Theory of Reasoned Action

Mini Research Paper

Peggy Davis
10/13/2013












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Theory of Reasoned Action

The Theory of Reasoned Action is a model driven by behavioral intentions by
ones attitude and subject norms regarding the performance of a behavior or act. The basis
of this theory is to provide an explanation of human behavior. As in, why we do the
things we do and what drives that thought. When you define behavior, you ultimately
think behavior is the way a person will conduct themself. When you define attitude, this
is the way we typically feel or think about something, which usually correlates with our
behavior. The theory is based around subject normalitys, or basically what seems normal
to a person based off of society, what is seemingly average, or how one feels other people
may perceive something. The Theory of Reasoned Action suggests that the outcome of
ones behavior is intentional; therefore reiterating that behavior then leads to attitude
toward said behavior or act, which in turn results in the beliefs that he/she may feel about
the behavior or act. The best predictor of behavior is intention. Intention is the cognitive
representation of a person's readiness to perform a given behavior, and it is considered to
be the immediate antecedent of behavior. This intention is determined by three things:
their attitude toward the specific behavior, their subjective norms and their perceived
behavioral control. The theory of planned behavior holds that only specific attitudes
toward the behavior in question can be expected to predict that behavior. (Theory of
Planned Behavior/ Reasoned Action)
There are variables that determine whether we will accept or reject a message
and then we will act accordingly. Those variables are our cognitive dimension, affective
dimension and our behavioral dimension. Cognitive dimension refers to our beliefs and
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what we know about the object. Affective dimension refers to our attitude, or how it
makes us feel. Our behavioral dimension determines the relevance according to our
attitudes and beliefs; Our beliefs tend to shift over time, life has a way of throwing events
in our faces and re-evaluating our belief system. Attitudes also change when what we
believe or know has started to become something else. Our attitude is influences by the
people around us, what we see in the media, and also the people we meet from day to
day. Our attitude is compiled of the information that we learn and accumulate over time.
Ultimately, it is up to ones self and that resulting behavior that suggests if we do or do
not act upon something, even though there are many factors pertaining as to why and if
we have the motivation to do so.

The Origin of The Theory of Reasoned Action

Ajzen and Fishbein formulated in 1980 the theory of reasoned action (TRA).
This resulted from attitude research from the Expectancy Value Models. Ajzen and
Fishbein formulated the TRA after trying to estimate the discrepancy between attitude
and behavior. This TRA was related to voluntary behavior. Later on behavior appeared
not to be 100% voluntary and under control, this resulted in the addition of perceived
behavioral control. With this addition the theory was called the theory of planned
behavior (TpB). The theory of planned behavior is a theory which predicts deliberate
behavior, because behavior can be deliberative and planned. (Health Behavior and
Health Education.) The Theory for Reasoned Action is a model that we have used and
still currently use today for the prediction of behavioral intention. This theory was
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founded upon the frustration that we tend find when looking within to gain an
understanding of why we do the things we do and the actions or behavior behind it. This
model suggests that our mind has a set value system that gives our world meaning by
having boundaries and references for accepted behavior, and helps us separate the things
we will do if life from the things we will not do.

The Theory of Reasoned Action related to Advertising

When relating The Theory of Reasoned Action and advertising certain factors
may come into effect. Since behavioral intentions are determined by a persons attitudes
or beliefs certain types of advertising or social norms may not be appealing to a person
causing them to not take an interest in the product or service. Its important to remember
that there are many factors as to why advertising relates to The Theory of Reasoned
Action. In some circumstances such this type of persuasion in advertising, it can be a
subtle ad, like a 30 second commercial on a car, and other times and it can be very bold,
like the ASPCA and their hour long advertisements that are known well known for
begging you to help save an animal by donating money. Advertising is the action of
promoting a good or service to society. People may or may not be inclined to watch these
commercials and most likely will not watch an hour-long advertisement begging one to
help poor and abused animals. If a person already has an attitude suggesting that they do
not like animals then they definitely will most likely not watch the advertisement.
However, if you are an animal lover and youve rescued animals before, or may even
volunteer at a dog shelter you will be more inclined to watch the advertisement.
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The model has some limitations including a significant risk of confounding
between attitudes and norms since attitudes can often be reframed as norms and vice
versa. A second limitation is the assumption that when someone forms an intention to act,
they will be free to act without limitation. In practice, constraints such as limited ability,
time, environmental or organizational limits, and unconscious habits will limit the
freedom to act. (Theory of Reasoned Action.) All of these factors influence the
foundation for our attitudes and behaviors that base the way we live our life each day.
Advertisers typically like to predict the way consumers purchase items and
understand the reasons why behind the purchase. Advertisers research all areas to be able
to best predict what we will want to buy next; they search out for demographics, open
surveys, etc. The theory behind this research is so they can determine who and what to
advertise next to make more money. When an advertiser uses mass persuasion through
advertising, a consumer may be more likely to purchase the product. By understanding
the functions of a belief or an attitude, an advertiser can be more prepared to react to the
consumers needs and wants.

Theory of Reasoned Action Conclusion

Looking at The Theory of Reasoned Action, you now can understand that there
are a number of factors that influence your behavior or attitude. Because of ones
attitudes or beliefs, people are more inclined to be susceptible to be influenced by what
one may want to perceive. This model cannot predict this theory in all aspects, but it does
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aid into an understanding into behavioral intentions by ones attitude and subject norms
regarding the performance of a behavior or act.





















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Bibliography

Health Behavior and Health Education. (n.d.). Perelman School of Medicine at the
University of Pennsylvania. Retrieved October 23, 2013, from
http://www.med.upenn.edu/hbhe4/part2-ch4-theory-of-reasoned-action.shtml

Theory of Reasoned Action. Retrieved October 23, 2013, from
http://www.istheory.yorku.ca/theoryofreasonedaction.htm

The Theory of Reasoned Action | What Can You Do in Outreach? | Outreach and
Extension | Department of Fisheries and Wildlife | Michigan State University. Retrieved
October 23, 2013, from
http://www.fw.msu.edu/outreachextension/thetheoryofreasonedaction.htm

Theory of Planned Behavior/ Reasoned Action. Retrieved October 23, 2013, from
http://www.utwente.nl/cw/theorieenoverzicht/theory%20clusters/health%20communicati
on/theory_planned_behavior.doc/
^ I could not get this article to cite properly, I even went in manually and could not find
the author to cite this.