An Analysis of Martin Fishbein's Theory of Reasoned Action

This theory was first created by Ajzen and Fishbein in 1980. This theory provides a framework to study the attitudes that support behaviours and suggests that the most important determinate of an individual’s behaviour is their behavioural intent. This is the individual’s intention to preform a certain behaviour, which is formed from a combination of their attitude towards the behaviour and the subject norm. (The subject norm is the individual’s perception of what others expect them to do).

It has substantial success in predicting a variety of behaviors (Conner & Sparks, 1996). It details the causes of an individual's decision to behave in a particular manner. Theory of Planned Behavioral is rooted in the fact that behavior reflects expected value. It aims to explain rationally motivated, intentional health and non-health behaviors. Extremely specific behavioral intentions measures that closely match the intended behaviors are used in the Theory of Planned Behavior. Behavioral intention measures can assess planning. The Theory of Planned Behavioral provides an account of the elements of behavior when both motivation and opportunity to process information are high (Conner & Armitage, 1998). Self-efficacy plays a vital role in this

The theory of reasoned action would appear to possess the necessary conceptual elements to explain and predict BPD. In addition, considering strong genetic ties between bipolar and other mental illness in the family’s history that predict BPD. BPD consists of core features that include emotional dysregulation, high levels of impulsivity, leading to self-harm and suicidality, and disturbed interpersonal functioning (Fonagy et al., 2011). Furthermore, a BPD client will engage others through intense attachments such as idealizing and devaluing, which negatively impacts others in their environment (Cozolino, 2014). Based on the theory of reasoned action, a person with BPD will either idealize or devalue their relationships because the attitude

Consumers have certain behavioral tendencies when faced in certain situations. In Why We Buy, the author Paco Underhill details certain behavioral characteristics people tend to have in different types of retail stores. Many consumers don’t think about what their actions mean when checking out or buying products. But to Mr. Underhill, the gender of the person, the people they’re with, the amount of times the person touches an object, the amount of time spent on checking a particular product, the time they came in, and the time they leave, all factor into a database to determine different behavioral trend consumers have. It is these trends that they find in order to correct a problem a store or retailer didn’t know they have to increase sales and create a better flow in the store environment.

When dealing with persuasion, the Reasoned Action Model is often used as a way to predict behavior. The attitude toward the behavior, the social perception of the norm, and the perceived behavioral control all influence one’s intentions, which in turn impacts their behavior. Due to the fact that the Reasoned Action Model largely relies on social perception to ultimately determine behavior, the use of social proofing can be tied in to further strengthen the persuasive message of the YMCA. In order to accomplish this we plan to bring in Aaron Rogers to visit schools throughout the Wisconsin area and address the students on the importance of living a healthy and active lifestyle.

These intentions are “indications of how hard people are willing to try, of how much of an effort they are planning to exert, in order to perform the behavior” (Ajzen, 1991, pp. 181). Another factor that plays into this dynamic is whether an individual has volitional control over a behavior, meaning if a person has a choice to perform or not to perform this behavior (Ajzen, 1991). In addition, resources such as time, money, skills, and cooperation of others affects the ability of a person to perform the behavior (Ajzen, 1991). Ajzen continues to describe the major factors of the model with the concept of perceived behavioral control, which together with intention, can be used to predict the achievement of a behavior (1991). An example given to explain how a constant intention or an effort leads to a successful behavior is two individuals who have the same strong intention of learning a new sport; even if both people share an equal desire to learn and both attempt, the individual who has more confidence will most likely succeed than the other individual who doubts his or her ability (Ajzen, 1991). All of these factors must be considered when predicting

Another supportive theory used in this study is the theory of planned behavior. It is a theory that attempts to establish a relationship between different factors such as beliefs, attitudes, norms, behavioral control, intentions, and behavior (Sondari, 2014). According to Ajzen (2005), the theory of planned behavior was originally based on the theory of reasoned action.

The Theory of Planned Behavior (TBP) is a theory proposed by Icek Ajzen in 1975, whereby evolved from the Theory of Reasoned Action, which was, published jointly with his mentor and colleague Martin Fishbein. Icek Ajzen is a prominent social psychologist that received his highest degree, a PhD in Psychology from the University of Illinois Urbana Champaign in 1969. Ajzen currently holds a position as a Professor of Psychology at the University of Massachusetts Amherst (Pious, 2012).

Theory of planned behavior is, “Exercise behavior is made up of intentions, subjective norms and attitudes, and perceptions

Dan Ariely is set out to disprove the common assumption in conventional economics that a consumer behaves rationally when he/she makes economic decisions, in his book, Predictably Irrational. With the help of thought-provoking, lucid and fun experiments, he discovers the irrational side of consumer behaviour. According to Ariely, we generally think that most of the decisions we make are well reasoned and smart but this is unfortunately not the case. We constantly overpay, procrastinate, underrate, overvalue, and fall for marketing tactics that we think we are too smart to be deceived by. But our irrational behavior is so consistent that it is predictable. The book deals with behavioral economics, a new field that applies insights of psychology

(i) It doesn’t consist of any psychological introspective info about the behavior of the consumer. Instead, it presents a behavioral analysis based on observed consumer’s behavior in the given market. This approach has assisted to divest the theory of demand of the “last vestiges” of the psychological-analysis. Hence, the revealed preference theory is more practical, objective & scientific than the previously made demand theories.

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

From Week 4 lecture, I have learnt about the Theory of Planned Behaviour. Initially, I thought that if a person intend to do something, they will put in their best effort to do it. However, I realized that I was wrong because ‘intention does not always accurately predict behaviour when there is a reflex or conditioned response involved.’(Long-Crowell, 2003) For example, ‘my friend with a phobia may intend to stay calm and collected when faced with their fear, but may end up having a panic attack instead.’(Long-Crowell, 2003) After this lecture, I have learnt that this theory explores the relationship between attitudes and behaviour. A person who have the intention to change is determined by attitude, subjective norms and perceived behavioural control. For example, a person who know about the negative effects are more willing to quit smoking.

The TPB (Ajzen, 1985; 1991) was developed following an extension of the socio psychological Theory of Reasoned Action or TRA (Ajzen and Fishbein, 1980; Fishbein and Ajzen, 1975) as a result of the original model’s limitations in dealing with behaviours over which people have incomplete volitional control. According to the theory, both attitude toward behaviour (Act) and subjective norms (SN) are immediate determinants of intention to perform behaviour. The TPB further proposes that intention to perform behaviour is the immediate cause of such behaviour. It represents motivational components, that is, the extent to which a person will exercise conscious effort in carrying out any intended behavioural actions.

Furthermore, purchase intention means consumer will repurchase after she or he evaluates a product to find out that the product worth purchase. While consumers select one particular product, the final decision on accepting a product to buy or rejecting it depends on consumers’ intention. Also, a large number of external factors have been recognised, which can affect purchase intention (Keller, 2001). According to the studies , author cited by Mirabi, Akbariyeh and Tahmesebifard, purchase intention usually is related to the behaviour, perceptions and attitudes of consumers. Ghosh (1990) states that purchase intention is an effective tool to predict buying process. Purchase intention may be changed under the influence of price or perceived quality and value. In addition, consumers are affected by internal or external motivations during the buying process (Gogoi, 2013). Leelayoutahyotin (2004) stated that the availability of useful and relevant information will positively influences the consumers of purchasing intentions and leads to an actual