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Affective and Cognitive Components of Attitudes in High‐Stakes Decisions: An Application of the Theory of Planned Behavior to Hormone Replacement Therapy Use
Author(s) -
Schaller Tracey King,
Malhotra Naresh K.
Publication year - 2015
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20809
Subject(s) - psychology , context (archaeology) , theory of planned behavior , cognition , psychological intervention , consumer behaviour , social psychology , applied psychology , control (management) , paleontology , management , neuroscience , psychiatry , economics , biology
Consumers are increasingly encouraged to take charge of high‐stakes decisions such as those regarding medical treatments. However, the important inputs into overall evaluations of risky and important behaviors, such as undergoing medical therapy, are not well understood. The purpose of this research is to study the interplay of cognitive and affective factors in determining consumer attitudes and intentions toward high‐stakes decision behaviors. This is done in the context of consumer choices regarding medical treatments, and specifically, the decision to use (or not to use) hormone replacement therapy (HRT). Overall, both affective and cognitive responses are found to be independent significant predictors of attitude toward HRT use. Moreover, the results support an extended version of the theory of planned behavior model that is useful in predicting consumer's intentions to engage in high‐stakes decision behaviors, such as using HRT. These findings have implications for the design of decision support systems and behavioral change interventions.