Theory of Reasoned Action Fishbein Ajzen 1975 11242020

Theory of Reasoned Action Fishbein & Ajzen, 1975 11/24/2020 1

1. Assumptions z. Man is “basically a rational information processor” z“Beliefs, attitudes, intentions, and behaviors are influenced by the information available. . . ” z. How we process information determines the effects of communication 11/24/2020 2

2. The Model Beliefs about object X 1. 2. . . n 11/24/2020 Intentions toward X Attitudes about X Behaviors Toward X 1. 2. 3. . . 3

3. Components z. Beliefs y“a link between any two aspects of our world” y(0) is (X), JJ is stupid y(S) said (O is X) Joe said JJ is stupid y. Beliefs come from experiences, communication, education y. Types of beliefs x. Descriptive 11/24/2020 x. Inferential 4

Components (Cont’d) z. Attitudes y“A general feeling of favorableness or unfavorableness toward an object” y. A = (b 1 e 1 + b 2 e 2 + b 3 e 3. . . ) y. The salience of the beliefs is key 11/24/2020 5

Example z. Clinton yis a democrat yfavors universal health care ydodged the draft ysleeps around yfavors education 11/24/2020 6

Components (cont’d) z. Intentions y“. . a subjective probability dimension involving a relation between self and action” y. Intention = (Ab)w 1 + (SN)w 2 y. Ab = Attitude toward Behavior y. SN = Subjective Norm (Social norms) y. Specificity of target, situation, & time 11/24/2020 7

Components (cont’d) z. Behavior Cognitive Beliefs (eval) 11/24/2020 Affective = A = Conative Intentions (eval) = Behavior (eval) 8

3. Implications z. Changing attitudes may not change behaviors z. Changing beliefs is critical to persuasion z. Successful audience analysis is built on understanding the belief structure (salience, cognitive complexity) z. Specificity of intentions is crucial 11/24/2020 9

4. Critique z. Explains many conflicting research findings z. Provides some practical ideas regarding persuasion z. How much of this is conscious? z. Are humans mere information processing machines? 11/24/2020 10