Theory of Reasoned Action and Theory of Planned Behavior

Theory of Reasoned Action

  • A foundational theory in understanding health behavior.

Theory of Planned Behavior

  • Extension of the Theory of Reasoned Action.

Concept – Theory Essence Sentence

  • Health behavior results from intention.

    • People are more likely to do something if they plan or aim to do it, than if they don’t.

Constructs

  • Several constructs influence intention:

    • Attitudes toward the behavior

    • Subjective/social norms

    • Volitional and behavioral control

Attitudes

  • Definition: A series of beliefs gives rise to an attitude.

    • Formula: Belief + Belief + Belief = Attitude

    • Example: Attitude toward vegetarianism where:

    • Better for the environment

    • No harm to animals

    • Healthier for my body

    • Resulting in: Positive Attitude → Likely to be vegetarian

Subjective Norms

  • Definition: Subjective norm is the perceived social pressure to engage or not to engage in a certain behavior.

    • These norms result from normative beliefs - beliefs about what significant others want us to do.

Important People Influencing Norms

  • Categories of significant others include:

    • Significant others

    • Parents

    • Children

    • Religious leaders

    • Friends

    • Health care providers

    • Faculty/teachers

Questions on Subjective Norms

  • How would subjective norms explain why teenagers begin smoking?

  • How would subjective norms explain why adults quit smoking?

Volitional Control

  • Definition: A behavior under volitional control is one that the individual can decide to engage in, at will.

    • Examples include:

    • Brushing your teeth

    • Skipping dessert

    • Exercising

    • Using sunscreen

Behavioral Control

  • Some behaviors are not under our willful (volitional) control.

    • The Theory of Reasoned Action is less effective in these situations due to this limitation.

    • Behavioral Control construct added; leads to the Theory of Planned Behavior.

Understanding Behavioral Control

  • Definition: Behavioral Control is one’s perceived control over the performance of a behavior.

    • Important to differentiate from self-efficacy, which refers to one's perceived ability to perform a behavior.

    • Control over performance is influenced by personal control beliefs - beliefs that may facilitate or hinder behavior performance.

Examples of Behavior Not Under Volitional Control

  • Situations illustrating lack of volitional control include:

    • Getting 8 hours of sleep (e.g., noisy roommates)

    • Avoiding secondhand smoke (e.g., family members smoking in the house)

    • Eating low sodium foods (e.g., family dynamics in shopping and cooking)

Visual Representation

  • Figure 3.3 Theory of Reasoned Action/Planned Behavior

    • Components include:

    • Volitional/Behavioral Control

    • Subjective Norms

    • Intention

    • Behavior

    • Attitudes

    • Reference: Modified from Rah, J. H., Hasler, C. M., Painter, J. E., & Chapman-Novakoski, K. M. (2004). Applying the theory of planned behavior to women's behavioral attitudes on and consumption of soy products. Journal of Nutrition Education, 36(5), 238-244.