BUDOL CULTURE The Psychology of

By Yna Mae Benitez

Theory Of Planned Behavior Attitude

Attitude refers to an individual’s tendency to respond positively or negatively toward the behavior being performed. In the context of consumer behavior, this may be the consumer’s evaluation of the desirability of acquiring information about a product or purchasing a product (Pavlou & Fygenson, 2006). A positive attitude toward product purchasing would influence a consumer to consult reviews, conduct their own research about a product, or buy products from legitimate sellers. A consumer’s attitude may also be reflective of their stored judgments based on previous experiences. This would explain why some hold prejudged assessments of a product or service when making a purchase..

Subjective Norms

Subjective norms, on the other hand, are the individual’s perceptions of the social expectations surrounding a behavior. For consumer behaviors, subjective norms tell of how a consumer internalizes social influences. It refers to the consumer’s understanding of whether performing a behavior–e.g. getting information about a product–is accepted and encouraged by those whose influence extends to the consumer.