Efficacy information and personality as predictors of self-efficacy beliefs and behavioral intentions in an alcohol campaign
Date
1992
Authors
Isoya, Masami, 1961-
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Description
Many theories of social psychology have been applied to mass media information campaigns (Terry, 1989). Of those, Bandura's (1977b) theory of self-efficacy is potentially useful because it suggests methods by which mass media information campaigns can obtain meaningful behavior change. Some social psychologists have argued that personality traits are major factors that influence attitudes and behaviors. Flay's (1981) integrative model of attitude and behavior change predicts that personality traits are important causes of trial behaviors. However, Anderson's (1989) amended version of the model depicts how sources of efficacy information influences behavioral intentions and trial behavior. Taking both models into account, this thesis determine whether various personality characteristics or sources of efficacy information are stronger predictors of behavioral intentions. The answer to this question has important implications for designing anti-drunken-driving campaigns