Willis

The Theory of Planned Behavior and Social Identity Processes: A New Look at Integration in the Context of Student Binge Drinking 

Willis, L. (Australian National University), Lee, E. (Royal Melbourne Institute of Technology), Reynolds, K. (Australian National University), Klik, K. (Australian National University) 

The current study proposes a possible extension to the theory of planned behavior with respect to further integration with the social identity approach. The study explores whether social identity might function as a driver of the TPB constructs and help explain how the social context impacts individual binge drinking behavior. Adopting a controlled statistical analysis, the model goes beyond just including social norms within the theory of planned behavior, but also considers how the behavioral content of a meaningful group, with group identification as a moderator, further impacts binge drinking behaviour (N = 551 university students). A path analysis that simultaneously mapped all the hypothesised relationships supported a reconceptualisation of social identity within the theory of planned behavior. The interaction between group identification and whether drinking was central to what it means to be a group member significantly predicted an individual’s attitudes towards binge drinking and perceived social binge drinking norms (subjective, descriptive and injunctive norms), which in turn predicted intentions to binge drink. Intentions to binge drink predicted self-reported binge drinking behavior two weeks later, above and beyond relevant covariates. The implications of these findings are discussed, with recommendations for future research. 

loren.willis@anu.edu.au 

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Norms, Stereotyping, and Social Identity