The document discusses several theories related to human behavior: 1. The Theory of Reasoned Action posits that behavioral intentions and behaviors are influenced by attitudes and subjective norms. It aims to explain the variance between attitudes and behaviors. 2. The Theory of Planned Behavior builds upon the Theory of Reasoned Action by adding the construct of perceived behavioral control to account for non-volitional behaviors. It suggests that perceived behavioral control, along with attitudes and subjective norms, influence behavioral intentions and behaviors. 3. Self-Efficacy Theory focuses on an individual's belief in their own ability to successfully perform a behavior or task. This psychological attribute, along with physical attributes, may impact behaviors over and above attitudes and

1. Theory of Reasoned Action Theory of Planned Behaviour MKT4025

2. Value Expectancy 1950s: Growing concern about Benefit ≠Action (even if logical!) HBM explains some possible factors but it fails to predict a number of other cases. Consider, for example, exercise... or healthy eating...

3. Social Attribution Theory

4. really simplistically put... Attitudes Norms Behaviour (maybe)

5. Attitudes What makes “attitudes”? Behavioural beliefs + Evaluation of behavioural outcomes

6. Norms “ Societal Norms” are really Normative beliefs + Motivation to comply Have you ever tried to define “Society’s norms?” Are they constructed at a society or individual level?

7. Theory of Reasoned Action Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behaviour Attitudes Soc. Norms =?

8. So Is this the real deal?  Norms +  Attitudes =  Behaviour ?

9. Theory of Reasoned Action Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behavioural intention Behaviour Fischbein 1966

10. TRA Explains variance between attitudes and behaviour Explains “Intention”- rather than just behaviour

11. SET Self Efficacy Theory (or concept): “I can actually make this work” May mean psychological attributes as well as physical attributes N.B. It is not about self-esteem and not (necessarily) competence

12. Theory of Planned Behaviour Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behavioural intention Behaviour Ajzen & Fischbein Control beliefs Perceived power Perceived behavioural control

13. Or (newer version) Aizen, 2006 Behavioural Beliefs Attitude toward the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural control

14. Points to note Used in around 1200 published cases It can predict behavioural outcomes It can guide intervention design, but lacks being a planning model!