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Unit 16


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Unit 16

  1. 1. UNIT 16 Theory of Reasoned Action
  2. 2. Intentions “ The person’s motivation in the sense of his or her conscious plan to exert effort to carry out the behavior” – Eagly & Chaiken
  3. 3. Volitional Behaviors Things people do because they choose to do so.
  4. 4. Determinants of Attitudes Toward Behaviors
  5. 5. Evaluation of Behavior Is the behavior good or bad?
  6. 6. Strength belief is held Stronger a belief is, the more likely it will cause a person to act on it.
  7. 7. Subjective Norm The subjective likelihood that a significant other (referent) things a person should perform a behavior times the person’s motivation to comply. These are then summed over the various salient referent persons.
  8. 8. I want to donate money to the Democratic Party. My mother does not think I should donate the money. My best friend things that I should donate the money.
  9. 9. Normative beliefs Perceptions of significant others’ preferences about whether one should engage in a behavior or not.
  10. 10. Motivation to Comply What motivation do we have to comply with the referent’s ideas of our behavior(s)?
  11. 11. Intention-Behavior Relationship
  12. 12. When the Intention is NOT Likely to Predict Behavior Successfully
  13. 13. Degree of Correspondence --How well does the intended result correspond to the behavior in question. --Great American Smoke Out – throw your pack of Cigarettes away
  14. 14. Change of Intention --If the purpose for enacting the behavior changes. --If a person finds out he has Ebola – don’t think s/he will quit smoking no matter what.
  15. 15. Not Under Volitional Control --If you can’t consciously control a specific behavior. --Many things have been found to be genetically based in our world.
  16. 16. B ⇛ BI=w1AB+w2SN <ul><li>B = Behavior </li></ul><ul><li>BI = Behavioral Intention </li></ul><ul><li>AB = Attitude toward Behavioral Act </li></ul><ul><li>SN = Subjective Norm </li></ul><ul><li>W1 & w2 = empirical weights (importance of first two terms) </li></ul>