To sext or not to sext: the role of social cognitive processes in the decision to engage in sexting

Technology has given rise to online behaviors such as sexting. It is important that we examine predictors of such behaviour in order to understand who is more likely to sext and thus inform intervention aimed at sexting awareness. We used the Theory of Planned Behaviour (TPB) to examine sexting beliefs and behaviour. Participants (n=418; 70.3% women) completed questionnaires assessing attitudes (instrumental and affective), subjective norms (injunctive and descriptive), control perceptions (self-efficacy and controllability) and intentions towards sexting. Specific sexting beliefs (fun/carefree beliefs, perceived risks and relational expectations) were also measured and sexting behaviour reported. Relationship status, instrumental attitude, injunctive norm, descriptive norm and self-efficacy were associated with sexting intentions. Relationship status, intentions and self-efficacy related to sexting behaviour. Results provide insight into the social-cognitive factors related to individuals’ sexting behaviour and bring us closer to understanding what beliefs predict the behaviour.