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Conceptual overlap between moral norms and anticipated regret in the prediction of intention: implications for theory of planned behaviour research

Newton, Joshua D., Newton, Fiona J., Ewing, Michael T., Burney, Sue and Hay, Margaret 2013, Conceptual overlap between moral norms and anticipated regret in the prediction of intention: implications for theory of planned behaviour research, Psychology and Health, vol. 28, no. 5, pp. 495-513, doi: 10.1080/08870446.2012.745936.

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Title Conceptual overlap between moral norms and anticipated regret in the prediction of intention: implications for theory of planned behaviour research
Author(s) Newton, Joshua D.
Newton, Fiona J.
Ewing, Michael T.ORCID iD for Ewing, Michael T. orcid.org/0000-0002-2260-2761
Burney, Sue
Hay, Margaret
Journal name Psychology and Health
Volume number 28
Issue number 5
Start page 495
End page 513
Total pages 19
Publisher Routledge
Place of publication Oxford, Eng.
Publication date 2013
ISSN 0887-0446
Keyword(s) Theory of planned behaviour
Moral norms
Anticipated regret
Intention
Summary Moral norms and anticipated regret are widely used extensions to the theory of planned behaviour, yet there is some evidence to suggest that these constructs may conceptually overlap as predictors of intention. Two health-related behaviours with distinct moral implications (Study 1: organ donation registration, N = 352 and Study 2: condom usage, N = 1815) were therefore examined to ascertain whether moral norms and anticipated regret are indeed conceptually distinct. While evidence consistent with conceptual overlap was identified in Study 1, the evidence for such overlap in Study 2 was more ambiguous. In Study 3, a meta-analysis of existing literature revealed that the relationship between moral norms and anticipated regret was moderated by the extent of the moral implications arising from the behaviour under examination. Taken together, these findings suggest that conceptual overlap between moral norms and anticipated regret is more likely to occur among behaviours with obvious moral implications. Researchers wishing to examine the predictive utility of moral norms and anticipated regret among such behaviours would therefore be advised to aggregate these measures to form a composite variable (personal norms).
Language eng
DOI 10.1080/08870446.2012.745936
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 ©2013, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30062363

Document type: Journal Article
Collection: School of Management and Marketing
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