The structure and antecedents of the normative and attitudinal components of Fishbein's theory of reasoned action

The structure of the theory of reasoned action was examined in this research, using structural equations analysis. It was found that both the normative belief-motivation to comply construct and expectancy-value attitude exist as multidimensional rather than unidimensional representations. These multidimensional representations were found to be differentially predictive of subjective norm and attitude toward behavior, respectively. Antecedents of the normative belief-motivation to comply construct were examined. A multidimensional construct comprised of socially mediated rewards and punishments was found to underlie the normative belief-motivation to comply variable.