Predicting Cigarette Use: The Need to Incorporate Measures of Salience in the Theory of Reasoned Action1,2

It is shown that incorporating a measure of belief salience in the theory of reasoned action improves both the model's predictive and explanatory power. It is demonstrated that the sum of the five evaluative‐beliefs which are most salient for each person is more predictive of a semantic differential measure of that person's attitude than is the sum of the remaining nonsalient evaluative beliefs. In addition, it is shown that the perceived utilities of smoking are differentially salient for smokers and nonsmokers. It is argued that latitude of rejection, centrality, and certainty can be used as measures of the degree of definition of a person's attitudes and subjective norms. It is consequently predicted that these variables will be correlated and that attitudes and subjective norms which are well defined will be more highly predictive of a person's intention and behavior. While some support was found for these hypotheses, it is argued that the present results suggest that the relationship between these variables may be more complicated than was initially hypothesized.