Abstract
This study examined the effect of and relationship between self‐ and prototypical identity influences on high‐level mobile phone use from a theory of planned behavior (TPB) perspective. Participants were 252 university students who completed 2 questionnaires, 1 week apart. The first questionnaire assessed the standard TPB constructs (attitude, subjective norm, perceived behavioral control), as well as self‐ and prototypical identity influences. The second questionnaire assessed level of mobile phone use in the previous week. Support was found for the TPB in predicting high‐level mobile use intentions and behavior. Self‐identity and prototype similarity, but not prototype favorability, also significantly predicted intentions. The effects of prototype similarity on intentions were mediated via self‐identity processes.
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