Theory of Reasoned Action Theory of Planned Behavior
• Theory of Reasoned Action • Theory of Planned Behavior Chapter 14
Theory of reasoned action Fishbein & Ajzen (1975) • Used to explain: • Based on the assumption that people: – –
Predict and explain behavior • Three key constructs – • intention – 1. – 2. – 3. • product of 2 determinants – 1. – 2
TRA Attitudes Behavioral Intentions Subjective Norm Behavior
Studies with TRA • Riddle (1980) – 1. – 2. • Godin et al. (1986) – 1. – 2. – 3.
Studies continued & limitations • Godin and colleagues… – • Limitations: – – –
Theory of Planned Behavior Ajzen (1985) Attitude Subjective Norm Perceived behavioral control Intention Behavior
Perceived behavioral control • perceived ease or difficulty in performing a behavior – – • extent that _____factors interfere with ones’ attempt to perform a behavior – •
Perceived behavioral control • Control beliefs – – • Biggest control beliefs – – –
TBP Attitudes Subjective Norm Perceived Behavioral Control Behavioral Intentions Behavior
Studies using TPB • Ajzen & Madden (1986) – – • More recent studies – –
Limitations with TRA & TPB • Factors not taken into consideration – • TPB: limiting definition of perceived behavioral control. – – • Time interval • Subjective Norm – –
SO WHAT? ? • How can these theories be used practically?
- Slides: 13