A&P Chapter 8
What ways can you use TRA to change attitudes?
-you can add to a new behavioral belief -you can change the belief evaluation -you can change the belief strength
What ways can you use TRA to change subjective norm?
-Add new normative beliefs about new salient others -change existing normative beliefs -alter motivation to comply with salient others
What is subjective norm the result of?
-Normative beliefs -motivation to comply
What are the 7 strategies that TRA provides when creating a persuasive message
-add a new behavioral belief -alter belief evaluations -alter belief strength -add a new salient other -alter normative beliefs -alter motivation to comply -alter the relative weights
What are the strengths of TRA and TPB?
-both models are receiver oriented -both models explain the relationship between attitudes, beliefs, and behaviors as well as the relationship of attitudes and social pressure to perform a behavior that people experience -both are well supported by research -both are useful in predicting intention to perform behavior -because of the ability of both TRA and TPB to predict behavior, it allows us to have some measure of control over our audience's behaviors
What are the 2 factors that perceived behavioral control is a result of
-control belief -control factor
How are both TRA and TPB limited?
-limited by their emphasis on a specific behavior -relative weights component -both do not include previous behavior in the model
What 3 factors influence the intention-behavior relationship or the extent behavioral intentions influence behavior?
-volition -correspondence -time
What is the TRA a map of?
A map of how people make rational choices about what behaviors to engage in
What are the role of intentions?
A person's intention to do something is the best predictor of whether he or she will actually perform the behavior
Who developed the Theory of Reasoned Action (TRA)?
Ajzen and Fishbeing (1980)
What is proposed as being the best single predictor of behavior?
Behavioral intention. (attitude and subjective norm influence intention to perform a behavior)
What is belief strength?
How strongly we hold a salient belief. -measured with a semantic differential scale - the measurement of belief strength is important for predicting attitudes for a large group of people
What is belief evaluation?
How we feel about each of our behavioral beliefs
What is correspondence?
Intentions are a good predictor of behavior as long as the measures correspond to one another; the measures of intention and behavior must have the same dimensions
What is volition?
One assumption of this theory is that behavior is under volitional control; if a behavior is not under volition, intention will not be a good predictor of behavior.
What are behavioral beliefs?
The beliefs we have about the behavior
What are two other factors that play an important role in influencing behavior change?
social pressure and intention to perform the behavior
What is an underlying assumption of the TRA?
That human beings choose how to behave and these choices are rational for the most part.
What is the Theory of Planned Behavior (TPB) an expansion of?
The Theory of Reasoned Action, it is expanded to include behaviors that are not under complete volitional control
What is the time aspect?
The amount of time between the measurement of intentions and the performance of the behavior; intentions are a better predictor of behaviors when the measurement occurs right before the performance of the behavior
Within the TRA, the behavior that you are trying to influence is:
The attitude toward behavior
What is the focus of the Theory of Reasoned Action (TRA)?
The focus is on behavior as the ultimate outcome, rather than attitude change ----attitude change is still important, but it is not the primary goal of the TRA
Under the TRA model, a person's attitude is a result of what?
The strength with which he/she holds those beliefs and how he/she evaluates those beliefs.
What must happen in order for intentions and behavior to correspond?
They need to match in terms of action, target, context, and time.
What is volitional control?
When an individual has control over the behavior
what are normative beliefs?
a person's beliefs about what salient others want him/her to do in regard to the behavior in question
What is behavioral intention?
a psychological concept that is best described as an expectation or as a plan
Ajzen and Fishbein state tat attitude toward behavior is a function of __________ about the behavior.
beliefs
what is control belief?
beliefs about the likelihood of having the opportunities and resources necessary to perform the behavior and the frequency that a control factor will occur
what is motivation to comply?
how willing your audience is to go along with what they think their salient others want them to do
what is control factor?
something that prevents you from performing the behavior
What is a major criticism of TRA
the focus on volitional behavior
what is perceived power?
the perceived ability of the control belief to facilitate or inhibit the performance of the behavior
What is subjective norm?
the social pressure a person feels from salient (important) others to perform or not to perform a behavior
What is subjective norm?
the social pressure a person feels from salient others to perform or not perform a behavior