Running head: THE THEORY OF REASONED ACTION IN ACTION

The Theory of Reasoned Action in Action Nikki Cook Central Washington University

THE THEORY OF REASONED ACTION IN ACTION Abstract This paper explores the Theory of Reasoned Action (TRA) first developed by Martin Fishbein and Icek Ajzen in 1975. This ground-breaking study not only provided clarity in attitude and behavioral research, but it also was the first to argue for a relationship between internal motivation and behavior. By applying the culturally-relevant example of a family hosting an

intervention to persuade their family member to obtain sobriety from drugs and alcohol, the TRA is put into action to demonstrate the variables associated with behavioral intention and, therefore, the likelihood of actual behavior. Keywords: Theory of Reasoned Action, communication, expectancy-value models

THE THEORY OF REASONED ACTION IN ACTION The Theory of Reasoned Action in Action

The Theory of Reasoned Action (TRA) is a communication expectancy-value model that broke new ground to allow further research on attitude and behavior. The TRA model can, and has been, applied to various aspects of cultural communication to bridge the gap between internal motivation and behavior. Here, the TRA will be put into action using a current cultural trend of hosting an intervention to persuade someone to achieve sobriety from drugs and alcohol. The intervention example provides all the necessary variables to present how the TRA can be used as a persuasive tool to increase the likelihood of change in behavioral intention, and consequently, actual behavior. Theory TRA was originally developed by Martin Fishbein and Icek Ajzen as a response to a lack of clarity and consistency in studies of attitude and behavior. In their 1975 text, Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Fishbein and Ajzen aim to expose the reader as much as possible to the wide range of theoretical viewpoints and empirical investigations conducted in this area [research on attitude], while at the same time providing a coherent framework that permits a systematic theoretical analysis (pg. 13). In other words, the TRA was the first to argue for a relationship between internal motivation and behavior, and lay the groundwork to research attitude-behavior relationships. Behavioral intentions are the primary concern of the TRA, and as Fishbein and Ajzen depicted in a simple flow chart (as depicted below), they are a product of ones attitude toward the behavior and the subjective norm of the behavior.

THE THEORY OF REASONED ACTION IN ACTION

In order to understand the TRA, one must first cognize each role and definition of these interacting variables which influence behavioral intention, and ultimately, the actual behavior. Fishbein and Ajzen begin with the concept of attitude, initially focusing on its problematically vague usage in theoretical research settings, and then moving on to provide three basic features of attitude: the notion that attitude is learned, that it predisposes action, and that such actions are consistently favorable or unfavorable toward the object (pg. 6, 1975). Furthermore attitude must be distinguished from beliefs. Attitude refers to a persons favorable or unfavorable evaluation of an object, beliefs represent the information he has about the object (Fishbein and Ajzen, pg. 12, 1975). As a result of this definition, beliefs can therefore be used as a unit of measurement along a dimension of subjective probability because the strength of belief can differ from person to person. In other words, they may differ in terms of the perceived likelihood that the object has (or is associated with) the attribute in question (Fishbein and Ajzen, pg. 12, 1975). Creating an evaluation method such as this allows researchers to then predict behavioral intentions and the probability of the behavior itself through the use of Fishbein and Ajzens flow chart.

THE THEORY OF REASONED ACTION IN ACTION By understanding the roles of attitudes and beliefs, it becomes clear that ones attitudes are limited by separating behavioral intention from the behavior itself. As with a belief, the strength of an intention is indicated by the persons subjective probability that he will perform the behavior in question (Fishbein and Ajzen, pg. 12, 1975). This being said, the second influence on behavioral intention is societal norms. Larson defines normative influence as a persons belief that important individuals or groups think it is advisable to perform or not perform certain behaviors (pg. 105, 2013). This component of behavioral intention is vital

because as social beings, we do not exist in a vacuum free from social influence. In other words, subjective social norms actively identify the influence of culture on behavior. Lastly, attitude and social norms must be compounded by their level of importance to an individual to produce a quantifiable behavioral prediction. Attitude of behavior is impacted by two additional factors; the probability of behavior resulting in ones desired outcome and the level of importance of that behavior. The individual evaluation of subjective social norms are therefore determined by an individuals feelings of importance of complying with these norms. In other words, an individual may fully grasp the social norms associated with a behavior (what others think they should do), but if they do not value following social norms to begin with then this factor can or cannot impact the persons behavioral intention to comply with this norm. Importance of behavior and complying provide the individual variance in the theoretical equation created by Fishbein and Ajzen. Example The TRA can be applied to nearly any behavior and can provides multiple ways in which to persuade someone. Persuaders can evaluate the factors leading to behavioral intention to identify the variable they need to alter, whether that is the persuadees attitude toward the

