• Theory of Reasoned

Action/ Theory of
Planned Behavior

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Theory of Reasoned Action

Behavioral
Beliefs

Evaluations of
Behavioral Attitude Toward
Outcomes Behavior

Behavioral Behavior
Intention
Normative Subjective Norm
Beliefs

Motivation
to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Attitude Toward Behavior

Belief about the Evaluation of

outcomes of the the outcome
behavior

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 Where did this get started?

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UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
 “Whereas many persons live
in great fear and
apprehension of some of the
more formidable and
notorious diseases, I shall set
down how many died of each:
that the respective numbers,
being compared with the
total... those persons may the
better understand the hazard
they are in.”

John Graunt, 1620-1674

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Daniel Bernoulli (1700-
1782):
“Ever since
mathematicians first
began to study the
measurement of risk,
there has been
general agreement
on the following
proposition:

Expected values are

computed by
multiplying each
possible gain by the
number of ways in
which it can occur,
and then dividing the
UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
sum of these
 “the utility ... is
dependent on the
particular
circumstances of the
person making the
estimate... There is
no reason to assume
that... the risks
anticipated by each
[individual] must be
deemed equal in
value.”

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Health Belief Model

Demographics, Perceived
SES, Personality benefits minus
barriers

Perceived Perceived threat Likelihood of

susceptibility and of disease behavior change
severity of
disease
Cues to action

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Health Belief Model

Demographics, Perceived
SES, Personality benefits minus
barriers

Perceived Perceived threat Likelihood of

susceptibility and of disease behavior change
severity of
disease
Cues to action

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Subjective Norm

Normative Motivation to
Beliefs Comply

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 Attitude Toward Behavior

Beliefs about the

outcomes of Evaluation of the
the behavior outcome

Behavioral
intention
Normative beliefs Motivation
“I want to do what
e.g.. “My family wants my family wants
me to go on a diet” me to do”

Subjective Norm Behavior

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Peer versus adult lead programs:
 Subjective norms: Peer leaders
 Attitudes: Adult leaders

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Eliciting closed-ended questions:
 Describe the positive or negative reasons for
performing the behavior
 Describe individuals or groups to whom they might
listen who are positive or negative about them
performing the behavior

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Example of eliciting behavioral beliefs
 What are the advantages or positive outcomes that
would result from regular exercise?
 1. Weight management
 2. Feel better
 3. Increase self-confidence
 4. Improve cardio health
 5. More energy The Theory of Reasoned Action (TRA):

Behavioral
Beliefs

Evaluations of
Behavioral Attitude Toward
Outcomes Behavior
Behavioral Behavior
Intention
Normative
Beliefs Subjective Norm

Motivation
to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Example of eliciting behavioral beliefs
 What are the disadvantages or negative outcomes that
would result from regular exercise?
 1. Time consuming
 2. Painful
 3. Smelly The Theory of Reasoned Action (TRA):

 4. Injury Behavioral
Beliefs
 5. Get poor
Evaluations of
Behavioral Attitude Toward
Outcomes Behavior
Behavioral Behavior
Intention
Normative
Beliefs Subjective Norm

Motivation
to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Questionnaire: Example

If you exercise regularly, how likely is it that you

___________________________________________?

1 2 3 4 5 6 7

Extremely Extremely
unlikely likely

___________________________________________ is
1 2 3 4 5 6 7

Extremely Extremely
bad good

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 Example of eliciting normative beliefs
 Who are the people or groups you would listen to who
are either in favor of or opposed to your regular
exercise?
 1. Your physician
 2. Partner
The Theory of Reasoned Action (TRA):
 3. Peers
Behavioral
 4. Family Beliefs

 5. Experts in your life Evaluations of

Behavioral Attitude Toward
Outcomes Behavior
Behavioral Behavior
Intention
Normative
Beliefs Subjective Norm

Motivation
to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Questionnaire: Example

____________ think I should exercise regularly.

1 2 3 4 5 6 7

Strongly Strongly
disagree agree

Generally, I want to do what _________ thinks I should do.

1 2 3 4 5 6 7

Strongly Strongly
disagree agree

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Behavioral intention: Example

How likely is it that you will exercise at least

three times a week for 30 minutes or longer?

1 2 3 4 5 6 7

Extremely Extremely
unlikely likely

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 Behavior: Example

In the past week, for about how many minutes

did you engage in vigorous exercise?

minutes

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 Theory of Reasoned Action (TRA):

Behavioral
beliefs

Evaluations of
behavioral Attitude toward
outcomes behavior
Behavioral Behavior
intention
Normative
beliefs Subjective norm

Motivation
to comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 Theory of Planned Behavior (TPB)*:

Behavioral
beliefs

Evaluations of
behavioral Attitude toward
outcomes behavior
Behavioral Behavior
intention
Normative
beliefs Subjective norm
Perceived
behavioral
Motivation control
to comply Coping skills/
resources

Perceived/ actual
barriers
*Slightly modified, and elaborated upon, by Vic Strecher
UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
 Intention-behavior link is stronger when:
 The person perceives greater control over the behavior
 The attitudes are temporally stable
 The attitudes are based on direct experience
 The attitudes are accessible in memory
 There is little ambivalence (differences between positive and
negative attitudes)
 Attitudes are matched with consistent emotions about the behavior

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

 The Health Belief Model (HBM):

Individual Modifying Likelihood of Action

Perceptions Factors

Demographics, SES, Perceived benefits

Personality minus barriers

Susceptibility and Perceived threat

Severity of Disease of disease Likelihood of
behavior change

Cues to action

The Theory of Reasoned Action (TRA):

Behavioral
Beliefs

Evaluations of
Behavioral Attitude Toward
Outcomes Behavior

Behavioral Behavior
Intention
Normative
Beliefs Subjective Norm

Motivation
to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH