Theory of reasoned action
Pro Research Analysisby 
Searched over 200M research papers
Consensus Meter
Theory of Reasoned Action: A Comprehensive Overview
Introduction to the Theory of Reasoned Action
The Theory of Reasoned Action (TRA), developed by Fishbein and Ajzen, is a fundamental framework in social psychology used to predict and understand motivational influences on behavior. It posits that an individual's intention to perform a behavior is the primary predictor of that behavior, influenced by their attitudes and subjective norms .
Application in Consumer Behavior
Generation Y and Purchase Intentions
Research has shown that the TRA can be partially effective in predicting the purchase intentions of Generation Y consumers, particularly in the context of fashion merchandise made of emu leather. The study found that favorable attitudes significantly influenced purchase intentions, while subjective norms and other external variables did not have a notable impact. This suggests that for Generation Y, personal attitudes towards a product are more critical than social pressures.
Coupon Usage
The TRA has also been applied to understand coupon usage behavior. Variations of the standard Fishbein-Ajzen model were tested, incorporating interdependent relations between attitudinal and subjective influence variables. The findings highlighted the importance of both direct and indirect effects of attitudes and subjective norms on behavior, mediated through behavioral intentions.
Comparison with the Theory of Planned Behavior
The Theory of Planned Behavior (TPB) extends the TRA by including perceived behavioral control as an additional predictor of intentions and behavior. Research comparing the two theories found that perceived behavioral control enhances the prediction of behavioral intentions and actual behavior, especially when the behavior involves some level of control difficulty. This extension is particularly useful in contexts where individuals face obstacles in performing the behavior.
Moral and Ethical Behavior
Moral Behavior in Sports
A study applying the TRA to moral behavior in sports among young athletes found that a modified version of the theory provided a better fit than the original model. This suggests that while the TRA is a solid foundation, modifications may be necessary to accurately predict moral behaviors in specific contexts.
Unethical Conduct in Business
In the realm of business ethics, the TRA has been used to understand the determinants of unethical conduct. The theory emphasizes focusing on behavioral intentions and the beliefs shaping those intentions rather than personality traits or demographic characteristics. This approach has been supported by empirical research, suggesting that the TRA is a valuable tool for studying ethical decision-making in business.
Health-Related Behaviors
Condom Use
A meta-analysis examining the TRA and TPB in predicting condom use found that intentions were significantly related to actual condom use, with attitudes and subjective norms being key predictors of these intentions. However, perceived behavioral control, a component of the TPB, did not significantly contribute to condom use, highlighting the nuanced applicability of these theories in health-related behaviors.
Teen Sexual Behavior
The TRA has also been applied to predict sexual intercourse among teenagers. The study found that prior sexual experience was a significant predictor of future behavior, and the paths from intentions to behavior, as well as from norms and attitudes to intentions, were significant. This underscores the theory's utility in understanding sexual behavior among adolescents.
Cultural and Situational Influences
Fast Food Consumption
The TRA's applicability to fast food restaurant patronage decisions was tested across different cultures and social settings. The study found that subjective norms influenced decisions when eating with friends but not when eating alone. Additionally, the effects of attitudes, subjective norms, and past behavior on intentions varied across cultures, with Western cultures showing more explained variance than Eastern cultures. This indicates that cultural and situational contingencies play a significant role in the theory's predictive power.
Conclusion
The Theory of Reasoned Action is a robust framework for understanding and predicting a wide range of behaviors. While it has proven effective in various contexts, including consumer behavior, moral and ethical decision-making, and health-related behaviors, its predictive power can be enhanced by considering additional factors such as perceived behavioral control and cultural influences. The TRA remains a valuable tool for researchers and practitioners aiming to understand the motivational underpinnings of human behavior.
Sources and full results
Most relevant research papers on this topic
Theory of Reasoned Action
The Theory of Reasoned Action Applied to Coupon Usage
A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action
Ajzen and Fishbein's theory of reasoned action as applied to moral behavior: A confirmatory analysis.
Theories of reasoned action and planned behavior as models of condom use: a meta-analysis.
Teen sexual behavior: applicability of the Theory of Reasoned Action.
Whither Fact, Artifact, and Attitude: Reflections on the Theory of Reasoned Action
The Multidimensional View of Commitment and the Theory of Reasoned Action: A Comparative Evaluation
Taking stock: Can the theory of reasoned action explain unethical conduct?
Cultural and Situational Contingencies and the Theory of Reasoned Action: Application to Fast Food Restaurant Consumption
Try another search
transformer
The potential of advanced prosthetics and exoskeletons in enhancing mobility and rehabilitation.
What are the implications of biotechnology for food security and agriculture?
what animals are hyenas related to
The potential of 3D bioprinting in creating tissue and organ analogs for research and transplantation.
What are the implications of emerging research on the health benefits of different types of tea?