hbhe600_2008_03_theory of reasoned action | theory of planned behavior

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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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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Attitude Toward Behavior

Belief about the

outcomes of the

behavior

Evaluation of

the outcome


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Where did this get started?


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7/26UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

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



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):



the utility ... isdependent on theparticularcircumstances of theperson making theestimate... There isno reason to assumethat... the risksanticipated by each

[individual] must bedeemed equal invalue.



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



Subjective Norm

Normative

BeliefsMotivation to

Comply



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



Peer versus adult lead programs:

Subjective norms: Peer leaders

Attitudes: Adult leaders



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:



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):



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


Example of eliciting behavioral beliefs



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



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


Example of eliciting normative beliefs



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



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



Behavior: Example

In the past week, for about how many minutesdid you engage in vigorous exercise?

minutes


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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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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


hbhe600_2008_03_theory of reasoned action | theory of planned behavior

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