The relationship between normatively versus attitudinally controlled people and normatively versus attitudinally controlled behaviors

We proposed a hypothesis that not only can people be under attitudinal or n ormative control across a large number of behaviors (Trafimow & Finlay, 199 6), but behaviors can be under attitudinal or normative control across a la rge number of people, Further. both types of findings can be obtained using the same sets of people and behaviors. To test the hypothesis, a large num ber of participants were asked to indicate their attitudes, subjective norm s, and intentions towards performing 30 behaviors. On the basis of within-p articipants multiple regression analyses, participants were deemed to be ge nerally under attitudinal: or nonnative control across the 30 behaviors. in addition, consistent with previous research (Trafimow & Finlay, 1996), the unique variance in intentions accounted for by attitudes and subjective no rms was highly dependent upon whether attitudinally or normatively controll ed participants were used. Finally, however, attitudes accounted for more v ariance in intentions than did subjective norms for same behaviors, even wh en normatively controlled participants were analyzed! Thus, the hypothesis was strongly supported. (C) 2001 Elsevier Science Inc. All rights reserved.