ETHICAL INTENTIONS AND THE THEORIES OF REASONED ACTION AND PLANNED BEHAVIOR

This study compares the explanatory power of Fishbein and Ajzen's (199 1) theory of reasoned action, Ajzen's (1975) theory of planned behavio r, and a modified version of the theory of planned behavior, which inc ludes a measure of moral obligation, to predict insurance agents' ethi cal intentions toward their clients. Two hundred and forty-five insura nce agents in the U.S. were sent surveys, and with 59% of them respond ing, results suggest that the modified version of the theory of planne d behavior best explains agents' ethical intentions. Theoretical consi derations and suggestions for future research, highlighting the percei ved behavioral control and moral obligation constructs, are provided.