Experiences of Latinos with Diabetes in the Central San Joaquin Valley Page: 12
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An attitude is formed when an individual assesses an object based on subjective beliefs
already in their possession. These subjective values placed on the object can be positive or
negative, and ultimately is associated with the object (Ajzen 2012). For example, if a participant
of a health education course believes strongly that taking medications as prescribed by their
doctor will help stabilize blood glucose levels, this participant will be more inclined to have a
positive attitude towards prescription medications. Said another way, what I'm saying is that this
participant would already have this belief before they participated in the health education
program in the first place and the program would merely reinforce their existing ideas.
A subjective norm describes the individual's perceived social pressure to participate or
refrain from a behavior. These normative beliefs are amassed by multiple interactions an
individual has within their social spheres; family, friends, co-workers, medical professionals, and
others can influence the subjective beliefs of an individual and combine to form a subjective
norm according to the TRA (Ajzen 2012). These subjective norms are also influenced by the
strength of each belief with its associated broadcaster (i.e. family member, co-worker, medical
doctor). That is to say, the more motivated an individual is to meet the expectations of
broadcasters, the stronger the desire to engage in behavior change. The desire for acceptance and
inclusion is a strong modifying factor that is calculated into the equation of behavior change
(McKenzie, Neiger, and Thackeray 2013). Lastly, subjective norms and attitudes can only be
catalysts for behavior change if the individual is ready to make such changes. This condition of
the TRA, much like the HBM, requires that an individual be aware of the health risks and be
motivated by their belief to accomplish and to enact behavior change(s) to prevent the onset of
disease or illness. Intention of behavior change is, "...a joint function of a favorable or12
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Cortez, Jacqueline Nicole. Experiences of Latinos with Diabetes in the Central San Joaquin Valley, thesis, May 2018; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc1157605/m1/19/?q=green+energy&rotate=90: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .