ETHICAL INTENTIONS AND THE THEORIES OF REASONED ACTION AND PLANNED BEHAVIOR by
نویسنده
چکیده
This study compares the explanatory power of Martin Fishbein's and Icek Ajzen's theory of reasoned action, Icek Ajzen's theory of planned behavior, and a modified version of the theory of planned behavior, which includes a measure of moral obligation, to predict insurance agents' ethical intentions towards their clients. Two hundred and forty-five insurance agents in the U.S. were surveyed, with 59% responding. Results suggest that the modified version of the theory of planned behavior best explains agents' ethical intentions. Theoretical considerations and suggestions for future research, highlighting the perceived behavioral control and moral obligation constructs, are provided.
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