576
CHAN
then influence one’s perception of how easy or difficult it is to execute the behavior (i.e. one’s perceived behavioral control; Ajzen & Fishbein, 2005). Perceived behavioral control will then influence one’s actual behavior directly and/or indirectly via its effect on one’s intention to perform the behavior. In sum, the Theory of Planned Behavior (TPB) posits that one’s salient behavioral, normative, and control beliefs about a specific behavior will influence one’s attitude toward the behavior, subjective norm, and perceived behavioral control, respectively, which will in turn influence one’s intention to perform the behavior. In general, the more favorable one’s attitude toward the behavior, the stronger the subjective norm and perceived behavioral control with regard to the behavior, the greater will be one’s intention to execute the behavior. One’s intention to perform the behavior will then directly influence one’s enactment of the focal behavior. Lastly, one’s perceived behavioral control, in addition to influencing one’s intention to perform a behavior, can also serve as a direct antecedent to one’s performing the focal behavior (Ajzen, 1991; Ajzen & Fishbein, 2005). Applying TPB to goal-instrumental help-seeking behavior, I propose that task difficulties or problems are key trigger events that elicit various beliefs associated with help-seeking behavior. Furthermore, person, situation, and task factors influence people’s help-seeking behavior by activating and making salient their beliefs about help-seeking. Because only salient beliefs will influence people’s help-seeking intention and behavior (Ajzen, 1991; Ajzen & Fishbein, 2005), it will be instructive for us to refer to the existing help-seeking literature to find some help-seeking beliefs that have been extensively examined, as such extensive research suggests that these may be the beliefs that are frequently activated when people decide whether to seek help (e.g. Bagozzi, 1981). In what follows, I provide an overview of the perceived benefit- and cost-beliefs associated with help-seeking behavior that have been frequently examined in the various psychology fields (Ames, 1983).
PERCEIVED BENEFITS AND COSTS OF HELP-SEEKING (BEHAVIORAL BELIEFS) As mentioned, the primary reason that people seek instrumental help is to successfully accomplish their goals or tasks. In general, task difficulties or problems are trigger events that activate the concern with task accomplishment, as well as the concern with task-related learning. Despite these important benefits, research shows that people may not seek help even when they need it and help is available (Lee, 1997; Newman & Goldin, 1990). This may be due to a number of perceived costs associated with help-seeking. Research has unraveled the various costs associated with help-seeking. For example, some practical costs may be involved in help-seeking—these include © 2012 The Author. Applied Psychology: An International Review © 2012 International Association of Applied Psychology.