The Theory of Reasoned Action

Adapted from Understanding Attitudes and Predicting Human Behavior, I. Ajzen and M. Fishbein, 1980. Prentice Hall, Englewood New Jersey

 

Communication and outreach theories can help us to develop our outreach programs by giving us a clear picture or understanding of human communication and human behavior.Ajzen and Fishbein developed a versatile behavioral theory and model in 1980 called the Theory of Reasoned Action.This theory details the factors and inputs that result in any particular behavior.Very simply, the model looks like this:

Attitude          »          Intention          »          Behavior

In this theory, a person's attitude toward a behavior consists of 1) a belief that that particular behavior leads to a certain outcome and 2) an evaluation of the outcome of that behavior.If the outcome seems beneficial to the individual, he or she may then intend to or actually participate in a particular behavior.Also included in one's attitude toward a behavior is their concept of the subjective norm.

Subjective norm is a person's perception of what others around them believe that the individual should do.In its purest essence, subjective norm is a type of peer pressure.Whether or not a person participates or intends to participate in any behavior is influenced strongly by the people around them.These people may include friends or a peer group, family, co-workers, church congregation members, community leaders and even celebrities. A belief that Ted Nugent is a good rocker and an advocate of responsible hunting can influence one's attitude toward hunting and may lead them to participate in responsible hunting behaviors.

People may also be inclined (or not inclined) to participate in a behavior based upon their desire to comply with others.Laws or rules prohibiting a behavior may have an impact on one's attitude toward participating in a behavior.Strict drunk-driving rules in the State of Michigan along with a desire to comply with laws can lead a person to believe that they will be punished should they participate in that behavior.They may also develop a negative attitude toward drunk driving and a strong intention not to act in that manner. 

Ultimately, one's attitude toward a behavior can lead to an intention to act (or not to act as the case may be).This intention may or may not lead to a particular behavior. Each year, on January 1, millions of Americans with an attitude that weight loss will improve their health intend wholeheartedly on losing weight.Several will begin behaviors to implement this change.Others will never move past the intention stage.

In its final, more complex form, the model for the Theory of Reasoned Action may look something like this:  

Belief toward an outcome	»	Evaluation of the outcome	»	Attitude	»	Behavior
Evaluation of the outcome	»
Beliefs of what others think	»	Subjective Norm	»
What experts think	»
Motivation to comply with others	»