PREDICTION OF BEHAVIORAL INTENTIONS IN A CHOICE SITUATION

Two complementary hypotheses, one derived from decision theory and the other from Fishbein's 1967 theoretical model, were tested with respect to the prediction of behavioral intentions. One hundred subjects completed questionnaires including measures of attitudes and normative beliefs toward single behaviors and toward dichotomous and multiple behavioral choices. Consistent with decision theory notions it was found that behavioral intentions in a choice situation could be predicted with higher accuracy by considering attitudes toward all behavioral alternatives than by using the attitude toward only one of the possible actions. In support of the prediction based on Fishbein's model it was found that behavioral intentions for single acts as well as for acts in dichotomous and multiple choice situations were a function not only of attitudes toward the acts but also of normative beliefs with respect to these behaviors. © 1969.