Intention strength can be defined as the quantity of personal resources that an individual is prepared to invest in executing a behavior. Intention strength is closely akin to the concept of “motivation,” with high levels of intention strength understood to represent strong motivation to perform a behavior. Intentions play a prominent role in several theories of health behavior, including the Theory of Reasoned Action (Fishbein & Ajzen, 1975), the Theory of Planned Behavior (Ajzen & Madden, 1986), the Health Action Process Approach (Schwarzer, 2001), and Temporal Self-regulation Theory (Hall & Fong, 2007). From an empirical perspective, intentions are among the strongest predictors of health behavior performance. However, a number of factors are known to moderate intention-behavior relations, including perceived/actual controllability of the behavior, as well as habit strength (Webb & Sheeran, 2006).
References and Readings
- Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.Google Scholar