The relationship between normatively versus attitudinally controlled people and normatively versus attitudinally controlled behaviors

We proposed a hypothesis that not only can people be under attitudinal or normative control across a large number of behaviors (Trafimow & Finlay, 1996), but behaviors can be under attitudinal or normative control across a large number of people. Further, both types of findings can be obtained using the same sets of people and behaviors. To test the hypothesis, a large number of participants were asked to indicate their attitudes, subjective norms, and intentions towards performing 30 behaviors. On the basis of within-participants multiple regression analyses, participants were deemed to be generally under attitudinal or normative control across the 30 behaviors. In addition, consistent with previous research (Trafimow & Finlay, 1996), the unique variance in intentions accounted for by attitudes and subjective norms was highly dependent upon whether attitudinally or normatively controlled participants were used. Finally, however, attitudes accounted for more variance in intentions than did subjective norms for some behaviors, even when normatively controlled participants were analyzed! Thus, the hypothesis was strongly supported.