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Theory of Reasoned Action

Theory of Reasoned Action. Fishbein & Ajzen, 1975. 1. Assumptions. Man is “basically a rational information processor” “Beliefs, attitudes, intentions, and behaviors are influenced by the information available...” How we process information determines the effects of communication.

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Theory of Reasoned Action

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  1. Theory of Reasoned Action Fishbein & Ajzen, 1975

  2. 1. Assumptions • Man is “basically a rational information processor” • “Beliefs, attitudes, intentions, and behaviors are influenced by the information available...” • How we process information determines the effects of communication

  3. 2. The Model Beliefs about Intentions Behaviors object X toward X Toward X 1. 2. 3. . . 1. 2. . . n Attitudes about X

  4. 3. Components • Beliefs • “a link between any two aspects of our world” • (0) is (X), JJ is stupid • (S) said (O is X) Joe said JJ is stupid • Beliefs come from experiences, communication, education • Types of beliefs • Descriptive • Inferential

  5. Components (Cont’d) • Attitudes • “A general feeling of favorableness or unfavorableness toward an object” • A = (b1e1 + b2e2 + b3e3 . . . ) • The salience of the beliefs is key

  6. Example • Clinton • is a democrat • favors universal health care • dodged the draft • sleeps around • favors education

  7. Components (cont’d) • Intentions • “.... a subjective probability dimension involving a relation between self and action” • Intention = (Ab)w1 + (SN)w2 • Ab = Attitude toward Behavior • SN = Subjective Norm (Social norms) • Specificity of target, situation, & time

  8. Components (cont’d) • Behavior Cognitive Affective Conative Beliefs (eval) = A = Intentions (eval) = Behavior (eval)

  9. 3. Implications • Changing attitudes may not change behaviors • Changing beliefs is critical to persuasion • Successful audience analysis is built on understanding the belief structure (salience, cognitive complexity) • Specificity of intentions is crucial

  10. 4. Critique • Explains many conflicting research findings • Provides some practical ideas regarding persuasion • How much of this is conscious? • Are humans mere information processing machines?

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