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Theory of Reasoned Action

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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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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