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Related Experiment Video

Updated: Apr 26, 2026

Dissociation of the Confounding Influences of Expectancy and Integrative Difficulty Residing in Anomalous Sentences in Event-related Potential Studies
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The dimensional salience solution to the expectancy-value muddle: an extension.

Joshua D Newton1, Fiona J Newton, Michael T Ewing

  • 1a Faculty of Business and Law , Deakin University , Burwood , Australia.

Psychology & Health
|August 5, 2014
PubMed
Summary

The dimensional salience approach resolves the "expectancy-value muddle" in the Theory of Reasoned Action (TRA) for subjective norm. This method improves understanding of social influences on behavior by focusing on important social referents.

Keywords:
attitudebeliefssaliencesubjective normtheory of reasoned action

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Area of Science:

  • Psychology
  • Social Psychology
  • Behavioral Science

Background:

  • The Theory of Reasoned Action (TRA) uses expectancy-value frameworks to explain attitude and subjective norm.
  • Current analysis methods for TRA frameworks lead to statistically uninterpretable results, known as the 'expectancy-value muddle'.
  • A dimensional salience approach previously resolved this muddle for attitude frameworks.

Purpose of the Study:

  • To investigate if the dimensional salience approach can be applied to the belief-based framework of subjective norm within TRA.
  • To determine if focusing on salient social referents improves the prediction of subjective norm.

Main Methods:

  • An online survey was administered to 262 participants.
  • Participants' normative beliefs and motivation to comply with social referents were assessed.
  • The dimensional salience approach was used to evaluate normative beliefs concerning salient social referents.

Main Results:

  • Motivations to comply were significantly higher for salient social referents compared to non-salient ones.
  • A modified framework evaluating normative beliefs of salient social referents successfully predicted subjective norm.
  • Predictions of subjective norm were stronger when participants selected a limited set of five salient referents.

Conclusions:

  • The dimensional salience approach is validated for examining the belief-based framework of subjective norm in TRA.
  • This approach offers a comprehensive solution to the 'expectancy-value muddle' in TRA.
  • Understanding subjective norm through salient social referents enhances behavioral prediction models.