Theory of Reasoned
Action
Fishbein & Ajzen, 1975
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1. Assumptions
Man is “basically a rational information
processor”
“Beliefs, attitudes, intentions, and
behaviors are influenced by the
information available...”
How we process information determines
the effects of communication
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2. The Model
Beliefs about
object X
1.
2.
.
.
n
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Intentions
toward X
Attitudes
about X
Behaviors
Toward X
1.
2.
3.
.
.
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3. Components
Beliefs
“a link between any two aspects of our
world”
(0) is (X), JJ is stupid
(S) said (O is X) Joe said JJ is stupid
Beliefs come from experiences,
communication, education
Types of beliefs
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Descriptive
Inferential
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Components (Cont’d)
Attitudes
“A general feeling of favorableness or
unfavorableness toward an object”
A = (b1e1 + b2e2 + b3e3 . . . )
The salience of the beliefs is key
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Example
Clinton
is a democrat
favors universal health care
dodged the draft
sleeps around
favors education
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Components (cont’d)
Intentions
“.... a subjective probability dimension
involving a relation between self and action”
Intention = (Ab)w1 + (SN)w2
Ab = Attitude toward Behavior
SN = Subjective Norm (Social norms)
Specificity of target, situation, & time
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Components (cont’d)
Behavior
Cognitive
Beliefs (eval)
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Affective
=
A
=
Conative
Intentions (eval) = Behavior (eval)
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3. Implications
Changing attitudes may not change
behaviors
Changing beliefs is critical to persuasion
Successful audience analysis is built on
understanding the belief structure
(salience, cognitive complexity)
Specificity of intentions is crucial
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4. Critique
Explains many conflicting research
findings
Provides some practical ideas regarding
persuasion
How much of this is conscious?
Are humans mere information processing
machines?
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