Smoking, physical activity, and insufficient fruit and vegetable consumption have been linked to increased instances of coronary heart disease, stroke, peripheral vascular disease, chronic obstructive lung disease, type 2 diabetes, osteoporosis, depression, hypertension, numerous cancers, and complications surrounding blood pressure and blood cholesterol. In the United States approximately 22% of college students have smoked at least one cigarette in the past 30 days; 70-85% are not meeting recommended levels of physical activity; and 75% are not consuming recommended levels of fruits and vegetables. The purpose of this study was to investigate differences in physical activity and fruit and vegetable consumption behaviors of self reported smokers and nonsmokers, and to determine the predictors of healthy behaviors at a mid-sized university in the southern region of the United States using the Theory of Planned Behavior and the Health Belief Model. Students in this study (N = 461) completed a written questionnaire during March-May 2012. Results indicated that 20% of the population smoked at least one cigarette in the past 30 days, with men being more likely to smoke than women. Physical activity was found to be significant to smoking status; however, fruit and vegetable consumption was not significant. Multiple regression determined the following constructs significantly predicted smoking status: attitudes and intentions from the Theory of Planned Behavior and perceived severity, perceived benefits, perceived barriers, and cues to action from the Health Belief Model. The results of this study may be utilized to address differences in college student engagement in adverse health behaviors, and in the enhancement of future smoking interventions on college campuses.

Insufficient sleep duration is associated with poor physical and mental health outcomes, and many Americans report that they are not meeting sleep duration recommendations. Many individuals choose to restrict their own sleep, yet little is known about the source of this sleep deficit. Recent research efforts have used the Theory of Planned Behavior (TPB) to predict sleep health behavior. However, this research is limited in that it fails to measure volitional sleep behavior and focuses exclusively on between-person differences. This study addressed these limitations by using an intensive longitudinal design to test how constructs of the TPB relate to nightly sleep opportunity. Healthy college students (N=79) completed a week long study in which they completed 4 ecological momentary assessment signals per day that measured their attitudes, perceived norms, perceived behavioral control (PBC), and intentions relating to their nocturnal sleep opportunity. Participants wore an actiwatch each night of the study to measure their sleep opportunity. Analyses revealed between- and within-day variability of attitudes, perceived norms, PBC, and intentions. Further, there were significant between- and within-day trajectories of these constructs. Mixed linear models demonstrated that both intentions and PBC were significant predictors of subsequent sleep opportunity, and that PBC was the strongest predictor of future intentions. The between-and within-day patterns of these constructs highlight important considerations for their measurement, and provide insight into the potential refinement of sleep promotion efforts. Results also demonstrate that within-person changes in PBC and intentions predict subsequent sleep opportunity, demonstrating the need for a daily framework when using the TPB to predict sleep health behavior.

The purpose of this thesis was to explore stakeholder response to the increase in corporate involvement in college sports. As tough economic times have been steadily realized into a recession, the rise in educational costs and in amount of money required to run athletic programs have placed a tremendous need on athletic departments for money. As a result, a popular trend of outsourcing or selling, marketing rights to third party entities has been a quick way to raise needed revenues. In the selling of these marketing rights, athletic departments have essentially opened the door to allow for an increase in corporation involvement at these athletic events. This paper utilizes Fishbein and Ajzen's Theory of Planned Behavior (TPB) to discover how the increase in marketing efforts are impacting their stakeholders, or rather season ticket holders. The universities used in this study have within the last three years recently sold their marketing rights and belong to the same network company, ISP Sports. These universities are: Brigham Young University (BYU), Texas Christian University (TCU), and the University of Nevada Las Vegas (UNLV). The first factor studied showed stakeholders of these universities hold negative beliefs about the impact the marketing efforts are having on their purchasing habits. The second factor studied demonstrated a slight negative normative belief towards a social perception of the willingness to support sponsors who support their university. The third factor studied demonstrated a somewhat positive belief towards perceived control over the marketing efforts. As a result, this case study shows a composite negative behavioral intention trend.

Nonprofit organizations are dependent on donations and volunteers to remain operational. Most rely on persuasive communications to inform, educate, and convince recipients of their messaging to respond in order to raise funds and generate volunteers. Though the marketing and psychology literature has examined charitable giving and volunteerism, the effectiveness of persuasive messages to affect philanthropy, gift-giving, and fundraising is a gap in the cause marketing literature (Dann et al. 2007). Because consumers rarely enter a situation without preexisting attitudes or beliefs, it is expected that individuals exposed to an advertisement by a nonprofit organization will look for ways to compare the messages within the ad to their own beliefs and attitudes. Two theories help explain the processing that takes place in relation to attitudes, beliefs, and persuasive communications – elaboration likelihood model (ELM) and the theory of planned behavior (TPB). The research presented here combines these theories to answer questions regarding behavioral intention related to donating and volunteering when individuals are exposed to certain persuasive messages from a nonprofit organization. Results show that one’s involvement with the advertisement combines with one’s attitude toward donating to help determine propensity to donate and the amount of the donation. However, this is dependent upon the message in the ad. When messages indicate that others are supportive of the cause, donations increase when one is more involved with the ad and is generally agreeable to donating. But these messages have the opposite effect when one is not involved with the ad – donations decrease when the message indicates others support the cause. And when messages indicate that even a minimal donation is possible, the attitude driver has no effect on donation behavior. However, when involvement is low, one’s age plays a role in driving individuals toward action, with older people more driven to give when exposed to supportive messages under low involvement conditions than younger groups. For individuals who tend to rely on referents for their own actions, differing messages in advertisements have little effect whether they are involved with the ad or not. That is, in most cases, only their involvement with the ad seems to be the real indicator of behavior. That said, the message that indicates that minimum giving is acceptable seems to affect donations, as individuals more prone to seek referent input rely on this message to help direct behavior, but not volunteerism. But, the cues were more readily adopted by those who were not highly involved. This research contributes to the field of cause marketing in several ways. First, it exposed involvement with the advertisement as the primary driver for behavioral intention in a nonprofit context over one’s preexisting attitudes and beliefs. Second, it identified varying response patterns that individuals have to specific advertising messages based on their level of involvement and strength of those beliefs and attitudes. Third, it augmented the integrated ELM-TPB theoretical model by demonstrating that attitude toward the ad can play a role in consumer decision making. Fourth, it identified age as a factor in behavioral intention related to nonprofit organizations in two specific instances: 1) when attitude and involvement combine for older individuals exposed to normative messages, and 2) when subjective norms and involvement combine for younger individuals exposed to messages that legitimize minimal effort. And fifth, it uncovered implications for managers to develop strategic messages that can increase target audience involvement and positively affect donations and volunteerism.

No description available.

The Recording Industry Association of America claims to lose millions of dollars each year from music piracy (RIAA, 2007). However, instead of causing loss, digital music piracy may activate norms of reciprocity in music pirates. When pirating music, people may feel some obligation to reciprocate by purchasing music or related merchandise. The theory of planned behavior was used to investigate such a possibility and to provide a framework for scale development. Reliable scales were developed for all measured constructs. Regarding piracy, the RIAA’s claim may have some merit. Specifically, previous piracy was associated with decreased reported likelihood to purchase music. However, previous piracy was associated with increased intent to make future music-related purchases. Reciprocity partially mediated this relationship.

No description available.

No description available.

No description available.

No description available.