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?