Theory of Reasoned Action & Theory of Planned Behavior

Behavioral Beliefs + Evaluations of Behavioral Outcomes -->

Attitude Toward Behavior

the importance of the role of perceived behavioral control came from

Bandura's concept of self-efficacy. Recently, Fishbein and Cappella (2006) stated that self-efficacy is the same as perceived behavioral control in his model. it tries to measure the confidence toward the probability, feasibility, or likelihood of executing given behavior

Behavioral Intention -->

Behavior

TRA and TPB founded by

Fishbein & Ajzen and Fishbein

Essence of theories

Health behavior results from intention influenced by attitude, norms, and control

Control Beliefs + Perceived Power -->

Perceived Behavioral Control

Subjective Norms

Perceived overall social pressure

Intention is influenced by the following factors

attitudes, subjective norms, volitional control, and behavioral control

Complications of theory of reasoned action are encountered when the theory is applied to

behaviors that are not fully under volitional control

Subjective norms soy example

if a health care provider and family member suggest that an individual eat soy products, and if the person wants to make these others happy, there is a greater willingness to comply and a greater likelihood of soy consumption

Attitude toward behavior soy example

if someone believes eating soy is healthier than eating animal protein, is better for the environment, and carries less of a chance of foodborne illness, the individual's attitude toward eating soy products would be favorable

A behavior under volitional control is one

in which the person is able to decide, at will, to engage in or not (such as deciding whether the eat breakfast in the morning)

The theory of reasoned action has proved to be most successful when dealing with

purely volitional behaviors

Construct of Behavioral Control is similar to the construct of

self-efficacy in Social Cognitive Theory and the concept of SE theory

Behavioral Intention

● A person's readiness to perform a given behavior ● Indicated by subjective probability that one will perform the behavior ● Affecting "intent" is the goal of a Theory of Reasoned Action based intervention

Perceived behavioral control beliefs

● Reflects past experience & anticipated barriers ● is determined by the total set of accessible control beliefs, i.e., beliefs about the presence of factors that may facilitate or impede performance of the behavior ● perceived power of the control factor ● perceived behavioral control can, together with intention, be used to predict behavior

Attitude Toward Behavior are a combination of

- Behavioral beliefs: A person's beliefs regarding the outcomes of a defined behavior AND - Evaluation of behavioral outcomes: The person's evaluation of potential outcomes

Perceived Behavioral Control

- Refers to the perceived ease or difficulty to perform behavior - Refers to people's perceptions of their ability to perform a given behavior - Account for factors outside the individual's control that may affect intention and behavior

Difference between TRA &TPB

- TPB adds one component to the TRA = Perceived Behavioral Control

Strengths of TRA and TPB

- TPB can cover people's non-volitional behavior which can't be explained by TRA - By adding perceived behavioral control, TPB can explain the relationship between behavioral intention and actual behavior - Several studies found that TPB would help better predict health-related behavioral intention than the TRA - TPB as well as TRA can explain the individual's social behavior by considering social norm as an important variable

Limitations of TRA and TPB

- the theory of planned behavior is based on cognitive processing and level of behavior change - compared to affective processing models, the theory of planned behavior overlooks emotional variables such as threat, fear, mood and negative or positive feeling and assessed them in a limited fashion. THis is a limitation since most health behaviors are influenced by personal emotional and affect-laden nature -poor predictability for health-related behavior in previous health research may be attributed to exclusion of emotion variables

Subjective Norms are a combination of

-Normative Beliefs: A person's beliefs regarding other people's views of a behavior (belief about what relevant others think she should do) AND - Motivation to comply to other people (The person's willingness to conform to those views)

TPB For example: ➢ predicts that a person will give up smoking if she

1) Has a positive attitude toward quitting 2) Thinks others whom she values believe it would be good for her to quit 3) Perceives that she has control over whether she quits

Attitude Toward Behavior + Subjective Norm -->

Behavioral Intention

Perceived Behavioral Control -->

Behavioral Intention & Behavior

Article at end of chapter

Purpose: assessed the plausability and robustness of Ajzen's TPB in predicting and explaining use, frequency of use and misuse of alcohol among 3946 5th-8th graders in Michigan. Also compared the effectiveness of TPB and TRA in predicting intention to use alcohol Results: strong support for use of TPB. Intention to use alcohol explained up to 26% variance in use, 38% variance in frequency of use, and 30% variance in misuse of alcohol. up to 76% variance in intention to use alcohol was explained by attitudes, subjective norms, and perceived behavioral control. TPB was more effective in predicting intention to use alcohol than TRA

How does behavioral control differ from self-efficacy?

SE is concerned with one's perception of ability to perform a behavior, whereas behavioral control is concerned with "perceived control over performance of a behavior"

Normative Beliefs + Motivation to Comply -->

Subjective Norms

TRA and TPB propose behavior is based on the concept of

intention

Intention

the extent to which someone is ready to engage in a certain behavior or the likelihood that someone will engage in a particular behavior

Subjective norms

the perceived social pressure to engage or not to engage in a certain behavior

The theory of planned behavior (TPB) is an extension of the theory of reasoned action that addresses

the problem of incomplete volitional control