Theory of Reasoned ActionAjzen & Fishbein (1980) Attitude comes first Person's intention is the main predictor and influencer of attitude.
INFLUENCERS attitude towards the action INTENTION subjective norms
Attitude towards the action---- What the person’s previous attitude towards that behavior is? Subjective norms---- Person’s Belief His motivation to comply
Theory of Planned BehaviorAjzen(1991) Updated version of “theory of reasoned action” Added feature – perceived behavioural control
Attitude-Behavior Process ModelFazio & Powell (1989) "attitudes can guide a person's behavior even when the person does not actively reflect and deliberate about the attitude “
ATTITUDE TO BEHAVIOR PROCESS MODEL PERCEPTION OF EVENT BEHAVIOUR ATTITUDE EVENT SOCIAL NORMS
The stronger the relationship between memory and perception of the object ,the stronger the attitude will be towards the resulting decision.
Theory of `reasoned action Attitude is the main predictor of behaviour A-B process model
Debate never ends…….
BEHAVIOUR Its characteristics ---- Enduring Habitual Constant or unchanging over a long period of time.
Classical Conditioning - Pavlov A type of associative learning No contingency between response and reinforce. Response is associated to a certain stimuli(cue) Cue influence the behaviour
Cognitive Dissonance - Festinger (1957) An uncomfortable feeling caused by holding two contradictory ideas simultaneously. People have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors, or by justifying or rationalizing their attitudes, beliefs, and behaviors.
Habitual smoker Smoking reduces tension… if smoking does not kill them, something else will…….
It is often easier to make excuses than it is to change behavior. Dissonance theory leads to the conclusion that humans are rationalizing and not always rational beings.