CH6 Theory of Reasoned Action, Theory of Planned Behavior, and the Integrated Behavior Model

Historical Developments:

-TRA was developed by Fishbein in 1969 from attitude measurement theory: >Attitude is determined by expectations/beliefs concerning attributes of the object or action and evaluation of those attributes (Expectancy-value conceptualization) -TBP was developed in 1985 by Ajzen et al. to improve upon the predictive power of the TRA >Addresses the lack of volitional control in the TRA notes: -came from attitude research from expectancy value models; wanted to find relation btw attitude and behavior; TRA was related to voluntary behavior, but now determined that it isnt 100% voluntary, so came up w percieved behavior control

attitudes

-attitudes toward forming a behavior: determined by beliefs about outcomes/attributes of performing the behavior

perceived behavioral control is determined by:

-control beliefs and perceived power

so now 3 combined paths

-external variables> normative beliefs and motivation to comply>subjective norm>intention to perform the behavior>behavior -behavioral beliefs & evaluations of behavioral outcomes>attitude>intention to perform the behavior>behavior -control beliefs & perceived power>perceived behavioral control>intention to perform the behavior>behavior

see

-see case study answer key on canvas too (look over bc similar test q scenario)

control beliefs

concerning the presence or absence of facilitators and barriers to behavioral performance note: Perceived likelihood of occurrence of facilitating or constraining conditions; Beliefs about internal and external factors that may inhibit or facilitate the performance of the behavior >For example, the likelihood of jogging when it is raining outside

perceived power

impact of each control factor to facilitate or inhibit behavior note: Perceived effect of conditions in making behavioral performance difficult or easy; Perception about how easy or difficult it is for performing the behavior in each condition identified in control beliefs >For example, when it is raining, it is very difficult to jog

The TRA and TPB have constructs concerned with ______ ______ factors as determinants of performing specific behaviors; the underlying assumption is that ______ is the best predictor of BEHAVIOR

individual motivational; intention notes: -Assumes that people are rational and that reasoning is the primary determinant of behavioral intent -TRA and TPB assume all other factors (e.g. culture and the environment) operate through the model's constructs, and do not independently explain the likelihood that a person will behave a certain way

Integrated Behavior Model

just be aware that this exists

TPB: _______ was added to the TRA to form the TPB

perceived behavioral control >accounts for factors outside individual control that may affect intentions and behaviors note: How much a person feels he or she is in command of enacting the given behavior

theory of reasoned action:

see slide 7 Two paths that combine: -external variables> normative beliefs and motivation to comply>subjective norm>intention to perform the behavior>behavior -behavioral beliefs & evaluations of behavioral outcomes>attitude>intention to perform the behavior>behavior note: -constructs of tra: behav beliefs, eval of .., norm bel, and mot to comply -intention is predictive of behavior

the theory of planned behavior is an extension of

the TRA

5. Evaluation of Behavioral outcomes

-Value attached to a behavioral outcome or attribute -Interacts with behavioral belief >For example, a person who believes that exercise is likely to tone muscles but does not care about how toned his or her muscles are is unlikely to exercise

3. Attitude Toward Behavior

-A person's positive or negative feelings about performing a specific behavior >For example, a person who does not really like exercising is not likely to exercise.

7. Normative Belief

-Belief about whether key individuals and groups approve or disapprove of the behavior -How a person thinks that other people who are significant in his or her life would like him or her to behave >For example, a person might think that her spouse, parents, and friends believe exercise is good and approve of people who exercise. If a person believes that her family members approve of his or her waking up early in the morning and jogging, he or she is likely to jog

4. Behavioral Belief

-Belief that behavioral performance is associated with certain attributes or outcomes >For example, a person who believes that exercise is likely to tone muscles is likely to exercise

6. Subjective Norm

-Beliefs about what others think about the behavior -One's belief that most of the significant other's in one's life think one should or should not perform the behavior >For example, I may think that if I exercise, my spouse would be proud of me

9. Perceived Behavioral Control

-How much a person feels he or she is in command of enacting the given behavior; Two components (Control Beliefs and Perceived Power) -Control beliefs: Perceived likelihood of occurrence of facilitating or constraining conditions >Beliefs about internal and external factors that may inhibit or facilitate the performance of the behavior >For example, the likelihood of jogging when it is raining outside -Perceived power: Perceived effect of conditions in making behavioral performance difficult or easy >Perception about how easy or difficult it is for performing the behavior in each condition identified in control beliefs >For example, when it is raining, it is very difficult to jog

