; Ajzen & Fishbein, 2005) suggests that behaviors can be explained by three ­social-cognitive factors: (1) favorable and unfavorable evaluations of the behavior, manifest as attitudes toward the behavior; (2) perceived social pressure to perform or not perform the behavior, manifest as subjective norms regarding the behavior; and (3) perceived ability to perform the behavior, manifest as perceived behavioral control (Ajzen, 1988, 1991, 2002; Ajzen & Manstead, 2007). These three social-cognitive factors contribute to the generation of behavioral intention, which is a direct antecedent to actual behavior. The relationship between intention and behavior, however, is influenced by actual control over behavior. Figure 1 shows a visual depiction of the overall framework and relationships among its concepts.

Figure 1. The theory of planned behavior.

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The theory has been tested over the past several decades across myriad behaviors and contexts. Within the realm of health behaviors specifically, the TPB has helped explain variance in intentions to perform health behaviors ranging from physical activity (Armitage, 2005) to sunscreen use (Allom, Mullan, & Sebastian, 2013). According to a 2011 meta-analysis of studies that applied the TPB to health behaviors between 1982 and 2010, the model accounted for, on average, 19 percent of the variance in behavior and 44 percent of...

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