Theory of Reasoned

Action
BY: Seifeslassie
Outline
 Introduction

 Assumptions
 Core components
 Limitations
 Case scenario
 Conclusion
 Reference
Introduction
 Theory of reasoned action is a cognitive theory that was
developed to help us understand human behavior in specific
contexts

 It was developed by Martin Fishbein and Icek Ajzen in 1975 to

understand the relationship between beliefs, attitudes, intentions,
and behaviors
Cont…
 The theory of reasoned action provides a framework to understand
why people make the choices they do regarding specific behaviors

 It is used to predict and explain human behaviors in areas like health,

safety, politics, etc by assessing beliefs, attitudes, intentions
Assumptions
 Rational assumption: People will consider the implications of their
actions and make rational, informed decisions based on the
information available to them

 Volitional control: Assumes that most behaviors of social relevance

are under free will control

 Stable beliefs: Beliefs and attitudes are relatively fixed and

consistent over time in a given situation
Core Components
 Behavioral intentions

 Attitudes

 Subjective norms

 Beliefs
Behavioral Intentions

 Behavioral intention represents the motivational factors that

influence a behavior being carried

 The motivation or perceived likelihood that an individual will engage

in a specific behavior

 The best predictor of actual behavioral performance per the Theory

of Reasoned Action
Examples

 I intend to schedule a physical exam with my doctor within the next

year

 I plan to make an appointment for my yearly checkup soon

 I am committed to being proactive about my health by getting a

physical
Attitudes
 Attitude refers to an individual's positive or negative evaluation of
performing a specific behavior

 Can be distinguished into two

 Attitude towards an Object

 Attitude towards a behavior with respect to that object

 It was demonstrated that attitude towards a behavior is a much

better predictor of that behavior
Example
 People may like BMW, having positive feelings or favorable attitude
towards the product (Attitude towards the object) but they may not
buy the car due to lack of money or they may think it’s a bad
investment (Attitude towards behavior)
Subjective Norms
 Subjective norm refers to the perceived social pressure/expectation
to perform or not perform a particular behavior

 It captures whether important referent individuals (friends, family,

colleagues etc.) would approve or disapprove of someone engaging in
the behavior
Example
 A person may think, “Smoking is not appropriate behavior". This
subjective norm may have developed from the belief that "my family
and friends think I should not smoke" and "I value their opinion and
want to follow their advice"

 Strong correlations are reported between behavior and both the

attitudes towards the behavior and perceived behavioral control
components of the theory
Beliefs
 Beliefs refer to the informational foundations that indirectly
influence attitudes, subjective norms, and ultimately behavior. There
are two main types of beliefs:
 Behavioral beliefs - The expected outcomes or consequences of
performing a specific behavior.
 Normative beliefs - Expectations of what important referents
(family, friends) think a person should do regarding the behavior.
Limitations
 It only focuses on volitional behaviors that are under full conscious
control. Does not account for non-volitional behaviors.

 Assumption of rationality may not always hold as peoples' thoughts

and behaviors can be irrational at times.
Cont…
 Does not consider environmental factors, skills or actual control
issues that could prevent intention from leading to action

 Stability of attitudes and beliefs over time is questioned. As people

change, intentions and behaviors may change too
Conclusion
• In conclusion, the TRA provides a useful framework for understanding
the cognitive antecedents of human behavior. It emphasizes how
beliefs, attitudes, and perceived social norms shape our intentions
and ultimately guide our actions.