Introduction to
Theories of Communication Effects:
The Theory of Reasoned Action
A service of the
Communication Science & Research
Resource Group
Recap: Theory map
MODEL
Message
learning
Reasoned
action
Social
learning
Diffusion
STAGE (Early --> Late)
Attention…….Comprehension…….Yielding…..Retention……………….. Action
Attitudes
Subjective norms.….Intention to act……………………………. Action
Perceived control
Attention...Retention...Reproduction...Motivation…………………..Performance
Knowledge……Persuasion...Decision…….Implementation….Confirmation
Putting it to work
Where is your audience?
What can you tell them and how?
Action
Retention
Yielding
Comprehension
Attention
Theory of Reasoned Action
emphasizes the Yielding stage
--other persuasion factors are
worthless if they don’t result in
change in Attitudes
Factors in Persuasion
Source factors
Message factors
Channel factors
Receiver factors
Factors in Persuasion
Source factors
Message factors --> TRA focus
Channel factors
Receiver factors
Beliefs
What’s a belief?
Beliefs
What’s a belief?
> information about a person, object, or
issue
> may be factual or opinion
TRA adds:
“Subjective probability that the object has a
given attribute.”
Attitudes
What’s an attitude?
Attitudes
What’s an attitude?
> positive or negative feeling about a
person, object, or issue
TRA adds:
“Product of beliefs and evaluation of those
beliefs.”
Theory of Reasoned Action
(Icek Ajzen & Martin Fishbein)
Basic assumptions:
People are rational and thoughtful, not
automatic and mindless
People’s behaviors are based on their beliefs
about the consequences of the behavior
and what they think other people want them
to do
Behavior is rational & social
TRA Model
Beliefs that the behavior
leads to certain
outcomes and evaluation
of these outcomes
Attitude toward the
behavior
Intention to act
Beliefs that specific
individuals or groups
think person should or
should not perform the
behavior and motivation
to comply with the
specific referents
Subjective norm
regarding the
behavior
Behavior
TRA Model
Beliefs that the behavior
leads to certain
outcomes and evaluation
of these outcomes
Attitude toward the
behavior
Relative importance
of attitudinal and
normative
considerations
Beliefs that specific
individuals or groups
think person should or
should not perform the
behavior and motivation
to comply with the
specific referents
Subjective norm
regarding the
behavior
Intention to act
Behavior
TRA Model
PERCEIVED
CONSEQUENCES:
What will happen if I use
FP? Is that good or bad?
ATTITUDE:
Is use of FP
desirable or
undesirable?
Relative importance
of consequences and
of husband’s opinion
SUBJECTIVE NORMS:
What does my husband
want me to do? How
much do I care what he
thinks?
INTENTION:
Should I use
FP or not?
SUBJECTIVE NORM:
It’s important to do
what my husband
wants
BEHAVIOR:
Use of FP
What predicts Behavior?
1. Intention to act
> Intentions are probabilities
> How likely are you to do B?
> Intention is based on
-- How you feel about B (attitudes)
-- How you think others feel about B
(subjective norm)
-- Weights assigned to attitudes and
subjective norms
What predicts Behavior?
1. Intention to act
> Intentions are probabilities
> How likely are you to do B?
> Intention is based on
-- How you feel about B (attitudes)
-- How you think others feel about B
(subjective norm)
-- Weights assigned to attitudes and
subjective norms
B ~ I = ƒ [ w1AB + w2SNB)
What predicts Intention?
1. Attitude toward the action
> Involves your evaluation of the action
> What you think will happen if you do B
(beliefs)
> What you think of the consequences
(evaluations)
What predicts Intention?
1. Attitude toward the action
n
A B = ƒ [ Σ b i ei )
i=1
bi
= strength/probability of belief
regarding the outcome of B
ei = valence of the outcome of B
Only salient beliefs matter
Example: Nigeria Music Project
Negative statements elicited from focus groups:
• The practice of family planning will cause a
loss of confidence between husband and wife.
• A couple that practices family planning will
have more conflict in their marriage
• Wives who practice family planning will be
abandoned by their husband for another
woman
Nigeria Music Project
Positive statements elicited from focus groups :
• Family planning helps a couple become
responsible parents.
• A family that practices family planning is a
happy family.
• With family planning, a couple can love one
another with peace of mind.
• Family planning will improve one’s standard of
living.
• The practice of family planning brings a
couple closer together.
Measuring Attitudes
How certain are you that…?
Family planning will improve one’s standard of living
Not at all
Extremely
1
2
3
4
5
6
7
8
9
10
A couple that practices family planning will have more
conflict in their marriage
Not at all
Extremely
1
2
3
4
5
6
7
8
9
10
e.g., Beliefs--respondent chooses 4 and 8, respectively
Measuring Attitudes
How desirable is it…?
To improve one’s standard of living
Very undesirable
Very desirable
-5 -4 -3 -2 -1
0 +1 +2 +3 +4 +5
For couples to have conflict in their marriage
Very undesirable
Very desirable
-5 -4 -3 -2 -1
0 +1 +2 +3 +4 +5
e.g., Evaluations--respondent chooses +2 and -3,
respectively
Attitude toward FP = Standard of living + Conflict
= (4 x 2) + (8 x -3) = -16
i.e., attitude will be negative
What predicts Intention?
2. Subjective Norm toward the action
> Involves your assessment of what
people who are important to you think
you should do about B
> Whether you think your significant
others approve or disapprove of your
doing B
> How strongly you feel compelled to
comply with what your significant others
desire
What predicts Intention?
2. Subjective Norm toward the action
n
SNB = ƒ [ Σ bi mi)
i=1
bi = strength/probability of belief that
others support/oppose B
mi = strength of motivation to comply with
significant others
Only significant others matter
Identifying significant others
If you considered adopting family planning,
there might be individuals or groups who
would think you should or should not do so. If
any come to mind, please list them below:
• My husband
• My mother
• My brother
• My doctor
• My church
• My friends
• My community
Measuring Subjective Norms
My church thinks...
I should not
-5 -4 -3 -2 -1
0 +1 +2 +3
…practice family planning
Should
+4 +5
My husband thinks...
I should not
-5 -4 -3 -2 -1
0 +1 +2 +3
…practice family planning
Should
+4 +5
e.g., Beliefs--respondent chooses -3 and +1,
respectively
Measuring Subjective Norms
In general, how much do you want to do what your
church thinks you should do...
Not at all
Extremely
1
2
3
4
5
6
7
8
9
10
In general, how much do you want to do what your
husband thinks you should do...
Not at all
Extremely
1
2
3
4
5
6
7
8
9
10
e.g., Motivation to comply--respondent chooses 2 and 9,
respectively
Subjective norm
= Church + Husband
= (-3 x 2) + (1 x 9) = +3
i.e., SN will be supportive
Using Reasoned Action
Identify motives for action
• What are the advantages and disadvantages of a
behavior?
Identify messages that can change attitudes
• change beliefs about consequences of B
• change evaluations about consequences of B
• change subjective norms
• change motivations to comply with subjective norms
To identify target audiences
• primary (those you want to influence)
• secondary (significant others of those you want to
influence
Looking ahead
Next Week:
Social Learning Theory
Learning through observation
and practice