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THEORY OF REASONED ACTION (TRA)

Aravind Sesagiri Raamkumar


AGENDA
 Example

 Introduction

 Development of Theory

 Usage in IS

 Discussion
LETS START WITH A REAL WORLD EXAMPLE
COMPONENTS
Attitude towards
behavior

Intentions for
Behavior
behavior

Subjective
Norms

Dependent Variables Independent Variables


 Behavior  Attitude towards the behavior
 Intentions for behaviors  Subjective Norms or Normative Beliefs
 Intentions for behaviors
BACKGROUND
 Domain: Social Psychology

 Base Theory: Dulany’s Theory of Propositional


Control(1968)

 Objective: To establish relationship between


attitude and overt behavior

 Main Contributors: Icek Ajzen and Martin


Fishbein

 Period of Work: 1965-1980s


MAIN PAPERS
 Ajzen, I., & Fishbein, M. (1973). Attitudinal
and normative variables as predictors of
specific behavior. Journal of Personality and
Social Psychology, 27(1), 41-57.

 Fishbein, M., & Ajzen, I. (1975). Belief,


attitude, intention, and behavior : An
introduction to theory and research. Reading,
Mass. ; Don Mills, Ontario: Addison-Wesley
Pub. Co
THE THEORY

B ≈ BI = (w1)AB + (w2)SN
B -> Behavior | BI -> Behavioral Intention | AB -> Attitude towards behavior
SN -> Subjective Norms | W1 -> Weight for AB | W2 -> Weight for SN
STEP BY STEP VERIFICATION WITH EMPIRICAL DATA

Step 1: Behavior (B) and Behavioral Intentions (BI)

• Experiment: Prisoner’s Dilemma based games with two persons

• Motivational Orientations: Competitive, Cooperative or Individualistic

• Correlation of 0.822 (p < 0.001) between B and BI over 20 trails

• Confirmatory findings from other researchers- Hornik (1970) & Darroch

(1971)

Constraints
1. The measurement of intentions needs to be taken in close proximity to the
behavior
2. Mediating variables can cause changes in behaviors independent of measured
intentions
STEP BY STEP VERIFICATION WITH EMPIRICAL DATA
Step 2 and Step 3: Attitude & Normative Beliefs with Behavioral Intentions

• Same set of experiments

• AB was measures by rating the behavior in question using semantic

differential scales

• SN or NB was measured by a direct question concerning expectations of

others

• Average correlation was found to be 0.808 -> High predictive value

• Attitudinal component (AB)has more influence than normative beliefs(NB)


Constraints
Prediction of B varies based on 1) Type of Behavior 2) Situation 3) Individual
Difference between the actors
STATISTICAL ANALYSIS
OTHER FACTORS
 Beliefs play an important role in Attitude
formation
 Existence of a circular loop between behavior to
belief

 External variables don’t’ directly cause changes


in intentions rather it is through AB and SN

 General attitude towards an object is a


summation of the attitudes related to different
behaviors related to the particular object
ISSUES WITH THE THEORY

 Only works when the individual has volitional


control
 Difficulty in differentiating attitudes and social
norms
 Doesn’t take factors such as skills,
unconscious habits and restricted
environment into account
SUCCESSORS TO THE THEORY
 Theory of Planned Behavior(TPB)

 Technology Acceptance Model(TAM)

 Unified Theory of Acceptance and Use of Technolog


USAGE OF TRA IN IS
 Mainly used in studies related to user intentions

 Examples:
 Consumer online grocery buying intention (2004)
 Study of students’ interest in IS career (2011)
 Study of Social Networking Behavior (2012)

 Methodology of usage
 Check if the TRA model fits the problem space
 Factor analysis
 Take the measurements and use them for prediction
 Structural Equation Modeling
DISCUSSION

Where can we use this model?


 TRA model finds application if the problem space
involves understanding and changing the
behavior of users
 Most studies try to compare TRA, TPB and TAM
and see which model performs fits and performs
better
 Conversion of conceptual variables into
measurable variables can be tricky
Q&A…
Consumer online grocery buying intention (2004)

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Consumer online grocery buying intention (2004)

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Study of Social Networking Behavior (2012)

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