Theory of Reasoned Action

Theory of reasoned action contributes to the understanding of persuasion theory and human motivation by explaining how actions are the product of behavioral intentions to act in one way rather than some other. Persuasion theory is a broad approach to explain the cognitive and behavioral aspects of human choice and behavior. That body of academic thought features the choices people make as voluntary actions that reflect in various ways their behavioral intention. The logic of this aspect of persuasion theory is that persons, through self-persuasion or the influence of others, make choices and act as a reflection of their behavioral intentions.

Martin Fishbein and Icek Ajzen are credited with the theory of reasoned action as an extension of their information integration theory, which builds on principles and predictions of subjective expected utilities theory. This body of persuasion theory features human behavior and choice as voluntary. Accordingly, behavior is neither the product of drives nor independent of individual volition. As such, this body of theory and research approaches human actions as the product of reasoning where many factors impinge on choices. Consequently, the theory of reasoned action sees human behavior as multifaceted, and therefore not easily manipulated by any single influence. It focuses on people as decision makers and wants to understand the dynamics of such decisions.

The theory of reasoned action postulates that behavioral intention to act one way or another is the result of two factors. The first is an individual's attitude toward the behavior. The second is based on the perception of what the targeted individual thinks important others want them to do. Thus, persons consider what opinion leaders of various kinds consider is the preferred behavior.

As explained by information integration theory, an attitude toward a behavior is the sum of all of any person's beliefs about the behavior and the evaluations (positive or negative) of the behavior. For instance, a person might believe that brushing one's teeth (a) reduces the likelihood of dental decay, (b) brightens one's smile, and (c) cleans one's breath. Thus, the attitude toward the behavior is the product of three beliefs. Next, the theory asks whether the person sees these beliefs as having a positive or negative evaluation. Advertisers and dentists assume that all three beliefs carry positive evaluations. Thus, if they look at the intention of one person, they conclude that they have a positive attitude toward the behavior of brushing teeth. Marketers of toothpaste and toothbrushes see this attitude as positive toward their campaign objectives. Also, dentists who want to reduce damage to teeth as part of a constructive program of dental hygiene also see this attitude toward behavior as supporting their efforts.

The second part of the theory rests on each individual's perceptions of the actions that important others prefer for that person. This means simply that people consider what others think is good or bad behavior as part of their efforts to form intentions to act one way or another. People, through social connections, think about what others think is best, right, or proper. They take such considerations into account when deciding what to do. What's more, not everyone's opinions have the same value to the person making the decision. Parents quickly realize the impact that their children's friends have on decisions. Adolescent claims that “everyone has X, or is doing Y” is important to their children's decision. “What will people think if I do X” suggests the conversational importance of others’ preferences as part of various decisions. People want to please, or at least not displease, certain people more than others by what they do. Thoughts of this kind influence the choices they make. These thoughts of what others think, expect, [Page 919]and prefer are called subjective norms. In conversation and through other means of forming intentions, people learn and refine the subjective norms they use to make choices.

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