Theory of Reasoned Action – BMS Notes
The theory of reasoned action (ToRA or TRA) aims to explain the relationship among human behavior’s attitudes and behaviours. Its primary use is in behaviour prediction, based on an individual’s pre-existing opinions and behavioural intentions. A person chooses to participate in a certain action depending on the results they hope to get by carrying out the behaviour. The idea was created in 1967 by Martin Fishbein and Icek Ajzen and was based on earlier studies in attitude theories, persuasion models, and social psychology. According to Fishbein’s beliefs, attitudes and actions are related (the A-B relationship). Critics said that attitude theories were not showing out to be very accurate predictors of conduct in people. In order to address any differences in the A-B connection with the theory of planned behaviour (TPB) and reasoned action approach, the two theorists subsequently developed and refined the TRA in the decades that followed (RAA). The idea is applied as an understanding theory in communication discourse as well.
The main goal of the TRA is to comprehend a person’s voluntary behaviour by looking at the fundamental reasons why they behave in a certain way. According to TRA, the primary indicator of whether or not someone will carry out an action is their desire to carry it out. Furthermore, whether or not the individual will carry out the activity depends on the normative component, or the social standards that surround it. The notion states that an action’s intention comes before it is carried out. This purpose, often referred to as behavioural intention, is the consequence of a conviction that carrying out the activity will produce a certain result. Because behavioural intentions “are driven by attitudes to actions and subjective standards,” they are significant to the idea. The rational action hypothesis implies that greater intentions cause one to exert more effort to carry out the activity, which raises the possibility that the behaviour will be carried out.
Important ideas and circumstances
Behavior
TRA is a positivistic method of behaviour research that aims to forecast and clarify a person’s intention to engage in a certain activity. According to the theory, conduct must be precisely described in terms of the following four ideas: Action (like going to obtain something), Target (like getting a mammogram), Context (like being at a breast screening facility), and Time (e.g. in the 12 months). According to TRA, people’s attitudes and social norms are the two fundamental factors that influence behavioural intention, which is the primary driver of conduct. Researchers can determine whether a person will carry out the anticipated activity by looking at attitudes and subjective norms.
Attitudes
As to TRA, attitudes—which relate to people’s feelings on a certain behavior—are among the primary drivers of behavioural intention. Two elements impact these attitudes: the degree to which one believes in the behavioural consequences of the conduct (i.e., the likelihood of the result) and the assessment of the possible outcomes (i.e. whether or not the outcome is positive). Positive, negative, or neutral attitudes might be held toward a certain act. According to the idea, attitudes and results are directly correlated, meaning that people are more likely to have a good attitude toward an activity if they feel it will result in a desired or favourable outcome. On the other hand, one is more likely to have a negative attitude toward an action if they think it will result in an unwanted or bad consequence.
Behavioural conviction
Understanding people’s reasons for their actions in light of the consequences of their actions is made possible by behavioural beliefs. According to this theory, individuals often link certain behaviours to particular results or characteristics. For instance, someone may think that if they study for a month before taking the driver’s licence exam, they would pass even if they failed it the previous time around and didn’t prepare at all. In this case, the behavioural assumption is that a month of study is equivalent to success, whereas not studying at all is equivalent to failure.
Evaluation
The assessment of the result pertains to the manner in which individuals see and assess the possible results of an action carried out. These assessments are thought of in a “good-bad” binary approach. For instance, if a person believes that giving up smoking would lead to better breathing and clean lungs, they may see the result as good. On the other hand, if a person believes that stopping smoking would result in weight increase, they could see quitting as a bad consequence.
Personal standards
Subjective norms, which relate to how views of relevant groups or persons, such as family, friends, and peers, may impact one’s execution of the activity, are another important factor influencing behavioural intention. Subjective norms are “felt social pressure to do or not execute the activity,” according to Ajzen. People develop normative views about what acts are acceptable and what are not, according to TRA. These ideas influence how one perceives the activity and whether they intend to engage in it or not. One is more inclined to partake in the activity, for instance, if they think that using drugs recreationally is acceptable in their social group. Alternatively, a person will be less inclined to take drugs recreationally if they believe that their friend groups view the activity negatively. Subjective norms, however, also include people’s incentive to conform to the opinions and perceptions of others in their social circle, which varies based on the circumstances and the motives of the person.
Normative viewpoints
Whether or not referent relevant groups approve of the behaviour is influenced by normative attitudes. The execution of the activity and normative ideas are directly correlated. In general, an individual’s likelihood of doing an act increases with the likelihood that the referent groups will approve of it. On the other hand, a person is less likely to carry out an act if the referent groups are less likely to approve of it.
Inspiration to Adhere
The issue of whether or not people will abide by the social standards of the referent groups around the conduct is addressed by motivation to comply. When it comes to following social pressures, an individual’s motives will determine whether they give in to the urge to execute an act if it is judged acceptable or whether they fight the pressure to do so if it is judged unsuitable.
The motive behind a conduct is determined by the attitudes and subjective standards around that behaviour (also known as the normative component). Subjective norms are the social standards connected to the conduct, while attitudes are how strongly one feels about the act. The A-B connection should be greater the stronger the attitude and the more favourable the subjective norm. It is improbable, however, that attitudes and subjective standards would have the same predictive power on behaviour. Each of these criteria has a weight since their effects on behavioural intention might vary depending on the person and the circumstances. A few studies have shown that the attitude component of the behaviour intention function is given more weight when there is direct past experience with a particular activity