THE THEORY OF REASONED ACTION IN ACTION behavior, how important they believe the behavior is, the subjective norms surrounding the behavior, or the degree to which they see the importance of complying with norms. One example of persuasion which utilizes the TRA is the cultural concept of hosting an intervention. Interventions are not required to be about a certain topic, but are commonly

associated with helping a loved-one come to terms with a drug and/or alcohol addiction. In order to appropriately apply the concept of an intervention to the TRA, each variable of Fishbein and Ajzens equation must be identified. Below is a visual representation of the intervention example applied to Fishbein and Ajzens flowchart model. In this specific example, the persuadee (the person receiving the intervention) will be referred to as Lindsay, the persuaders (the people organizing/participating in the intervention) will be referred to as Lindsays family. The desired behavior change by the family is sobriety/rehabilitation and the behavioral intention of Lindsay would be defined as Lindsays intention of working towards sobriety.

The purpose of an intervention is to ultimately persuade someone to drastically change their behavior. There are a host of resources available for people who would like to host an intervention, many of which unknowingly inherently utilize the TRA.

THE THEORY OF REASONED ACTION IN ACTION First, Lindsays family must evaluate Lindsays attitude toward the desired behavior of

rehabilitation or recovery. If Lindsay is perceived to have a negative attitude about rehabilitation such as, Ive heard rehab is like prison, then her family must find a way to weaken her negative attitude, and foster a positive attitude about rehabilitation by explaining how positive of an experience it can be. Second, the family must increase the importance of the behavior, which could include a list of all the negative impacts alcohol has had on the Lindsays life thus far. Next, the persuaders must address the social norms which contribute to ones behavioral intention. This could arguably be the most impacted aspect of an intervention. In the intervention example this is often exercised by the group sharing personal stories and opinions about why they, and the collective group think it is imperative to the persuadees life to check into a rehabilitation center. On a larger scale, society values success and power and being an alcoholic is not viewed by society as conducive to accomplishing either success or power. To apply this to the example, if Lindsays family chooses to address this variable of the TRA model, they could emphasize the importance (degree of value held by the family) of sobriety, selfsufficiency, and healthy relationships. They could also provide Lindsay with statistics, literature, or other forms of media to reinforce societal expectations associated with sobriety and stigmas accompanying alcohol and drug abuse. While targeting social and familial norms can be effective, it of course relies on the degree of importance to which the persuadee holds norms. If Lindsay holds an attitude and belief that rebellion against society is more desirable, using subjective norms to persuade her will not be very successful. If this is the case, and she truly values rebellion, then this is the belief that should be targeted. For example, if Lindsay already understands that it is socially inappropriate to be intoxicated in public but does not care, the family needs to try to influence this belief to

THE THEORY OF REASONED ACTION IN ACTION help her understand the potential institutional consequences such as law enforcement, obtaining and holding a job, or the dangers of being intoxicated around children. If this value can be

shifted, then the likelihood of Lindsay actually getting sober. It is important to note however, that even though the family can be successful in persuading Lindsay to intend to get sober, there is still a chance that the actual behavior of attaining sobriety will be reached. Each variable within the TRA equation holds a different value to reach the sum of behavioral compliance based on the beliefs of the individual, but in the end there can still be dissimilarity between intention and behavior. Once again, behavioral intention is the primary focus of TRA, which means at the end of the intervention, if the persuadee still intends on using drugs and alcohol, the likelihood of actual behavior change is very low. In the end, the success of the intervention would depend on the success of the persuaders in strengthening the beliefs and attitudes of the persuadee to a degree that it changes their behavioral intention and then follows through with behavioral action. Conclusion The TRA provided attitude and behavioral researchers with a starting point to begin looking at the weight and significance of internal intention and values. Starting by defining key concepts such as attitude, behavior, and a host of other variables that influence intention, Fishbein and Ajzen created a quantifiable model to predict actual behavior. The TRA applies directly to the example of the cultural phenomenon of an intervention because the example inherently highlights the relationship between persuasion, culture, and the powerful influence an individuals internal intentions have on actual behavior.

THE THEORY OF REASONED ACTION IN ACTION References Benoit, Ph.D., W. L. (n.d.). Theory of Reasoned Action. Theory of Reasoned Action. Retrieved January 25, 2014, from http://www.cios.org/encyclopedia/persuasion/Gtheory_1reasoned.htm. Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, Mass.: Addison-Wesley Pub. Co. Fishbein, M., & Ajzen, I. (2010). Predicting and Changing Behavior: The Reasoned Action Approach. New York: Psychology Press. PH.D., K. H. (n.d.). Professional Interventions that Facilitate 12-Step Self-Help Group Involvement. NIAAA Resources on Alcohol Consumption and Alcohol-Related Problems. Retrieved January 26, 2014, from http://pubs.niaaa.nih.gov/publications/arh23-2/093-98.pdf Larson, C. U. (2013). Persuasion: Reception and Responsibility (13th ed.). Boston, MA: Wadsworth Cengage Learning.