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Social Influences: The Theory Of Planned Behavior

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Health behaviour theorists have long attested to the importance of social influences in health decision making. For example, the prominent Social Cognitive Theory builds in a construct of outcome expectancies, of which social outcome expectancies, or the value of the anticipated reaction of those in one’s environment, play a role. In essence, an individual is going to consider anticipated approving or disapproving responses, by his/her peers, to a particular health decision, and the perceived reaction will affect the decision that is made (Lusczynska and Schwarzer, 2007). The Theory of Planned Behaviour describes the social influence as subjective norms, which are individual’s beliefs that significant others think that they should …show more content…

Peer influence can occur in several different ways, including modelling (Hundelby and Mercier, 1987) and direct peer persuasion (Graham, Marks, & Hansen, 1991). However, more recent research has acknowledged that simply studying peer influence may ignore other group-level aspects, leading to a greater number of studies which implement the use of SNA to determine network-level measures that enhance the conceptualization of peer influence. Research has focused on many types of troublesome adolescent behaviour, including alcohol consumption (Bot et al, 2005), smoking (Wiist and Snider, 1991; Abel, Plumridge and Graham, 2002; Ennett et al, 2008; Valente, Unger, and Johnson, 2005), substance abuse (Ennett et al, 2006), eating disorders (Hutchinson & Rapee, 2006), and risky sexual behaviour (Okonkwo, Fatusi, and Ilika, 2005). The mechanisms of peer influence in these studies are different but related, and are modified by friendship and group characteristics. For example, in their study about drinking behaviour, Bot et al (2005) found that the friendship dimensions that most affected the tendency to drink alcohol were relative differences in sociometric status and degree of reciprocity desired within the friendship1. In 1996, Ennett and Bauman concluded that simple peer influence is not a powerful determinant of adolescent substance abuse because of friendship selection characteristics, and recommended the use of SNA to provide a more critical examination. Later,

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