Theory of Reasoned Action

  • Behavior
  • Intention to perform the behavior
  • Attitude
    • Behavioral beliefs
    • Evaluation of behavioral outcomes
  • Subjective norm
    • Normative beliefs
    • Motivation to comply
  • External variables
    • Demographics
    • Attitude towards targets
    • Personality traits
    • Other individual difference variables

Intention to perform the behavior

Definition(s):

    • An indication of an individual's readiness to perform the behavior
    • The most important predictor a desired behavior will actually occur
    • A function of both attitudes towards a behavior and subjective norms toward that behavior

Example:

    • Prospective study concerning condom use among homosexual men, baseline question: "If I have insertive anal sex during the next two months, I intend to always use latex condoms"
    • Followed by a 5 point very likely / very unlikely response scale

Attitude

Definition(s):

    • A mental state involving beliefs, feelings, values, and dispositions to act in certain ways
    • A function of the individual's beliefs about the behavior (behavioral beliefs) and the individual's beliefs about the outcomes of performing the behavior (evaluation of behavioral outcomes)

Example:

    • Prospective study concerning condom use among homosexual men, baseline question: "Always using latex condoms during the insertive anal sex during the next two months would be"
    • Followed by three 5 point evaluative response scales anchored by very good / very bad, very awful / very nice, very pleasant / very unpleasant

Subjective Norm

Definition(s):

    • An individual's perception of social norms or his/her peers' beliefs about a behavior
    • A function of an individual's normative beliefs and motivation to comply with beliefs

Example:

    • Prospective study concerning condom use among homosexual men, baseline question: "Most people who are important to me think I should always use latex condoms during insertive anal sex during the next two months"
    • Followed by a 5 point very true / very untrue response scale

Behavioral Beliefs

Definitions(s):

    • Belief that behavioral performance is associated with certain attributes or performances
    • Beliefs about consequences of the behavior
    • Contributes to attitude along with evaluation of behavioral outcomes

Example:

    • Prospective study concerning condom use among homosexual men, baseline question: "Always using latex condoms during insertive anal sex during the next two months would reduce my fear of getting AIDS"
    • Followed by a 5 point very true / very untrue response scale

Evaluation of behavioral outcomes

Definition(s):

    • Value attached to a behavioral outcome or attribute
    • Positive or negative judgments about features of the behavior
    • Contributes to attitude along with behavioral beliefs

Examples:

    • Prospective study concerning condom use among homosexual men , baseline question: "Reducing my fear of getting AIDS would be"
    • Followed by a 5 point very good / very bad response scale

Normative beliefs

Definition(s):

    • Belief about whether referents approve or disapprove of the behavior
    • Contributes to subjective norms along with motivation to comply

Example:

    • Prospective study concerning condom use among homosexual men, baseline question: "My partner(s) think I should always use latex condoms during insertive anal sex during the next two months"
    • Followed by a 5 point very true / very untrue response scale

Motivation to comply

Definition(s):

    • Motivation to do what salient referents think an individual should do
    • Contributes to subjective norms along with normative beliefs

Example:

    • Prospective study concerning condom use among homosexual men, baseline question: "Concerning safer sex, in general, I want to do what my partner(s) think I should do"
    • Followed by a 5 point very true / very untrue response scale

External variables

    • Demographics
    • Attitudes towards targets
      • Some behavioral scientists use the terms "targets" when referencing TRA. Targets are considered to be the negative health outcomes of the behavior. Example: Behavior = smoking; Target = lung cancer, heart disease, etc.
      • Personality traits
      • Other individual difference variables