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Theory of Reasoned Action

Theory of Reasoned Action. Bonnie Bailey, Kevin Hobbie , and Julie Reid. First some Mental Math. The Cost Benefit Ratio (Value-expectancy) Weight the Benefits of the outcome Versus the Costs Apply a value to each Cost/Benefit Make a decision (Form an Intent) Act on it

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Theory of Reasoned Action

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  1. Theory of Reasoned Action Bonnie Bailey, Kevin Hobbie, and Julie Reid

  2. First some Mental Math • The Cost Benefit Ratio (Value-expectancy) • Weight the Benefits of the outcome • Versus the Costs • Apply a value to each Cost/Benefit • Make a decision (Form an Intent) • Act on it • Example – changing diet to include more fruits and vegetables to help lose weight

  3. Theory of Reasoned Action (TRA) • Developed by Ajzen and Fishbein (1980) • Has two focuses • Belief system largely shapes behavioral intent • Social costs are a robust determinant of behavior change • Examples • College students abstaining from alcohol • Being vegetarian in a rural community

  4. TRA key construct - Behavioral Intent • Formation of this intent is proximal • Independent constructs • Attitude toward the health behavior • Weigh the benefits and costs of making this HB decision • Subjective norms • People are motivated by their perception of “normal” • Normative Beliefs • Come from a referent sources • Doctor, Spouse, Parent, Elder, etc.

  5. a *Adapted from NCI 2005 Theory at a Glance

  6. THE THEORY OF TRIADIC INFLUENCE GENETICS ENVIRONMENT IntraPersonal Environment Social Situation Attitudes Toward Behavior Self-Efficacy Social Normative Beliefs Intentions/Decision BEHAVIOR

  7. Example: Get more exercise by biking to school/work Attitudes toward the behavior Benefits: Good for me Saves gas ($) Saves Time (vs workout) Get to eat more Better Parking Costs: Long ride Weather Time cost Sweaty/Smelly Subjective Norms Safety Family emergency Saves the planet

  8. TRA & Behavioral Intention (BI)(Gibbons) • The TRA is a highly cited theory. • Part of the group of expectancy value theories (EVT) • The decision is the Behavior Intention (BI) Intention is defined in the TRA as a goal or plan for attainment of a behavioral state, requiring a conscious thought process that takes time, considerations, and focuses on outcomes.

  9. TRA & Behavior Expectations (BE) and Willingness (BW) • BEHAVIORAL EXPECTATION (BE) • A predictive value to estimate the likelihood that a behavior will be actually be performed. • BEHAVIORAL WILLINGNESS (BW) • Where risky behavior meets opportunity. BI vs BE vsBW? Depends on the target audience and type of behavior. May be used simultaneously.

  10. Constructsdef. - to create something such as a theory as a result of systematic thought • Constructing BI measures “I will use a form of exercise for transportation to school” 1. Aggregation 2. Compatibility 3. Commitment

  11. BI doesn’t explain 70-80% of variability. Why? • Stability • Time lag • Emotion

  12. Influential Factors • Perceived behavioral control • Complexity • Social desirability • Social Involvement

  13. Increasing reliability and validity of BI • When • Where • How. • Intentions are defined as plans or goals.

  14. “Blowing the Whistle Against Greek Hazing: The Theory of Reasoned Action as a Framework for Reporting Intentions” • The study involved conducting a survey of Greek sorority and fraternity members • The survey asked members a series of questions to identify • a) their personal attitude about reporting hazing • b) subjective norms related to reporting hazing Richardson, et al 2012

  15. Research Questions • Do the hypothesized relationships of the TRA model persist in predicting whistle-blowing intentions? • Do these relationships change based on the severity of the wrongdoing incident?

  16. Methods • Surveys included a vignette that described 1 of 3 hazing situations varying in severity • Surveys included a number of questions for measuring factors associated with the TRA • Structural equation modeling was used to assess the relationship between TRA variables and whistle-blowing intentions among the 3 vignettes

  17. Richardson et al’s test of TRA

  18. Results • Perceived severity of hazing has an effect on participant’s behavioral intentions to report hazing • The TRA model provided a generally good fit for explaining intention to report hazing across the scenarios.

  19. Take Home Message • Whistle-blowing intentions were found to be a function of attitude toward the behavior, subjective norm, and perceived severity of the hazing • The TRA is found in the lower (proximal) part of the Theory of Triadic Influence

  20. THE THEORY OF TRIADIC INFLUENCE GENETICS ENVIRONMENT IntraPersonal Environment Social Situation Attitudes Toward Behavior Self-Efficacy Social Normative Beliefs Intentions/Decision BEHAVIOR

  21. Comments? Questions? Discussion

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