In the Name of Love: Significant Others Influence Behavioral Intention

Authors

Keywords:

Anticipated emotions, significant others, social influence, subjective norms, behavioral intention.

Abstract

This study started with the premise that individuals can take the initiative and regulate their behavior to generate significant others’ anticipated emotions (SOAEs). Can the SOAEs function as a social element of behavior in addition to subjective norms (SN)? This study aims to answer this question. Therefore, the author extends the Theory of Planned Behavior (TPB) and argues that, based on cognitive balance theory, the SOAEs influence behavioral intention through attitude toward behavior. In the smoking abstinence behavioral context, the author tests the extended model. The data from 242 respondents analyzed using structural equation modeling revealed that significant others’ anticipated joyfulness (SOAJs) for smoking abstinence behavior and significant others’ anticipated distress (SOADs) for smoking behavior influence attitude toward smoking abstinence behavior positively. Moreover, the sole influence of the SOAJs and cumulative influence of SOAJs and SOADs on smoking abstinence intention are higher than that of the SN. As a new component of TPB, the SOAEs complement and do not rival the SN.  Other researchers can test the extended model in different contexts of behaviors.

Author Biography

Bilson Simamora, Management Department Kwik Kian Gie School of Business and Information Technology

Bilson Simamora is an associate professor at Kwik Kian Gie School of Business and Information Technology. He is a lecture and researcher. He has an interest in branding, consumer behavior, and quantitative methods.

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Published

2021-05-03
Abstract 257  .