The dimensional salience solution to the expectancy - value muddle : an extension

Newton, Joshua, Newton, Fiona and Ewing, Michael T. 2014, The dimensional salience solution to the expectancy - value muddle : an extension, Psychology and health, vol. 29, no. 12, pp. 1458-1475, doi: 10.1080/08870446.2014.950657.

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Title The dimensional salience solution to the expectancy - value muddle : an extension
Author(s) Newton, JoshuaORCID iD for Newton, Joshua
Newton, Fiona
Ewing, Michael T.ORCID iD for Ewing, Michael T.
Journal name Psychology and health
Volume number 29
Issue number 12
Start page 1458
End page 1475
Total pages 34
Publisher Taylor & Francis
Place of publication Abingdon, England
Publication date 2014
ISSN 0887-0446
Keyword(s) theory of reasoned action (TRA)
subjective norm
Summary The theory of reasoned action (TRA) specifies a set of expectancy-value, belief-based frameworks that underpin attitude (behavioural beliefs × outcome evaluations) and subjective norm (normative beliefs × motivation to comply). Unfortunately, the most common method for analysing these frameworks generates statistically uninterpretable findings, resulting in what has been termed the ‘expectancy-value muddle’. Recently, however, a dimensional salience approach was found to resolve this muddle for the belief-based framework underpinning attitude. An online survey of 262 participants was therefore conducted to determine whether the dimensional salience approach could also be applied to the belief-based framework underpinning subjective norm. Results revealed that motivations to comply were greater for salient, as opposed to non-salient, social referents. The belief-based framework underpinning subjective norm was therefore represented by evaluating normative belief ratings for salient social referents. This modified framework was found to predict subjective norm, although predictions were greater when participants were forced to select five salient social referents rather than being free to select any number of social referents. These findings validate the use of the dimensional salience approach for examining the belief-based frameworks underpinning subjective norm. As such, this approach provides a complete solution to addressing the expectancy-value muddle in the TRA.
Language eng
DOI 10.1080/08870446.2014.950657
Field of Research 150505 Marketing Research Methodology
Socio Economic Objective 920401 Behaviour and Health
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2014, Taylor & Francis
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Document type: Journal Article
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School of Management and Marketing
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Created: Fri, 29 Aug 2014, 13:06:34 EST by Gloria Stevenson

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