Theory of Reasoned Action

(TRA)

Lindsay MillerOregon State University

Outline• Brief discussion of Value-expectancy

theory• Overview of the Theory of Reasoned

Action• George’s example from book• Personal example that YOU will help

me walk through• Short quiz of TRA • Relationship between TRA and TTI

Value-expectancy

• TRA has value-expectancy • Explains, “how individuals make health-behavior decisions in

terms of their expectations or beliefs regarding the health behavior and the value attached to the behavioral health outcome”

• Theory of Planned Behavior

• The Information-Motivation-Behavioral Skills Model

Theory of Reasoned Action (TRA) Overview

• TRA was developed by Ajzen and Fishbein 1980

• 2 focuses (constructs)o Beliefs about HBs will shape behavioral intent Attitude o Social influences will shape behavioral intent

Subjective Norm

TRA Overview

• Construct 1:

o Attitude: A person’s evaluation of the anticipated positive or negative outcomes associated with engaging in a given behavior.

o Consider belief about behavior and evaluate that behavior as good or bad.

o 7 point scale: -3 to +3

o Create attitude about behavior

TRA Overview• Construct 2:

o Subjective Norm: The idea that people are motivated by their perceptions of what is considered normative and acceptable by others

o Normative belief: The perceptions that an individual has about what others think they should do in regards to the said behavior.

o Weigh each normative belief by a person’s motivation to comply with the referent (source of the normative belief)

o 7 point scale: 1-7

o Create Subjective Norm

TRA Overview

• Behavioral Intent: o Key construct in TRA and the last step before the actual behavior

o Defined very specifically as, 1. Time frame for performance of the behavior2. And exact description of the action composing the behavior3. The desired outcome (target) of the behavior, 4. The context of the behavior

o Example: “intent to use condoms for STD prevention (target) in the next 6 months (time) for every act of penile-vaginal sex (action) with people other than your primary sex partner (context).

TRA Diagram

George Example from Text

• George wants to lower cholesterol levels

• Considers few optionso Diet changeo Exerciseo Take cholesterol-lowering drugs

• Doc suggests changing diet

• Belief about becoming a vegetarianoMay have difficult time finding enough

food

• Evaluate his belief oGood versus bado7 point scale: -3 to +3oNot finding enough food (-3)

• Create attitude about behavior

George Example – Construct 1

George Example Construct 2

• People are motivated by their perceptions of what is considered normative and acceptable to others.

• Each normative belief is “weighted” by a persons motivation to comply with referent source o 7 point scale (1-7)

• Georges doctor believes he should take cholesterol-lowering drugs

Behavioral Intent

• Last step in the theory before the actual behavior• Intent includes

o Time frame for performanceo The action composing the behavioro Desired outcome (target)o The context of behavior

Behavioral IntentSpecifics of Health Behavior for George

Action Target Context Time

Get Prescription for Lipitor

Internist Office Next 2 months

Use Fresh Vegetables

In meals cooked at home

Always

Take Lipitor Unspecified Daily

Order A salad Eating out Always

Example: George intends to always (time) order (action) a salad (target) when eating out at a restaurant (context).

Example – Prehypertension• I go to the doctor, and I am diagnosed

with prehypertension (Systolic of 120-139mmHg)

• Doc suggests I reduce my alcohol consumption.

• What is the first construct in TRA?

• Create a belief about reducing alcoholo Difficult to not be in a situation with alcoholo Rate low, -2

• I have a negative attitude about reducing my alcohol consumption

Example - Prehypertension

• Construct 2?

• Create normative believes and “weigh” them by my motivation to comply with the referent source. o My sorority sisters would NOT want me to reduce my alcohol

consumption (+5)o My doctor would want me to reduce my ETOH (+3)

• Arrive at Subjective Norm

• Next Step?

Example - Prehypertension

• Behavioral Intention o Time frameo Actiono Targeto Context

Action Target Context Time

Drink Alcohol At School Graduate

Use Low sodium foods

In meals cooked at home

Always

Smoking – TRA Quiz1. Your cousin Norm does not think you should quit (+3).

1. Subjective Norm

2. Quitting smoking will save you money. You are a college student with loans.

1. Beliefs about the behavior and evaluations of that behavior

3. Your cousin Norm has smoked his entire life and has no health problems. Norm is your best friend, and you trust him.

1. Normative belief and motivation to comply

4. Quitting smoking will help you save money to pay your college loans (+3)

1. Attitude about belief

I

2

13

4

TRA and TTI

Summary

References• DiClimente, R., & Salazar, L. (2013). Health

Behavior Theory for Public Health: Principles, foundations, and applications. Burlington, MA: Jones and Barlett Learning.

• Preventing High Blood Pressure: Healthy Living Habits. (2014, July 7). Retrieved October 8, 2014.