Different Approaches to the Analysis of

In the literature, many different approaches from the social

psychology and sociology had been used to explore the link between attitudes and behaviour most of them used previously in transport studies. Based on previous literature (Van Lange et al., 2012, Tapp and Parkin, 2015), the following Tables 1, 2 and 3 briefly present an overview of the relevant approaches.

Table 1 Theories using Injunctive and Descriptive Social Norm for understanding attitudes-behaviour

Theory Author (year) Description The Focus Theory of Normative Conduct Social Norm Theory Cialdini et al. (1991)

Social norms are factors influencing behaviour Social norm is the estimated behaviour of a group of people of which the individual feel part of. There are three types of Social Norms (SN):

a) Descriptive norm: based on the perception of how others behave

b) Injunctive norm: based on the perception of the approval or otherwise of an individual’s conduct by others.

c) Personal Norm: based on how an individual would assess his or her own conduct. Theory of Planned Behaviour (TPB) Ajzen (1985, 1991)

Any behaviour is preceded by intention. Intention is in turns, influence by attitudes, subjective norm and perceived behavioural control.

1. Attitudes are the sum of beliefs about an outcome.

2. Subjective norm is the sum of belief of ‘significant’ other people

3. Perceived behavioural control is the sum of individual measures of control over the behaviour.

Table 1 shows that the Social Norm Theory (SNT) and the Theory of Planned Behaviour (TPB) have in common that both analyse social norm. The SN theory explains that SN could have three different categories. The descriptive and the injunctive, whereas the TPB address the same by using the concept of subjective norm which is composed by the sum of the individuals’ beliefs about how others behave and their opinions. However, the TPB takes a step further by considering also attitudes and perception of control as precedents for intention and as results in any behaviour.

Table 2 Theories using stages of change for understanding attitudes-behaviour Theory Author (year) Description Trans- Theoretical Model (TTM) of behaviour change Prochaska et al., (1994); Prochaska and DiClemente (1986)

There are five different stages of change: 1. Pre-contemplation (no intended action) 2. Contemplation (awareness that change

may be necessary)

3. Preparation (intention to take action is created)

4. Action (behaviour is changed)

5. Maintenance (work to prevent return to initial stage) Stage model of self- regulated behaviour change. Mixed model of Theory of Planned Behaviour (TPB) with models of the stage-of- change type (a model of the social change type). Bamberg (2014) (2012)

The theory comprises four stages: 1. Pre-decision

2. Pre-action 3. Action 4. Post-action

Any behaviour pro environmental it is pro-social or altruistic, and the theory assumes that

personal moral norm precede the behaviour.

Table 2 shows the TTM analyse behavioural change by breaking dawn any behaviour into five stages including pre and post stages. This theory has been successfully used in health related behaviours and also in transport, in fact Bamberg (2012) and (2014) used it together with TPB. The TTM and its use could bring issues in particular to explore the factors influencing intention to cycle for instance, when it is necessary to define each of the stages. If

individuals have negative attitudes towards cycling it could be difficult to specify when there is a stage of pre-contemplation and in fact, this approach is not useful to understand the factor influencing the stages of change. Another limitation from the TTM are the limits of each stage which are not clear to be set due to several different factors influencing intention to cycle. On the other hand, not all individuals pass the five stages.

Table 3 Theories using observation of others’ behaviour for understanding attitudes-behaviour Theory Author (year) Description Social Identity Theory (SIT) Tajfel (1981)

Theory that explains intergroup behaviour, stating that behaviour is based on the observation of members of the same group. Social Learning Theory (SLT) Bandura (1969)

All actions carried out are learn from observing the individual’s significant ones. Possibility of learning a new behaviour by social

reinforcement and approval post-actions. Social Comparison Theory (SCT) Festinger (1954)

Comparison against other is the drive for self- evaluation and self-enhancement. Such evaluation can be carried out in upward or downward comparisons.

The SIT possess limitations to investigate the phenomena that this study is aimed to explore, because this theory only helps to explain intergroup behaviour. This theory would be helpful to understand the differences between cyclists among the different types or only

drivers, however, it is not addressing issues from intergroup such as cyclist-driver. The second approach is the SLT is useful to

understand how individuals shape their opinion by observing people important for them, however, this is addressed in the TPB (subjective norm) but this study is focusing on the influence of other people that individuals observe on the street and not only the individuals’

important ones. The third theory in the Table 3 described the SCT, explains the role of personal norm (and therefore overlapping with SNT) and it points at comparisons at two levels (upward and

downward) and that can be carried out with people that are or are not the individuals’ important ones.

In summary, the review showed that seven main approaches had been useful to explain the link between attitudes and behaviour. However, some of the approaches limit the analysis to only one variable (SNT, SIT, SLT) and sometimes overlapping with the constructs in the TPB. The TTM offers a more broad analysis by

providing 5 stages to analyse the route for carrying out a behaviour, however, this theory presents diverse challenges particularly to analyse intention to cycle. Not all infrequent cyclists pass through all the stages of change, for instance, pre-contemplation and

contemplation and the limits from one stage to the other stages is not clear to stablish for cycling behaviour. Therefore it could be

concluded that the TPB presents a more applicable framework to explore the phenomena of attitudes towards cycling in Mexico City. Adding the SCT, it could be helpful to understand more about the influence of others, however, there is still the need for adding another theory that helps to explain the role of the emotional factors and the behaviour. In the following section there are further details of the chosen framework.