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Theory of Reasoned Action

Explore how behavior is influenced by intention, attitude, norms, and perceived control according to the Theory of Reasoned Action. Learn the predictors of behavior and how attitudes and norms shape intentions.

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Theory of Reasoned Action

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  1. Theory of Reasoned Action suggests that a person's behavior is determined by his/her intention to perform the behavior and that this intention is, in turn, a function of his/her attitude toward the behavior and his/her subjective norm Attitudes +Norms +Perceived Control =Behavior

  2. Predicting Behavior The best predictor of behavior is intention This intention is determined by three things: • Attitude toward behavior • subjective Norms • perceived Behavioral Control Intention is the cognitive representation of a person's readiness to perform a given behavior, and it is considered to be the immediate antecedent of behavior. Attitudes +Norms +Perceived Control =Intention

  3. Subjective Norms Positive Reinforcements of Norms • Positive Reinforcement of Social Norms • “This is the right time…” • “You/They must be very proud…” • “Who supporting..?” Students may express concerns because they don’t find value in continuing the conversation. Normative Beliefs + Cultural Expectations =Norms

  4. Perceived Behavior Control Influencers of Perception of Behavioral Control • Perception of ability to perform a given action • Skills &resources Students may express concerns because they lack knowledge of a particular subject as it pertains to admissions. Knowledge + Capability + Motivation to comply =Behavioral Control

  5. Attitudes toward specific behavior Positive Influencers of Attitudes • “Smile While you Dial” • Friendly • But not too “salesy” • Firm • But not too authoritarian • Confident Students may express concerns because they have not been addressed by a NAR correctly. Beliefs + Evaluations =Attitudes

  6. Functional Approach to Attitudes (Objections) Positive Influencers of Attitudes • Utilitarian function (also known as the adjustment or instrumental function): • “Education is rewarding” • “Education can benefit my future” • Knowledge function: • “Education is important” • “Education can help me achieve my goals” Reward v. Punishment Structure Beliefs + Evaluations =Attitudes

  7. Functional Approach to Objections Positive Reinforcers of Norms • Social Adjustment • “People respect education” • “Who’s supporting your decision?” • Ego-defensive function: • -”The economy is bad” • -”jobs are scarce” • -”education is safe” Acceptance/Identity Defense Normative Beliefs + Cultural Expectations =Norms

  8. Theory of Reasoned Action suggests that a person's behavior is determined by his/her intention to perform the behavior and that this intention is, in turn, a function of his/her attitude toward the behavior and his/her subjective norm Attitudes +Norms +Perceived Control =Behavior

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