Augmenting the Theory of Planned Behavior: Roles for Anticipated Regret and Descriptive Norms

Ajzen (1991) invited researchers to identify additional predictors of intentions and behavior after the effects of attitudes, subjective norms, and perceived behavioral control from the theory of planned behavior (TPB) have been taken into account. Findings from 3 correlational studies showed that anticipated regret and descriptive norms contributed substantial variance in intentions to play the lottery after the theory's predictors had been controlled. Study 4 used an experimental manipulation to confirm that anticipated regret increased intentions to play. Intentions were found to predict lottery play to a similar extent as other behaviors. Importantly, however, anticipated regret moderated the intention-behavior relation such that lottery play was greatest when participants both intended to play and anticipated regretting not playing.

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