Mkt4025 W4

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Mkt4025 W4

  1. 1. Theory of Reasoned Action Theory of Planned Behaviour MKT4025
  2. 2. Value Expectancy <ul><li>1950s: Growing concern about Benefit ≠Action (even if logical!) </li></ul><ul><li>HBM explains some possible factors </li></ul><ul><li>but it fails to predict a number of other cases. </li></ul><ul><li>Consider, for example, exercise... or healthy eating... </li></ul>
  3. 3. Social Attribution Theory
  4. 4. really simplistically put... Attitudes Norms Behaviour (maybe)
  5. 5. Attitudes <ul><li>What makes “attitudes”? </li></ul><ul><li>Behavioural beliefs + </li></ul><ul><li>Evaluation of behavioural outcomes </li></ul>
  6. 6. Norms <ul><li>“ Societal Norms” are really </li></ul><ul><li>Normative beliefs + </li></ul><ul><li>Motivation to comply </li></ul><ul><li>Have you ever tried to define “Society’s norms?” </li></ul><ul><li>Are they constructed at a society or individual level? </li></ul>
  7. 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. 8. So <ul><li>Is this the real deal? </li></ul><ul><li> Norms +  Attitudes =  Behaviour ? </li></ul>
  9. 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. 10. TRA <ul><li>Explains variance between attitudes and behaviour </li></ul><ul><li>Explains “Intention”- rather than just behaviour </li></ul>
  11. 11. SET <ul><li>Self Efficacy Theory (or concept): “I can actually make this work” </li></ul><ul><li>May mean psychological attributes as well as physical attributes </li></ul><ul><li>N.B. It is not about self-esteem and not (necessarily) competence </li></ul>
  12. 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. 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. 14. Points to note <ul><li>Used in around 1200 published cases </li></ul><ul><li>It can predict behavioural outcomes </li></ul><ul><li>It can guide intervention design, but lacks being a planning model! </li></ul>

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