week 3,2
Theory of Reasoned Action, Theory of Planned Behavior,
Background
The Theory of Reasoned Action is used to explain and predict behavior.
Based on attitudes, norms, and intentions
Individual motivational factors influence the likelihood of performing a behavior.
Developed by Icek Ajzen and Martin Fishbein.
(Edberg, 2007)
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3
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Behavioral intention is one of the strongest predictors of behavior.
Attitude here focuses on towards the behavior not the object (e.g., disease).
For example, if the goal is to reduce HIV infections, practitioners should focus on addressing attitudes towards condom use as opposed to teaching HIV pathology.
Behavioral Beliefs
Beliefs about the likely consequences of the behavior.
Produce a favorable or unfavorable attitude towards the behavior.
. Example: If I drink too much, then…
(Edberg, 2007)
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Evaluation of Behavioral Beliefs
Value attached to outcome or attribute.
Produce a favorable or unfavorable attitude towards the behavior.
Example: Missing class because I drank too much would be…
(Edberg, 2007)
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Subjective Norms
Belief about what is “normal,” and (as defined by the term itself) is subjective (i.e., based on one’s perception)
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Normative Beliefs
Beliefs about whether referent individuals will approve or disapprove of the behavior.
Example: If I drank too much, my significant other would…
(Edberg, 2007)
Motivation to comply refers to the motivation to do what each referent thinks.
based on the example above, this could be, “it is important for me to make my significant other happy.”
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But…
Something seemed to be missing.
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Evolution from TRA to TPB
Fishbein & Ajzen realized the TRA does not address external factors.
TRA doesn’t account for peoples’ perception of the power or control they have over their behaviors.
Perceived Behavioral Control
(Edberg, 2007)
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Perceived Behavioral Control
Perceived Behavioral Control
Control Beliefs
Perceived Power
Perceived behavioral control: The amount of control over a behavior people perceive that they have
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Control Beliefs
Perceived Behavioral Control
Control Beliefs
Perceived Power
The perceived likelihood of doing the behavior or not.
Example: having sex while intoxicated
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Perceived Power
Perceived Behavioral Control
Control Beliefs
Perceived Power
Beliefs regarding the presence of factors that could impact doing the behavior.
Example: being intoxicated will make it harder to have sex.
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General Rule
In most cases:
the more positive the attitude,
the greater the perceived approval (subjective norm),
the stronger the perceived control,
the more likely the person’s intention is to perform the behavior.
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Critiques
The longer the time interval between Behavioral Intention and Behavior, the less likely the behavior will occur.
I will work out today vs.
I will workout in a couple of months
The theory is based on the assumption that human beings are rational and make systematic decisions based on available information. Unconscious motives are not considered.
(Glanz, Rimer, & Viswanath, 2008)
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Critiques
Factors such as personality and demographic variables are not taken into consideration.
There is much ambiguity regarding how to define Perceived Behavioral Control and this creates measurement problems.
Assumption is made that Perceived Behavioral Control predicts actual behavioral control. This may not always be the case.
(Glanz, Rimer, & Viswanath, 2008)
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References
Glanz, K., Rimer, B., & Lewis, F. (Eds.). (2002). Health Behavior and Health Education: Theory, Research, and Practice. San Francisco, CA: Jossey-Bass.
Glanz, K., & Rimer, B. K. (1997). Theory at a glance: a guide for health promotion practice. Bethesda, Md.: U.S. Dept. of Health and Human Services, Public Health Service, National Institutes of Health, National Cancer Institute.
THEORY OF REASONED ACTION
Motivation to Comply
Behavioral Beliefs
Behavioral Intention
Behavior
Subjective Norm
Attitude Toward Behavior
Normative Beliefs
Evaluations of Behavioral Outcomes
THEORY OF REASONED ACTION
Behavioral
Beliefs
Evaluations
of
Behavioral
Outcomes
Normative
Beliefs
Motivation
to Comply
Attitude
Toward
Behavior
Subjective
Norm
Behavioral
Intention
Behavior
THEORY OF PLANNED BEHAVIOR
Behavioral Beliefs
Behavior
Subjective Norm
Attitude Toward Behavior
Behavioral Intention
Perceived Behavioral Control
Perceived Power
Control Beliefs
Motivation to Comply
Normative Beliefs
Evaluations of Behavioral Outcomes
THEORY OF PLANNED BEHAVIOR
Behavioral
Beliefs
Evaluations
of
Behavioral
Outcomes
Normative
Beliefs
Motivation
to Comply
Attitude
Toward
Behavior
Subjective
Norm
Behavioral
Intention
Behavior
Control
Beliefs
Perceived
Power
Perceived
Behavioral
Control
|
*Constructs |
Definition |
|
Behavioral intention |
Perceived likelihood of performing the behavior |
|
Attitude Behavioral Belief |
Belief that behavioral performance is associated with certain attributes or outcomes |
|
Evaluation |
Value attached to a behavioral outcome or attribute |
|
Subjective norm Normative Belief |
Belief about whether each referent approves or disapproves of the behavior |
|
Motivation to Comply |
Motivation to do what each referent thinks |
|
Perceived behavioral control Control Belief (TPB) |
Perceived likelihood of occurrence of each facilitating or constraining condition |
|
Perceived power (TPB) |
Perceived effect of each condition in making behavioral performance difficult or easy |
*Constructs Definition
Behavioral intention Perceived likelihood of performing the behavior
Attitude Behavioral
Belief
Belief that behavioral performance is associated
with certain attributes or outcomes
Evaluation
Value attached to a behavioral out come or
attribute
Subjective norm
Normative Belief
Belief about whether each referent approves or
disapproves of the behavior
Motivation to
Comply
Motivation to do what each referent thinks
Perceived
behavioral control
Control Belief (TPB)
Perceived likelihood of occurrence of each
facilitating or constraining condition
Perceived power
(TPB)
Perceived effect of each condition in making
behavioral performance difficult or easy