Brandt W Pryor
eBook, ePUB

Understanding Belief, Attitude, and Behavior (eBook, ePUB)

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This book is a step-by-step guide for correctly applying Fishbein and Ajzen's theories which together form " . . the dominant conceptual framework for predicting, explaining, and changing human social behavior" (Ajzen, 2012). Evaluators and educational researchers, however, have often made less than optimal use of the theory of reasoned action, and the later theory of planned behavior, to understand, measure, and influence beliefs, attitudes, and behavior.This book is written expressly for investigators who are not trained in attitude theory and measurement. It provides examples from the field...

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