Integrating the Theory of Planned Behavior and Attitude Functions: Implications for Health Campaign Design

This study argues that the integration of the theory of planned behavior and attitude functions can provide a more detailed theoretical explanation and more precise practical guidance regarding behavioral prediction. Relying on a survey of 549 undergraduate students, this research found that individuals' intentions to regularly participate in physical activity were predicted by their utilitarian and self-esteem maintenance attitudes, the effects of which were further moderated by individuals' strength of self-monitoring and self-esteem, respectively. In addition to theoretical implications, this research indicates that campaign planners should consider the use of more-detailed attitude constructs and design functionally matched messages according to the target's personality traits.