Understanding Attitudes and Predicting Social Behavior
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80,095 citations
Cites background from "Understanding Attitudes and Predict..."
...Because Fishbein and Ajzen's (1975; Ajzen & Fishbein, 1980 ) attitude theory of reasoned action is in general highly sophisticated at both the conceptual and quantitative levels, it provides a good example of the extent of confusion regarding mediators and moderators....
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65,095 citations
Cites background from "Understanding Attitudes and Predict..."
...Ajzen and Fishbein (1980) stated that in general, individuals will intend to perform a behavior when they evaluate it positively and when others believe that they should perform it....
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...However, attitude and Subjective Norms vary according to the intent, and also vary from person to another (Ajzen and Fishbein, 1980)....
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...Ajzen and Fishbein (1980) considered these factors as external variables and they also recognized their importance....
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