Theory of Reason Action
Prepared by
Susmita Dahal
Roll no: 39
5th sem, BPH, PoU

INTRODUCTION
• The Theory of Reasoned Action was developed by Martin Fishbein
and Icek Ajzen in 1975.
• Fishbein and Ajzen formulated the theory after trying to determine
the differences between attitude and behavior.
• This theory also acknowledges that there are factors that can limit the
influence of attitude on behavior.

Contd…
TRA Concept Definitions
Behavior A specific behavior defined by four components: an action (e.g., using
condoms), a target (e.g., commercial sex workers), a context (at home with
long-term partners), and time (always)
Behavioral Intention Perceived likelihood of performing the behavior (as perceived by the
person considering the behavior)
Attitude A person's positive or negative feelings about performing a specific
behavior
Behavioral Belief A belief that behavioral performance is associated with certain attributes
or outcomes (if I study hard for the SATs for a few months, I will probably
get a higher score than I did last year without studying at all)
Evaluation The value attached to a behavioral outcome or attribute (if I study hard and
get a better score on the SATs, that is a good thing because it will increase
the chances of getting into a good college)

Contd….
TRA Concepts Definitions
Subjective Norm Beliefs about what others will think about the behavior (getting into a good
college would make my parents proud)
Normative Beliefs Belief about whether key individuals and groups approve or disapprove the
behavior (my parents, friends, and teachers think going to a good college is
important and approve people who attain this achievement)
Motivation to
Comply
Whether or not the person's intentions and behavior will be affected by what
others think (it matters a lot to me what my parents, friends, and teachers think
about my plans for my education and my life)

FIGURE: Theory of Reason Action
Resource: Research gate)

Contd…
• By focusing on attitudes and norms, TRA provides a framework for
identifying and measuring the underlying reasons for a person's
intent to behave a certain way (or not).
• It is called the Theory of Reasoned Action because of the emphasis
on understanding these reasons — not because the beliefs and
attitudes themselves are necessarily reasonable or correct.
• The more we understand about the attitudes and norms that
influence intent, the more accurately our interventions can be
designed to influence these in a desired direction — toward a
healthier behavior.

APPLICATION OF TRA
• This study was conducted to see if application of this theory would
increase breakfast consumption for students in secondary school in
Iran.
• An intervention with knowledge about breakfast consumption was
provided for the students.
• For data collection, a questionnaire was to be filled out before and
after the intervention.
• The questionnaire had two parts. The first part had questions
concerning knowledge about breakfast consumption and the second
part, for TRA, was made from existing questionnaires.

Contd…
• According to the data, subjective norms were the best predictors for
breakfast consumption.
• The scores of questionnaires, before and after the intervention,
showed that the intervention was the main cause of increase in
knowledge.

Benefits of using the TRA
• It provides a unique window into the specific reasons that individuals
or groups are motivated to behave in particular ways — reasons we
may otherwise overlook.
• The TRA doesn't tell us what those reasons are, but it does give us a
tool to find out in a specific, measurable way that we can trust.

SOURCES
• http://recapp.etr.org/recapp/index.cfm?fuseaction=pages.TheoriesDe
tail&PageID=517#introduction
• https://www.researchgate.net/figure/Theory-of-Reasoned-Action-
TRA-Fishbein-Ajzen-1975_fig1_284014676

Thank you!