Ch 5 Theory of reasoned action

Two determinants of behavioral

1. the person's attitude toward performing the behavior 2. the person's perception of the social norms or pressures exerted on him/her to do the behavior

Theorist

Fishbein & Ajzen

Third component of subjective norms

Perceptions of what significant others are actually doing

Motivation to comply

The extent to which we want to do what others want us to believe, do or chose The individual's motivation to go along with significant others

Normative beliefs

The sense of what others would prefer for us to believe, do or chose. The person's beliefs that specific individuals or groups think that he/she should or should not perform the behavior.

Attitude toward the behavior is affected by

behavioral beliefs and outcome evaluation

Subjective norms consist of two components

normative beliefs and motivation to comply Normative beliefs

key premise assumes

that people rationally and consciously calculate the costs and benefits of engaging in a particular action and think carefully about how significant others will view the behavior

Behavioral intention

A course of action one aims to follow, a plan to put behavior into effect. The product of attitude toward the choice/behavior and our willingness to let key others influence our choice/behavior. The product of conscious deliberation of relative importance of attitudes and normative considerations

4 components in reasoned action theory

Attitude toward the behavior or action Subjective norms Behavior intension Behavior

Subjective Norms

Social pressures

Behavior

The theory posits that there is one primary determinant of behavior - the person's intention to perform it.

Key premise

To predict behavior, we need to consider both likes and dislikes (attitudes) and people's natural tendency to want to please others (norms)

Ect.

While the theory predicts behavioral intentions, it does not necessarily predict actual behavior because people don't always behave in accordance with their intentions.

Attitude toward behavior

learned predisposition to respond (un)favorably and consistently with respect to the behavior the person's judgement performing the behavior is good or bad.