Theory of reasoned action
The Theory of Reasoned Action (TRA) is a behavioral model developed by Martin Fishbein and Icek Ajzen in 1975. The theory suggests that intentions to perform a behavior are the best predictors of that behavior. The theory assumes that a person’s intention to perform a behavior is based on their attitude towards the behavior as well as their subjective norms. The components of the model are as follows:
- Attitude: A person’s attitude towards a behavior is their evaluation of the behavior and whether they view it as positive or negative.
- Subjective Norms: Subjective norms refer to the perception that a person has of the expectations of their immediate social environment. A person’s subjective norms are based on their beliefs about what other people think they should do.
- Behavioral Intentions: Behavioral intentions are an individual’s plans to carry out a behavior. Intention to perform a behavior is the best predictor of that behavior according to the TRA.
Example of reasoned action
The Theory of Reasoned Action (TRA) can be used to explain why someone might choose one product over another. For example, a consumer may have a positive attitude towards a particular brand of car because they think it is reliable and looks attractive. They may also perceive that their family and friends think they should buy the car because it has good safety ratings. This positive attitude and perception of social norms will lead to a higher intention to buy the car, resulting in the consumer choosing that car over others.
In summary, the Theory of Reasoned Action can be used to explain why someone might choose a certain product over another. It suggests that a person’s attitude and subjective norms towards a product will lead to a higher intention to buy it, resulting in the consumer choosing that product.
When to use Theory of reasoned action
The Theory of Reasoned Action is a useful tool for predicting and understanding attitudes and behaviors. It is often used in marketing and public health research, as it can help to identify the factors that influence people’s perceptions and decisions. It can also be used to develop strategies to change attitudes and behaviors. The theory can be used to understand how people form intentions and how those intentions can be manipulated in order to influence behavior. Overall, the Theory of Reasoned Action is a useful model for predicting and understanding attitudes and behaviors.
Steps of reasoned action
The Theory of Reasoned Action (TRA) outlines four steps for predicting behavior. They are as follows:
- Step 1: Attitude Formation: Attitudes towards the behavior are formed based on an individual’s beliefs about the behavior, its consequences, and their evaluation of these consequences.
- Step 2: Formation of Subjective Norms: Subjective norms are formed based on an individual’s beliefs about the expectations of their immediate social environment.
- Step 3: Behavioral Intentions: Behavioral intentions are formed based on an individual’s attitudes and subjective norms.
- Step 4: Behavioral Outcomes: Behavioral outcomes are determined by an individual’s intentions to perform the behavior.
In summary, the Theory of Reasoned Action outlines four steps for predicting behavior: attitude formation, formation of subjective norms, formation of behavioral intentions, and behavioral outcomes.
Advantages of Theory of reasoned action
The Theory of Reasoned Action has several advantages. Firstly, it has been proven to be one of the most accurate predictors of human behavior. Additionally, it is relatively easy to use as it only requires a person’s attitude and subjective norms to be assessed. Finally, it takes into account both cognitive and affective components of behavior which makes it a more holistic approach.
Limitations of Theory of reasoned action
The Theory of Reasoned Action does have some limitations. Because the model does not take into account situational influences or unconscious influences on behavior, it may not accurately predict behavior in some instances. Additionally, the model does not take into account any changes in a person’s attitude or subjective norms over time which could alter their intention to carry out a behavior. Finally, the model does not consider the impact of external factors, such as the availability of resources or competing behaviors, on a person’s intention to perform a behavior.
The Theory of Reasoned Action is often used in combination with other behavioral models in order to gain a better understanding of an individual’s behavior. These models include the Theory of Planned Behavior, the Health Belief Model, and the Transtheoretical Model of Change.
- The Theory of Planned Behavior: This model is similar to the TRA in that it also focuses on attitudes and subjective norms, but it also includes the element of perceived control.
- The Health Belief Model: This model suggests that an individual’s behavior is determined by their beliefs about their own health. It takes into account an individual’s perceived susceptibility and severity of a disease, as well as their perceived benefits and barriers of a specific behavior.
- The Transtheoretical Model of Change: This model suggests that an individual’s behavior is determined by their stage of change. The model suggests that behavior is determined by an individual’s readiness to change and their perceived self-efficacy.
| Theory of reasoned action — recommended articles |
| Fishbein model — EBK model — Bettman model — Factors influencing consumer behaviour — Social cognitive theory — Indifference curve and budget line — Expected utility theory — Nicosia model — Normative economics |
References
- Hale, J. L., Householder, B. J., & Greene, K. L. (2002). The theory of reasoned action. The persuasion handbook: Developments in theory and practice, 14(2002), 259-286.
