The Theory of Reasoned Action: Understanding Human Behavior
The Theory of Reasoned Action (TRA) is a psychological model developed by Martin Fishbein and Icek Ajzen in 1980. It seeks to understand and predict human behavior by considering the individual’s attitudes, beliefs, and subjective norms. At its core, the TRA proposes that individuals are rational decision-makers who consider the implications of their actions before making choices.
Key Definition:
The Theory of Reasoned Action is a social psychology theory that explains the relationship between attitudes and behaviors. According to this theory, an individual’s behavior is determined by their intention to perform the behavior, which is influenced by their attitude toward the behavior and subjective norms. In simpler terms, it suggests that an individual’s decision to engage in a particular behavior is based on their attitude toward that behavior and the perceived social pressure to perform or not perform that behavior.
Key Elements of the Theory
- Attitude: According to the TRA, an individual’s behavior is influenced by their attitude toward that behavior. This attitude is shaped by the individual’s beliefs about the outcomes of the behavior and the subjective value they place on these outcomes. For example, if someone believes that regular exercise leads to good health and places a high value on being healthy, they are more likely to engage in regular physical activity.
- Subjective Norms: In addition to attitude, the TRA emphasizes the role of subjective norms in determining behavior. Subjective norms refer to the perceived social pressure to perform or not perform a particular behavior. This accounts for the influence of social factors, such as the expectations of family, friends, or society at large. For instance, if an individual perceives that their peers highly value recycling, they are more likely to engage in recycling behavior to meet the perceived social expectations.
- Behavioral Intention: The TRA posits that an individual’s behavioral intention is the key determinant of their actual behavior. This intention is influenced by their attitude toward the behavior and their subjective norms. The stronger the intention to perform a behavior, the more likely the individual is to actually engage in that behavior.
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Brief Overview of the Theory of Reasonable Action
According to this theory, the motivating element for behavior is behavioral intention. Behavioral intention is formed from an individual’s attitude toward the behavior (one’s evaluation of the behavior) and the subjective norm (one’s evaluation of what others think one should do). Either of these two factors may dominate in any particular situation (Trafimow, 2009).
The weight distribution of attitude and subjective norm is determined by both the situational context and personal characteristics. Accordingly, some people are more prone to give more weight to one factor or the other. Moreover, some situations may influence the weight distribution, for instance while marching with an angry crowd, one is less likely to express autonomy over subjective norm.
Attitude
Ajzen defines attitude as “An attitude is “a disposition to respond favorably or unfavorably to an object, person, institution, or event” (Ajzen, 1988). Perhaps, this is similar to Antonio Damasio’s somatic marker hypothesis. Antonio suggest that experience leaves somatic markers that arise in reaction to specific situations and stimuli, creating an emotional bodily responses that influences decision making (Damasio, 2005).
David Trafimow explains that attitude is formed by behavioral beliefs about the likelihood of various consequences and an evaluation of the weight of those consequences (good and bad) if they were to occur (Trafimow, 2009). Attitude reflects an individual’s perceptions of, and information about, the attitude object (Ajzen, 1988).
The object elicits an automatic affective response. This response is an expression of attitude towards the object.
See Somatic Marker for more on this topic
Subjective Norm
Trafimow describes subjective norm as the influence of others on a decision. He states that an individual’s beliefs about what important others think they should do influences the ultimate decision (Trafimow, 2009). In general, “people intend to perform a behavior when they evaluate it positively and when they believe that important others think they should perform it” (Ajzen, 1988).
Inhibitive Responses
We often view behavior responses as something we perform or do. However, many of these responses are to refrain from performing a particular behaviors. Both attitude and subjective norm influences inhibiting a behavior. For instance, “people who believe that most referents with whom they are motivated to comply would disapprove of their performing the behavior will have a subjective norm that puts pressure on them to avoid performing the behavior” (Ajzen, 1988).
History of Theory of Reasoned Action
The Theory of Reasoned Action was first presented by psychologists Martin Fishbein and Icek Ajzen in 1975 (Fishbein & Ajzen, 1975). Fishbein and Ajzen developed this theory as an improvement to the information integration theory and has since become a foundational model in understanding human behavior, particularly in predicting and explaining health behaviors.
Theory of Reasoned Action and Theory of Planned Behavior
The Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) are both psychological models that aim to explain human behavior. The main difference between them is the addition of perceived behavioral control in TPB.
TRA, developed by Fishbein and Ajzen in 1975, predicts behavioral intentions based on two factors:
- Attitudes towards the behavior.
- Subjective norms, which are the perceived expectations of others.
