Theory of reasoned action
- 1. Paul Buckley Public Relations Theory
- 2. Founders: Martin Fishbein Icek Ajzen Behavioral Intention is the predictor of behavior
- 3. Attitude Personal beliefs about value of behavior Subjective norms Social environments value on behavior Behavioral Intention Combination of both, predicts behavior
- 5. Used for behavior modification STD/HIV prevention Health fitness behaviors Quit Smoking Drinking
- 6. Montan, j.a. (2008). Theory of reasoned action . Retrieved from http://www.apla.org/accionmutua/pdf/Theory_of_Reasoned_Action.pdf Ajzen, I., and Fishbein, M. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. New York: Addison-Wesley. Garson, D. (2007). Theory of reasoned action . Retrieved from http://faculty.chass.ncsu.edu/garson/PA765/tra.htm Fishbien, M. (1980). Adapted from understanding attitudes and predicting human behavior . Engelwood, New Jersey: Prentice Hall. Notani, A. S. (1998). Moderators of perceived behavioral control's predictiveness in the theory of planned behavior: A meta-analysis. Journal of Consumer Psychology , 7 , 247-271.
Editor's Notes
- #3: The theory of Reasoned Action was developed by Martin Fishbein and Icek Ajzen in 1975. The theory says that a persons behavioral intention depends on the persons attitude about the behavior and the subjective norms. The theory states that a persons voluntary behavior is predicted by their attitude toward that behavior and how he or she thinks other people would view them if they performed the behavior.
- #4: The two concepts of this theory are attitude and subjective norms. The theory of Reasoned Action says that attitude towards a behavior and subjective norms are the two main predictors of behavioral intention. Attitude refers to the individuals beliefs about the value equated with doing a behavior. The subjective norm refers to the importance an individual puts on what other people value. The behavioral intention is the combination of the two and predicts actual behavior.
- #5: The validity of the behavioral intention is based upon the commonality between the measure of intention and behavior.
- #6: The theory of reasoned action has impacted health communications campaigns. Such campaigns include STD prevention, HIV/Aids prevention, applying this theory to health fitness behaviors, to wean of the use of tobacco products, and also to help with drinking problems.