Control variables, past behaviour, theory of planned behaviour

Questions about the implementation and application of the PLS-SEM method, that are not related to the usage of the SmartPLS software.
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hdobson
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Joined: Mon Feb 21, 2022 9:32 pm
Real name and title: Mr Howard Dobson

Control variables, past behaviour, theory of planned behaviour

Post by hdobson »

Hi

I'm modelling the theory of planned behaviour with four variables (subjective norm, perceived behavioural control, affective attitude and cognitive attitude) predicting behavioural intention.

As I measure these variables following a marketing message, I am wondering where to place past behaviour in the model.

I've had advice that I should control for past behaviour - and presumably this means add it as another predictor of behavioural intention?

But my own feeling is that past behaviour is a background factor influencing all of the other variables and shouldn't be included as a control variable.

Does anyone have similar experience of modelling an experiment where they have considered the role of past behaviour?

Many thanks for your thoughts.
Howard
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