Theories of behavioral intention (theory of reasoned action, theory of planned behavior) (1 of 3)

Theory of reasoned action (TRA)

1. (a) According to the theory of reasoned action (TRA), what are the two primary determinants of behavioral intention? (b) What is the attitude toward the behavior (AB)? What is the subjective norm (SN)? (c) Do these components influence intention equally? How are the relative weights of the two components assessed?

2. (a) What are the determinants of AB? What is belief strength (and how is it assessed)? What is belief evaluation (and how is it assessed)? Explain how these combine to yield AB. (b) What are the determinants of SN? What are normative beliefs (and how are they assessed)? What is motivation-to-comply (and how is it assessed)? Explain how these combine to yield SN.

3. What does the research evidence suggest about the predictability of intention from the two TRA components (AB and SN)? What does the research evidence suggest about the predictability of each component from its determinants? What does the research evidence suggest about the predictability of behavior from intention?

4. (a) Explain how the TRA can be useful in identifying foci for persuasive efforts. If persuasion is attempted by changing one of the components, does that component need to be significantly weighted? Explain. (b) Identify alternative means by which AB might be influenced. Explain (and give examples of) changing the strength or evaluation of existing salient beliefs. Explain (and give examples of) reconfiguring the set of salient beliefs (and identify two ways in which such reconfiguration might be accomplished). Explain the difference between attitude-toward-the-behavior and attitude-toward-the-object. (c) Identify alternative means by which SN might be influenced. Explain (and give examples of) changing the normative belief or motivation-to-comply that is associated with an existing salient referent. Explain (and give examples of) reconfiguring the set of salient referents (and identify two ways in which such reconfiguration might be accomplished). (d) Explain the strategy of influencing intention by changing the relative weights of the components. In what sort of circumstance can this strategy succeed in changing intention? What is the usual pattern of association (correlation) between the two components? What does this pattern imply about changing the weights as a means of influencing intention?