Theory of Reasoned Action, Theory of Planned Behavior, and Integrated Behavioral Model

Perceived Subjective norm (Indirect measure)/Normative belief**

Belief about whether each referent approves/disapproves of the behavior. Measure: disagree-agree scale (scored -3 to +3)

Perceived Descriptive norm (Indirect measure)/Normative belief

Belief about whether each referent performs the behavior. Measure: bipolar disagree-agree scale (scored -3 to +3)

Perceived Subjective norm (Direct measure)**

Belief about whether most people approve/disapprove of the behavior. Measure: bipolar disagree-agree scale (scored -3 to +3)

Perceived Descriptive norm (Direct measure)

Belief about whether most people perform the behavior. Measure: bipolar disagree-agree scale (scored -3 to +3)

Instrumental attitude: Indirect measure/Behavioral belief**

Belief that behavioral performance is associated with certain attributes/outcomes. Measure: bipolar unlikely-likely scale (scored -3 to +3)

Experiential attitude (affect): Indirect measure/Behavioral belief

Belief that behavioral performance is associated with certain positive or negative feelings. Measure: bipolar unlikely-likely scale (scored -3 to +3)

TRA/TPB Limitations

Does not specify particular beliefs about behavioral outcomes, referents, and control beliefs should be discerned for each group and behavior and will likely be different for different populations and behaviors.

Integrated Behavioral Model (IBM)

Includes constructs from the TRA/TPB and from other influential theories. The most important determinant of behavior in the IBM is intention to perform the behavior.

Perceived Subjective norm (Indirect measure)/Motivation to comply**

Motivation to do what each referent thinks. Measure: unipolar unlikely-likely scale (scored 1 to 7)

Experiential attitude (affect): Direct measure

Overall affective evaluation of the behavior. Measure: semantic differential scales (i.e., pleasant-unpleasant; enjoyable-unenjoyable)

Instrumental attitude: Direct measure

Overall evaluation of the behavior. Measure: semantic differential scales (i.e., good-bad; wise-foolish)

Self-efficacy: Direct measure

Overall measure of ability to perform behavior. Measure: certain I could not-certain I could scale for overall behavior (scored -3 to +3 or 1 to 7)

Perceived behavioral control: Agency (Direct measure)**

Overall measure of perceived control over the behavior. Measure: semantic differential scales (i.e., under my control-not under my control; easy-difficult)

Self-efficacy: Indirect measure/Self-efficacy belief

Perceived ability to overcome each facilitating/constraining condition. Measure: certain I could not-certain I could scale for overall behavior (scored -3 to +3 or 1 to 7)

Perceived behavioral control: Agency (Indirect measure)/Perceived power**

Perceived effect of each condition in making behavioral performance difficult or easy. Measure: bipolar difficult-easy scale (scored -3 to +3)

Perceived behavioral control: Agency (Indirect measure)/Control belief**

Perceived likelihood of occurrence of each facilitating/constraining condition. Measure: unlikely-likely scale (scored -3 to +3 or 1 to 7)

Behavioral Intention**

Perceived likelihood of performing the behavior. Measure: bipolar unlikely-likely scale (scored -3 to +3)

TRA/TPB Strengths

The approach provides a framework for discerning and understanding the reasons/beliefs that motivate a behavior or interest for each particular population of interest.

Instrumental attitude: Indirect measure/Evaluation**

Value attached to a behavioral outcome/attribute. Measure: bipolar bad-good scale (scored -3 to +3)

Theory of Planned Behavior (TPB) includes:

an additional construct, PERCEIVED CONTROL over performance of the behavior. (an extension of TRA)

TRA and TPB rest on an underlying assumption that:

the best predictor of a behavior is intention, which is determined by attitudes toward and social normative perceptions regarding the behavior.

Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB) focus on:

theoretical constructs concerned with individual motivational factors as determinants of the likelihood of performing specific behaviors.