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    Theory of Reasoned Action

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    Ercel Arellano
    This document summarizes the Theory of Reasoned Action developed by Fishbein and Ajzen in 1975. It describes the background of the authors and purpose of the TRA, which is to explain the causes of behavior. The core components of the TRA include behavioral beliefs, attitude, subjective norms, behavioral intention, and behavior. Strengths are that it considers both attitudes and social norms in decision making, while limitations include not accounting for all factors like environment or economics. The TRA can help understand health behaviors like smoking cessation through influencing attitudes and subjective norms.

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    Theory of Reasoned Action

    Uploaded by

    Ercel Arellano
    551 views22 pages
    This document summarizes the Theory of Reasoned Action developed by Fishbein and Ajzen in 1975. It describes the background of the authors and purpose of the TRA, which is to explain the causes of behavior. The core components of the TRA include behavioral beliefs, attitude, subjective norms, behavioral intention, and behavior. Strengths are that it considers both attitudes and social norms in decision making, while limitations include not accounting for all factors like environment or economics. The TRA can help understand health behaviors like smoking cessation through influencing attitudes and subjective norms.

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    This document summarizes the Theory of Reasoned Action developed by Fishbein and Ajzen in 1975. It describes the background of the authors and purpose of the TRA, which is to explain the causes of behavior. The core components of the TRA include behavioral beliefs, attitude, subjective norms, behavioral intention, and behavior. Strengths are that it considers both attitudes and social norms in decision making, while limitations include not accounting for all factors like environment or economics. The TRA can help understand health behaviors like smoking cessation through influencing attitudes and subjective norms.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    551 views22 pages

    Theory of Reasoned Action

    Uploaded by

    Ercel Arellano
    This document summarizes the Theory of Reasoned Action developed by Fishbein and Ajzen in 1975. It describes the background of the authors and purpose of the TRA, which is to explain the causes of behavior. The core components of the TRA include behavioral beliefs, attitude, subjective norms, behavioral intention, and behavior. Strengths are that it considers both attitudes and social norms in decision making, while limitations include not accounting for all factors like environment or economics. The TRA can help understand health behaviors like smoking cessation through influencing attitudes and subjective norms.

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    You are on page 1of 22

    3/31/2019 1

    Ercel Q. Arellano

    Master of Arts in Nursing

    3/31/2019 2
    Theory of Reasoned Action
    Fishbein and Ajzen, 1975

    3/31/2019 3
    Theory of Reasoned Action

    Objectives:

    Background
    Components
    Strengths and Limitations
    Application to Nursing Practice

    3/31/2019 4
    Background

    Author:
    Martin Fishbein (1936-2009)

    • professor and a former director


    of Annenberg School of Health
    Communication

    • his work cited in AIDS


    behavioral theory, public health,
    advertising, and psychology

    3/31/2019 5
    Background

    Secondary Author:
    Isek Ajzen (born 1942)
    • former student of Fishbein

    • Psychology professor in
    Univ. of Massachusetts

    • consultant on designing
    behavior interventions

    3/31/2019 6
    Purpose of TRA

    Explain the cause of actual specific


    behavior including both inside and outside
    factors

    Identify how and where to target


    strategies for changing behavior

    3/31/2019 7
    Components

    3/31/2019 8
    Components

    3/31/2019 9
    Components

    3/31/2019 10
    Components

    3/31/2019 11
    Components

    3/31/2019 12
    Components

    3/31/2019 13
    Components

    Attitude- a person’s positive or negative


    feeling about performing a specific
    behavior
    Subjective Norm- beliefs about what
    others will think about the behavior
    Behavioral Intention- perceived
    likelihood of performing the behavior
    Behavior- the actual action
    3/31/2019 14
    Strengths and Limitations

    Benefits:
     include both attitudes & social norms
    when evaluating a decision
     with widespread knowledge
    dissemination can have the ‘snowball’
    effect
     emphasizes the individual as the
    decision maker
    3/31/2019 15
    Strengths and Limitations
    Limitations:
     not all situations allow the individual to
    be the sole decision maker
     when using personal attitudes and
    social norms we have to find balance
     assumes people are ready for change
     does not take other factors into
    account; environmental, economic status,
    etc
    3/31/2019 16
    Application to Nursing
    Practice (Health Promotion)
    Behavioral belief
    “Smoking can relieve
    stress” Attitude
    (Negative)
    Evaluation of outcome
    “Smoking is good” Behavioral Behavior
    Intention “I smoke”
    “I will
    Normative Beliefs smoke
    “My family thinks I cigarettes”
    should stop smoking” Subjective Norms
    (Smoking
    Motivation to comply Cessation is
    “It’s important for me desirable)
    to stop for my family
    to be happy” 17
    Application to Nursing
    Practice (Health Promotion)
    Behavioral belief
    “Smoking can relieve
    stress” Attitude
    (Negative)
    Evaluation of outcome
    “Smoking is good” Behavioral Behavior
    Intention “I smoke”
    “I will
    Normative Beliefs smoke
    “My family thinks I cigarettes”
    should stop smoking” Subjective Norms
    (Smoking
    Motivation to comply Cessation is
    “It’s important for me desirable)
    to stop for my family
    to be happy” 18
    Application to Nursing
    Practice (Health Promotion)
    Behavioral belief
    “Smoking can relieve
    stress” Attitude
    (Negative)
    Evaluation of outcome
    “Smoking is good” Behavioral Behavior
    Intention “I smoke”
    “I will
    Normative Beliefs smoke
    “My family thinks I cigarettes”
    should stop smoking” Subjective Norms
    (Smoking
    Motivation to comply Cessation is
    “It’s important for me desirable)
    to stop for my family
    to be happy” 19
    Application to Nursing
    Practice (Health Promotion)
    Behavioral belief
    “Smoking can cause
    LUNG CANCER” Attitude
    (POSITIVE)
    Evaluation of outcome
    “Smoking is BAD for Behavioral Behavior
    the health” Intention “I quit
    “I will stop smoking”
    Normative Beliefs smoking”
    “My family thinks I
    should stop smoking” Subjective Norms
    (Smoking
    Motivation to comply Cessation is
    “It’s important for me desirable)
    to stop for my family
    to be happy” 20
    Theory of Reasoned Action
    Fishbein and Ajzen, 1975

    3/31/2019 21
    References

    Fishbein et Ajzen. (1975) Belief, Attitude, Intention and


    Behavior. Retrieved October 2, 2018, from edutech
    wiki:http://edutechwiki.unige.ch/en/Theory_of_reas
    oned_action
    Donald E. Morisky. (2002). Encyclopedia of Public Health.
    Retrieved October 2, 2018, from Encyclopedia:
    http://www.encyclopedia.com/doc/1G2-
    3404000842.html
    Karen Glanz. (2009). Theory of Reasoned Action. Retrieved
    October 2, 2018, from Health Behavior and Health
    Education: http://www.med.upenn.edu/hbhc4/part2
    3/31/2019 22

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