Reasoned Action Theory

Definition

The theory of reasoned action (TRA) is a model for predicting people's behavior, which states that the best predictor of people's behavior in any given situation is their intention to perform the behavior. Not surprisingly, the best predictor of whether people will actually do something is whether they intend to do it. The intention to perform the behavior is influenced by a person's own attitude toward (feelings or evaluations of) the behavior as well as the attitudes of people who are important to the person and the associated perceived social pressures (subjective norms).

Background and Importance

Social psychologists have demonstrated that knowledge of people's attitudes and feelings frequently allows one to predict their behavior. However, research also indicates that sometimes people's behavior is not consistent with their attitudes. For example, students might believe that studying for exams is good because it leads to better grades; however, they still might not study. Therefore, more variables must be influencing the behavior than just attitudes. The TRA was an attempt to identify other factors, such as social pressures, that could be useful in predicting behavior. The result was the better prediction of behavior.

Components of the Theory and Evidence

According to the TRA, individuals' intention to perform a behavior (their behavioral intention) determines what they do, and it is based on two things: their own attitudes about the behavior and perceived social pressures from people whom they want to please (technically referred to in the theory as subjective norms). Usually, people intend to perform behaviors that they feel positively about or that are popular with other people, and they do not intend to perform behaviors that they feel negatively about or that are unpopular with other people. Once the intention to behave a certain way is determined, people tend to follow through with the intention and engage in the behavior.

Research demonstrates that people tend to perform behaviors about which they have positive attitudes and avoid behaviors toward which they have negative attitudes. The TRA states that attitudes toward specific behaviors are based upon expectations or beliefs about what the likely consequences of the behavior will be. If people believe that primarily positive consequences will result from the behavior (and negative consequences seem unlikely), they will have positive attitudes toward the behavior. If they believe that primarily negative consequences will result from the behavior (and positive consequences seem unlikely), they will have negative attitudes toward the behavior. For example, a student might believe that studying will lead to better grades but also to missed opportunities to socialize with friends. If socializing is more important to the student than are good grades, or if the student is not confident that he or she would get good grades even with more studying, the student would probably have a negative attitude toward studying. On the other hand, if getting better grades is more important to the student than socializing, and if the student is confident that studying will lead to better grades, he or she will probably have a positive attitude toward studying.

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