According to Ajzen and Fishbein, forming a strong intention to do a particular behavior occurs when:
A) both attitude and subjective norm are very positive.
B) both attitude and subjective norm are very negative.
C) attitude is positive and subjective norm is negative.
D) attitude is negative and subjective norm is positive.

Question

Quizplus · Accepted Answer

Ajzen and Fishbein's theory, known as the Theory of Planned Behavior, suggests that a strong intention to perform a behavior is most likely to occur when both the individual's attitude towards the behavior and the perceived social pressure (subjective norm) to perform the behavior are positive. This means the individual not only personally favors the action but also perceives that important others would support this behavior.

According to Ajzen and Fishbein, Forming a Strong Intention to Do