hbhe600_2008_03_theory of reasoned action | theory of planned behavior
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8/14/2019 HBHE600_2008_03_Theory of Reasoned Action | Theory of Planned Behavior
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UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
Theory of Reasoned
Action/ Theory of
Planned Behavior
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UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
Theory of Reasoned Action
Behavioral
Beliefs
Evaluations of
Behavioral
Outcomes
Normative
Beliefs
Motivation
to Comply
Behavioral
IntentionBehavior
Attitude Toward
Behavior
Subjective Norm
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UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
Attitude Toward Behavior
Belief about the
outcomes of the
behavior
Evaluation of
the outcome
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UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
Where did this get started?
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UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
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UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
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8/14/2019 HBHE600_2008_03_Theory of Reasoned Action | Theory of Planned Behavior
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Whereas many persons livein great fear andapprehension of some of themore formidable andnotorious diseases, I shall set
down how many died of each:that the respective numbers,being compared with thetotal... those persons may thebetter understand the hazardthey are in.
John Graunt, 1620-1674
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Ever sincemathematicians first
began to study themeasurement of risk,there has beengeneral agreement
on the followingproposition:
Expected values arecomputed by
multiplying eachpossible gain by thenumber of ways inwhich it can occur,
and then dividing thesum of these
Daniel Bernoulli (1700-1782):
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the utility ... isdependent on theparticularcircumstances of theperson making theestimate... There isno reason to assumethat... the risksanticipated by each
[individual] must bedeemed equal invalue.
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Health Belief Model
Demographics,
SES, Personality
Perceived
benefits minus
barriers
Perceived
susceptibility and
severity of
disease
Perceived threat
of diseaseLikelihood of
behavior change
Cues to action
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11/26UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
Health Belief Model
Demographics,
SES, Personality
Perceived
benefits minus
barriers
Perceived
susceptibility and
severity of
disease
Perceived threat
of diseaseLikelihood of
behavior change
Cues to action
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Subjective Norm
Normative
BeliefsMotivation to
Comply
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Beliefs about the
outcomes of
the behavior
Normative beliefs
e.g.. My family wants
me to go on a diet
Evaluation of the
outcome
MotivationI want to do whatmy family wants
me to do
Behavioral
intention
BehaviorSubjective Norm
Attitude Toward Behavior
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Peer versus adult lead programs:
Subjective norms: Peer leaders
Attitudes: Adult leaders
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Describe the positive or negative reasons forperforming the behavior
Describe individuals or groups to whom they might
listen who are positive or negative about them
performing the behavior
Eliciting closed-ended questions:
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Example of eliciting behavioral beliefs
What are the advantages or positive outcomes thatwould result from regular exercise? 1. Weight management
2. Feel better
3. Increase self-confidence 4. Improve cardio health
5. More energy
Behavioral
Beliefs
Evaluations of
Behavioral
Outcomes
Normative
Beliefs
Motivation
to Comply
Behavioral
IntentionBehavior
Attitude Toward
Behavior
Subjective Norm
The Theory of Reasoned Action (TRA):
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What are the disadvantages or negative outcomes thatwould result from regular exercise? 1. Time consuming
2. Painful
3. Smelly 4. Injury
5. Get poorBehavioral
Beliefs
Evaluations of
Behavioral
Outcomes
Normative
Beliefs
Motivation
to Comply
Behavioral
IntentionBehavior
Attitude Toward
Behavior
Subjective Norm
The Theory of Reasoned Action (TRA):
Example of eliciting behavioral beliefs
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8/14/2019 HBHE600_2008_03_Theory of Reasoned Action | Theory of Planned Behavior
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Questionnaire: Example
If you exercise regularly, how likely is it that you___________________________________________?
Extremelyunlikely
Extremelylikely
1
___________________________________________ is
2 3 4 5 6 7
Extremely
bad
Extremely
good
1 2 3 4 5 6 7
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Who are the people or groups you would listen to whoare either in favor of or opposed to your regular
exercise? 1. Your physician
2. Partner 3. Peers
4. Family
5. Experts in your life
Behavioral
Beliefs
Evaluations of
Behavioral
Outcomes
Normative
Beliefs
Motivation
to Comply
Behavioral
Intention Behavior
Attitude Toward
Behavior
Subjective Norm
The Theory of Reasoned Action (TRA):
Example of eliciting normative beliefs
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Questionnaire: Example
____________ think I should exercise regularly.
Strongly
disagree
Strongly
agree
1
Generally, I want to do what _________ thinks I should do.
2 3 4 5 6 7
Strongly
disagree
Strongly
agree
1 2 3 4 5 6 7
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Behavioral intention: Example
How likely is it that you will exercise at leastthree times a week for 30 minutes or longer?
Extremely
unlikely
Extremely
likely
1 2 3 4 5 6 7
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Behavior: Example
In the past week, for about how many minutesdid you engage in vigorous exercise?
minutes
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UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
Behavioral
beliefs
Evaluations of
behavioral
outcomes
Normative
beliefs
Motivationto comply
Behavioralintention
Behavior
Attitude toward
behavior
Subjective norm
Theory of Reasoned Action (TRA):
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UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH
Intention-behavior link is stronger when:
The person perceives greater control over the behavior
The attitudes are temporally stable
The attitudes are based on direct experience
The attitudes are accessible in memory
There is little ambivalence (differences between positive and
negative attitudes)
Attitudes are matched with consistent emotions about the behavior
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The Health Belief Model (HBM):
Demographics, SES,
Personality
Perceived benefits
minus barriers
Susceptibility and
Severity of Disease
Perceived threat
of disease Likelihood of
behavior change
Cues to action
Modifying
Factors
Individual
PerceptionsLikelihood of Action
Behavioral
Beliefs
Evaluations of
Behavioral
Outcomes
Normative
Beliefs
Motivation
to Comply
Behavioral
IntentionBehavior
Attitude Toward
Behavior
Subjective Norm
The Theory of Reasoned Action (TRA):
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