Um estudo comparativo de teorias da ação e suas extensões para explicar a tentativa de perder peso

• Ano de defesa: 1999
• Autor(a) principal: Luiz Rodrigo Cunha Moura
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; UFMG
• Palavras-chave em Português: Teoria da tentativa; Teoria da ação racional; Teoria do comportamento planejado; Teorias da ação; Comportamento do consumidor; Administração; Marketing
• Link de acesso: http://hdl.handle.net/1843/BUBD-9BEFU5

The prediction of natural and social phenomena has always been one of the topics of greatest interest of the researchers. In marketing and social psychology, several theories have been developed to understand, explain, and to predict the individual´ behavior. This thesis has its objective to test three main action´s theories: theory of reasoned action (FISHBEIN; AJZEN, 1975), theory of planned behavior (AJZEN, 1985) and theory of trying (BAGOZZI; WARSHAW, 1990), and prove if the theory of trying has greater predictive power of behavioral intentions and of the behavior than the two others, as recommended by its creators. The behavior in question is an attempt to lose weight in the next thirty days. This is a descriptive research, divided into two parts: the first of a qualitative approach and the second of a quantitative approach. In the first step, 170 scripts were applied with open questions considering the behavior of trying to lose weight, which dealt basically the advantages and disadvantages, which would make it easy, which would make it difficult, people who were important in this type of behavior and the emotions in advance for that behavior. Then the questionnaire was drew up, which was submitted to a pretest with 55 people. From the considerations identified in this step, the small changes were maked in the questionnaire and its application. Returned 650 questionnaires, which 426 were recovered. This sample was composed of students of the UNA University Center in Belo Horizonte city. The questionnaire, besides having the constructs developed by the authors of the theories tested in this thesis, more three additional constructs, in order to also test extensions of the original theories: the level of involvement with the behavior (developed by Zaichkowsky in 1985 and 1990), strength of the attitudes (drawn by Laville et al. in 1998) and anticipated emotions (developed from the results of qualitative research). There has been an examination of the data, this step consisted of the following activities: verification of content analysis, analysis of missing data, analysis of the normality, identifying atypical observations, the linearity check, unidimensionality checking, checking the reliability of the scales, convergent validity checking and discriminant validity checking. The objectives of this research were supported by verifying of the nomological validity of the theories tested and its extensions. The statistical tool used was a structural equation modeling. The results indicate that the theory of reasoned action has complete nomological validity. The theory of planned behavior and the theory of trying have nomological validity in part because some constructs do not show statistically significant relationships. Regarding the predictive power of behavioral intentions and of the behavior, the theory of trying had the highest values. The addition of the construct level of involvement has substantially increased the predictive power of the theory of trying and adding the construct of attitude strength has an influence on the predictive power of the theory of reasoned action and the theory of planned behavior.