Resolving the theory of planned behaviour's ‘expectancy-value muddle’ using dimensional salience

Newton, Joshua D, Ewing, Michael T, Burney, Sue and Hay, Margaret 2012, Resolving the theory of planned behaviour's ‘expectancy-value muddle’ using dimensional salience, Psychology and Health, vol. 27, no. 5, pp. 588-602, doi: 10.1080/08870446.2011.611244.

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Title Resolving the theory of planned behaviour's ‘expectancy-value muddle’ using dimensional salience
Author(s) Newton, Joshua DORCID iD for Newton, Joshua D
Ewing, Michael TORCID iD for Ewing, Michael T
Burney, Sue
Hay, Margaret
Journal name Psychology and Health
Volume number 27
Issue number 5
Start page 588
End page 602
Total pages 15
Publisher Routledge
Place of publication Oxford, UK
Publication date 2012
ISSN 0887-0446
Keyword(s) Beliefs
Theory of planned behaviour
Organ donation
Summary The theory of planned behaviour is one of the most widely used models of decision-making in the health literature. Unfortunately, the primary method for assessing the theory's belief-based expectancy-value models results in statistically uninterpretable findings, giving rise to what has become known as the ‘expectancy-value muddle’. Moreover, existing methods for resolving this muddle are associated with various conceptual or practical limitations. This study addresses these issues by identifying and evaluating a parsimonious method for resolving the expectancy-value muddle. Three hundred and nine Australian residents aged 18–24 years rated the expectancy and value of 18 beliefs about posthumous organ donation. Participants also nominated their five most salient beliefs using a dimensional salience approach. Salient beliefs were perceived as being more likely to eventuate than non-salient beliefs, indicating that salient beliefs could be used to signify the expectancy component. The expectancy-value term was therefore represented by summing the value ratings of salient beliefs, an approach that predicted attitude (adjusted R 2 = 0.21) and intention (adjusted R 2 = 0.21). These findings suggest that the dimensional salience approach is a useful method for overcoming the expectancy-value muddle in applied research settings.
Language eng
DOI 10.1080/08870446.2011.611244
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2012, Taylor & Francis
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Document type: Journal Article
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School of Management and Marketing
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