Control variables, past behaviour, theory of planned behaviour
Posted: Thu Mar 31, 2022 2:33 pm
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
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