Theory of Reasoned Action and Theory of Planned Behavior
- 1. Theory of Reasoned Action and Theory of Planned Behavior Kripa Thapa Magar MPH 1st year, CDPH Batch II, I.O.M., TU
- 2. Theory Description • TRA was developed to better understand relationships between attitudes, intentions and behaviors. • Started as a research about a theory of attitudes later which lead to the theory of attitudes and behavior • Has been widely used as a model for the prediction of behavioral intentions and/or behaviors. 6/22/2021 2
- 3. Background • First introduced in 1967 by Dr. Martin Fishbein • Dr. Martin Fishbein and Dr. Icek Ajzen began working together in the 1970s and extended TRA to TPB in 1980 • Originated in the field of psychology 6/22/2021 3
- 4. Assumptions • Based on the assumption that most behaviors of social relevance are under volitional (willful) control • Assume that the best predictor of a behavior is a person’s intention to perform i.e. behavioral intention. • Behavioral intention is, in turn, a function of his/her: ▫ Attitudes toward the behavior and ▫ Subjective norms regarding the behavior 6/22/2021 4
- 6. Attitude toward Behaviors • Fishbein distinguished between ▫ Attitude toward an object and ▫ Attitude toward a behavior with respect to that object. • He demonstrated that attitude toward the behavior is a much better predictor of that behavior than attitude toward the object at which the behavior is directed. 6/22/2021 6
- 7. • E.g. people may like BMW (attitude towards the object) but they may not be ready to buy one because either of lack of money or they may think it is not wise to spend so much of money on BMW (attitude towards behaviors regarding the object). • Thus, while he has positive feelings and a favorable attitude towards the product offering, he does not have a positive feeling to indulge in the act of purchase. 6/22/2021 7
- 8. $$$ $$$ Attitude towards object (BMW car) Attitude towards behavior (purchasing) with respect to that object (BMW car) 6/22/2021 8
- 9. Attitudes towards behavior is determined by two behavioral beliefs: 1. Beliefs about the outcome of the behavior, and 2. Evaluations of the expected outcome (is the outcome rewarding?) E.g. A girl may think that buying a BMW car is not a good investment. She may think that with that huge amount of money, she can start a business. 6/22/2021 9
- 10. Subjective norms regarding the behaviors Subjective norms are based on : 1. Normative beliefs – opinions of important referents; whether they will approve or disapprove of the performance of a behavior, 1. Person’s motivation to comply with those opinions of referents (i.e. “do I want to do what they want?”) 6/22/2021 10
- 11. E.g. A person may think, “smoking is not appropriate behavior”. This subjective norm may have developed from the belief that “my family and friends think I should not smoke” and “I value their opinion and want to follow their advice” Strong correlations are reported between behavior and both the attitudes towards the behavior and perceived behavioral control components of the theory. To date only weak correlations have been established between behavior and subjective norms. 6/22/2021 11
- 12. Figure: Theory of Reasoned Action 6/22/2021 12
- 13. Limitations of TRA • Single instance activities • Not ideal for predicting behaviors that are continuing or repeatable • Do not consider other related factors such as cultural factors, demographic factors that also shape behavior. • TRA is successful in explaining behavior when volitional (willful) control is high. But not sufficient to predict behaviors in which volitional control is reduced. 6/22/2021 13
- 14. In conditions where volitional control is low, Ajzen proposed the TPB to the TRA, in an effort to account for factors outside a person’s volitional control that may affect her/his intentions and behavior. Motivation (intention) Ability (Behaviora l control) Behavioral performan ce 6/22/2021 14
- 15. Theory of Planned Behavior • TPB is an extension of the TRA • Adds perceived behavior control • Which addresses the issue of external factors hindering behavior and the perceived ease of performing a behavior 6/22/2021 15
- 16. Perceived behavioral control is composed out of 1. Self-efficacy and 2. Controllability • Self-efficacy refers to a person’s belief in his own capability to execute an action or a behavior • While controllability indicates the amount of control individual perceives to hold over a behavior. 6/22/2021 16
- 17. Figure: Theory of Planned Behavior 6/22/2021 17
- 18. Theory of Reasoned Action Theory of Planned Behavior Figure: Difference between TRA and TPB 6/22/2021 18
- 19. TRA and TPB have been used successfully to predict and explain a wide range of health behaviors and intentions, such as: • Smoking • Drinking • Substance use • Health services utilization • Exercise • Breast feeding • HIV/STD prevention behaviors and use of contraceptives • Mammography • Sun protection • Safety helmets and seatbelts 6/22/2021 19
- 20. Integrated Behavioral Model • Fishbein and colleagues have further expanded TRA and TPB to an Integrated Behavioral Model (IBM) in 1999 with increased interest in theory integration and recommendations resulting from the National Institutes of Mental Health theorists’ workshop. 6/22/2021 20
- 21. References • Montano, D.E., & Kasprzyk, D. (2008). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. In Glanz K, Rimer BK, Viswanath K, Eds. (4th ed). Health Behavior and Health Education: Theory, Research, and Practice. San Francisco: Jossey-Bass. pp 67-96. • Sapkota, S.P. & Pahari, D.P. Health Promotion and Education. Kathmandu: Vidhyarthi Prakashan P. Ltd. • Madden, T.J., Ellen, P.S. & Ajzen I. (1992). A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action • Morris, J., Marzano, M., Dandy, N & O’Brien, Liz. (2012). Theories and models of behavior and behavior change. • https://www.youtube.com/watch?v=yJhKheZNGpM&t=45s • Sahney, S. Module-6, Consumer Behavior. 6/22/2021 21
Editor's Notes
- #19: Figure B presents the theory of planned behavior. Perceived behavioral control is included as an exogenous variable that has both a direct effect on behavior and an indirect effect on behavior through intentions. The indirect effect is based on the assumption that perceived behavioral control has motivational implications for behavioral intentions. The direct path from perceived behavioral control to behavior is assumed to reflect the actual control an individual has over performing the behavior. The direct effect of perceived behavioral control on actual behavior should be significant when (a) the behavior in question is likely to have some aspect not under volitional control and (b) perceptions of control over the behavior are accurate.
- #21: In addition to TRA and TPB, a modest number of behavioral theories and models have been used most often to investigate health behaviors (Glanz, Rimer, and Lewis, 2002), including Social Cognitive Theory (see Chapter Eight), Health Belief Model (HBM; see Chapter Three), theory of subjective culture (Triandis, 1972), and The Transtheoretical Model (TTM; see Chapter Five). Though many constructs in these theories are similar or complementary, too much attention has been paid to their differences (Weinstein, 1993). Thus, the National Institutes of Mental Health (NIMH) sponsored a workshop with the primary architects of several of these theories, to develop a theoretical framework to integrate their constructs (Fishbein and others, 1992). At the same time, we carried out a longitudinal study of HIV-prevention behaviors in collaboration with Fishbein, in which we developed an integrated model that coincided substantially with the recommendations resulting from the NIMH theorists’ workshop (Kasprzyk, Montaño, and Fishbein, 1998). With increased interest in theory integration, Fishbein and colleagues have described an integrative model focusing primarily on the determinants of behavioral intention (Fishbein, 2000; Fishbein and Cappella, 2006). The 2002 Institute of Medicine (IOM) report, Speaking of Health, recommended an integrated model for using communication strategies to change health behavior (IOM, 2002). Based on this work and on our experience with several studies over the past ten years, we propose use of the Integrated Behavioral Model (IBM) as a further extension of the TRA and TPB and describe it in this chapter