ABSTRACT
This chapter reviews the theorizes and research on the influence of attitudes, social norms and perceived behavioural control on behaviour performed consciously and deliberately. Wicker's pessimism regarding the attitude-behaviour relationship had dramatic impact on the social psychology. The chapter also reviews research on the automatic influence of attitudes, norms and goals on behaviour. Goal conflicts arise if internal or external stimuli simultaneously trigger few goals that have conflicting behavioural implications. The most influential ones have undoubtedly been the theory of reasoned action and the extension of that theory, the theory of planned behaviour (TPB). The finding that individuals are more likely to act on their intentions if they have formed implementation intentions also has implications for advertising. Subliminal advertising refers to advertising that uses messages that are presented so briefly that viewer remain unaware that they have been exposed to advertising.