TRA and TPB

-Major strengths: >Hypothesized causal relationships among model components are clearly specified >Measurement and computation of constructs specified -Demographic and environmental characteristics assumed to operate through model constructs >Not thought to independently contribute to behaviors

What are the limitations of the TRA/TRB? (6)

-Not behavior change theories but explain relationships among beliefs, intentions, and behaviors -Do not consider personality-related factors, cultural factors, and demographic variables that also shape behavior -Provide precise definitions for measurement of constructs (one of the best) but little guidance for modification -Focus only on rational thoughts and do not consider irrational thoughts or fears -Measurement is time consuming and cumbersome (relies on interviewer administering personal interview) -Intervention messages may change one belief in the desired direction while adversely affecting another belief notes: integrated behavior model is a recent development we don't need to know about, just know it exists

1. Behavior

-Usually this is a single action performed by an individual that is observable (examples are being physically active every day, eating healthy, etc.) -Sometimes behavioral categories involve a set of actions that are not easily observable rather than a single observable action -Behavior should be defined in terms of its target, action, context, and time (TACT)

2. Behavioral Intention

-Perceived likelihood of performing the behavior -Intention is a proximal measure of behavior -Among the most important determinants of behavior -For example, a person who intends on exercising in the next week is likely to exercise

What are the strengths of the TRA and TRB? (3)

-Precise guidance regarding measurement -Help interventions to focus on the most important factors -Evaluation of TRA and TPB components at baseline and after the intervention help discern changes over time

notes

-TRA: a persons behavior is determined by a persons intention to perform the behavior -best predictor of behavior=INTENTION(persons readiness to perform any given behavior; directly comes before behavior) -strength of intention is determined by 3 things: someones attitude toward the behavior, subjective norms, and percieved control -TRA says attitude and subjective norm are main indicators of predicting intention >attitude is influenced by beliefs about the outcome of the behavior(good or bad) and evaluation of potential outcome(good or bad) (ex: is reading the book relevant to career and beneficial?); attitude could be based off dif factors like past experiences, if you think book is helpful, etc >attitude can be pos, neg, or neutral (believe good outcome=pos, believe bad outcome=neg) -TRA is there to emphasize understanding treatment, NOT bc beliefs and attitudes themselves are reasonable or correct

8. Motivation to Comply

-Whether or not the person's intentions and behavior will be affected by what others think >For example, if a person believes that his or her family members want him or her to jog early in the morning, he or she is likely to jog

Theory of Reasoned Action best explains/predicts behavior for which individuals exercise a ?

-large degree of control (may be insufficient to predict behaviors in which volitional control is reduced)

subjective norms

-subjective norms associated with a behavior: determined by normative beliefs--whether referent individuals approve/disapprove of performing the behavior

Theory of Reasoned Action: the most important determinant and its direct determinants

-the most important determinant of behavior is behavioral intention -direct determinants of behavioral intentions are attitudes and subjective norms notes: -According to these models. Behavioral intention is influenced by a person's attitude toward performing a behavior, and by beliefs about whether individuals who are important to the person approve or disapprove of the behavior (subjective norm). -Includes measures of attitudes and social normative perceptions that determine behavior -Addresses relationships among beliefs (behavioral and normative), attitudes, intentions, and behavior -Attitudes toward a particular behavior and beliefs about subjective norms can be highly predictive of behavior (30%-40%)

History: the TRA was developed to ?

-understand relationships between attitudes, intentions, and behaviors (Fishbein,1967) -Previous attitude theorists focused on attitude toward an object; Fishbein demonstrated attitude TOWARD the behavior is a better predictor of that behavior (Principle of compatibility)

What is the difference between the theory of reasoned action and the theory of planned behavior?

TPB includes perceived behavioral control (people's beliefs that they can control a particular behavior) as an additional determinant of intentions and behavior. notes: -This construct was added to account for situations in which people's behavior, or behavioral intention, is influenced by factors beyond their control. They argued that people might try harder to perform a behavior if they feel they have a big degree of control over it. -In the development of the TRA it was assumed that people have volitional control over the behavior of interest (and that they realize that they are capable of performing the behavior if they so desire). -Under these conditions, perceived behavioral control becomes irrelevant and the theory of planned behavior reduces to the theory of reasoned action.

measurements of constructs (dont need to understand in depth) What are the key constructs of the TRA? What are the key constructs of the TPB? (9)

TRA 1. Behavior TRA 2. Behavioral Intention TRA 3. Attitude TRA 4. Behavioral Belief TRA 5. Evaluation TRA 6. Subjective Norm TRA 7. Normative Beliefs TRA 8. Motivation to Comply TPB 9. Perceived Behavioral Control