Abstract
The purpose of this study was to identify the predictors of behavioral intentions of people with high attitudinal ambivalence based on the theory of planned behavior. Although past research indicated that attitudinal ambivalence works as a moderator in forming behavioral intentions, what predicts behavioral intentions of highly ambivalent people has yet to be identified. In the present study, attitudes, subjective norm (SN), perceived behavioral control (PBC), and behavioral intentions with respect to cervical cancer screening were assessed over two time periods for 186 female undergraduates. Multiple regression analyses revealed that attitudes predicted intentions among low–ambivalent participants, while SN and PBC predicted intentions among high–ambivalent. Considering attitudes were stable during the study period, it was suggested that ambivalence attenuates attitudes certainty and thus, attitudes is less likely to affect behavioral intentions relative to SN and PBC among ambivalent people. The relationship between attitudinal ambivalence and persuasion was discussed.
