Comparison of elicitation methods for moral and affective beliefs in the theory of planned behaviour

M. Dean (Corresponding Author), Anne Arvola, M. Vassallo, Liisa Lähteenmäki, M. M. Raats, A. Saba, R. Shepherd

    Research output: Contribution to journalArticleScientificpeer-review

    18 Citations (Scopus)


    Although the theory of planned behaviour (TPB) has been applied successfully in the area of food choice, it has been criticized for its pure utilitarian approach to the factors determining behaviour. Despite the increase in predictive power of the model with added components such as affective attitude and moral and ethical concerns, in most studies the elicitation process still only addresses people's utilitarian beliefs about the behaviour with little attention paid to other aspects. This study compares the traditional method of elicitation of advantages and disadvantages with two other methods (word association and open-ended) in the elicitations of beliefs, attitudes and moral concerns in relation to the consumption of organic foods. Results show the traditional method to be best for eliciting cognitive beliefs, open-ended emotion task for eliciting emotional beliefs and open-ended beliefs task best for moral concerns. The advantages and disadvantages of each method are discussed.
    Original languageEnglish
    Pages (from-to)244-252
    Number of pages9
    Issue number2
    Publication statusPublished - 2006
    MoE publication typeA1 Journal article-refereed


    • Theory of planned behaviour
    • Affect
    • Moral
    • Elicitation methods
    • Organic
    • Comparison


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