TPB extends TRA by adding a third factor:
- Perceived behavioral control, which refers to the individual’s perception of their ability to perform the behavior.
This addition in TPB acknowledges that even if someone has a positive attitude and perceives supportive social norms, if they don’t believe they can control the behavior (due to skills, resources, or other constraints), they may not form a strong intention to perform it. Researchers consider TPB more comprehensive as it accounts for situations where people may be willing to act but feel unable to do so.
See Theory of Planned Behavior for more on this theory
Applications and Criticisms
The TRA has been employed in various fields, including health psychology, consumer behavior, and organizational psychology, to understand and predict human behavior. It has provided valuable insights into the factors influencing behaviors such as smoking, exercise, and adoption of new technologies.
However, the theory has also faced criticism for its emphasis on rational decision-making and its potential oversimplification of human behavior. Critics argue that it may not fully account for emotional and impulsive factors that can significantly impact behavior. Moreover, many critics suggest that the theory of reasoned action is not falsifiable and therefore not a good theory (Trafimow, 2009).
Example of Theory of Reasoned Behavior
The Decision to Start a Fitness Regimen
Meet Emily, a software developer who spends most of her day sitting in front of a computer. Lately, she’s been feeling sluggish and notices her energy levels are not what they used to be. She believes that starting a regular fitness regimen could improve her health and vitality.
Beliefs: Emily believes that exercising will lead to better health, more energy, and improved mood. She also thinks that if she doesn’t start exercising, her health may deteriorate over time.
Attitudes: Emily has a positive attitude towards exercise. She feels that the benefits of being fit outweigh the discomfort of starting a new routine. She values health and well-being and sees exercise as a favorable action.
Subjective Norms: Many of Emily’s friends are fitness enthusiasts who often share their workout experiences. Her family also encourages healthy living. She perceives a social expectation to lead a healthier lifestyle, which adds to her motivation.
Intention: Combining her beliefs and attitudes with the perceived social pressure, Emily forms a strong intention to start exercising. She plans to join a local gym and attend at least three workout sessions per week.
Behavior: With her intention set, Emily follows through by signing up for a gym membership. She starts attending fitness classes regularly, turning her intention into action.
In this scenario, Emily’s decision-making process aligns with the Theory of Reasoned Action. Her beliefs and attitudes towards exercise, combined with the influence of subjective norms, lead to a clear intention and subsequent behavior change. This theory helps us understand how various factors can predict and influence an individual’s actions in a given context.
Associated Concepts
The Theory of Reasoned Action is associated with several key psychology concepts that help understand and predict human behavior, particularly in the context of decision-making. Here are the main concepts:
- Beliefs: These are the individual’s perceptions about the consequences of a particular behavior, which influence their attitude towards that behavior.
- Attitudes: This refers to the individual’s positive or negative evaluation of performing the behavior.
- Subjective Norms: These are the perceived social pressures to perform or not perform the behavior, including the expectations of significant others.
- Intention: The individual’s readiness to perform the behavior, which this theory refers to as the immediate antecedent of behavior. Attitudes and subjective norms influence intentions.
- Behavior: The actual action the individual performs.
The Theory of Reasoned Action suggests that understanding an individual’s beliefs, attitudes, and subjective norms can help predict their behavioral intentions and subsequent actions. It’s often used in health psychology to predict behaviors like exercising, smoking cessation, and following medical advice.
A Few Words by Psychology Fanatic
In conclusion, the Theory of Reasoned Action offers a valuable framework for understanding human behavior by considering the interplay of attitudes and subjective norms. By recognizing the significance of these factors, psychologists and researchers can gain deeper insights into the drivers of human actions and develop more effective interventions to promote positive behavior change.
Understanding the TRA can not only shed light on individual behavior but also inform the development of strategies aimed at fostering healthier, more sustainable, and socially responsible choices.
Last Update: April 11, 2024
References:
Ajzen, Icek; Fishbein, Mark (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261-277. DOI: 10.1037/h0076477
Ajzen, Icek (1988). ‎Attitudes, Personality, and Behavior. Open University Press.
Damasio, Antonio (2005). Descartes’ Error: Emotion, Reason, and the Human Brain. Penguin Books; Reprint edition.
Fishbein, Martin; Ajzen, Icek (2009). Predicting and Changing Behavior: The Reasoned Action Approach. ‎Psychology Press; 1st edition.
Trafimow, David (2009). The Theory of reasoned Action: A Case Study of Falsification in Psychology. Theory & Psychology VOL. 19 (4): 501-518. DOI: 10.177/0959354309336319
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