MassMediaNG

Information Hub of the Nigerian Mass Media

Theory Of Reasoned Action

Theory of Reasoned Action

The theory was developed by Martin Fishbein and Icek Ajzen in 1967 and was derived from previous research that began as the theory of attitude. The theory aims to explain the relationship between attitudes and behaviours within human action. It is used to predict how individuals will behave based on their pre-existing attitudes and bahavioural intentions. In other words, an individual`s decision to engage in a particular behaviour is based on the outcomes the individual expects will come as a result of performing the behaviour (Rogers Gillmore et al., 2002). The ideas within the theory have to do with an individual`s basic motivation to perform an action. According to the theory, intention to perform a certain behaviour precedes the actual behaviour (Ajzen & Madden, 1986).

Specially, Reasoned Action predicts that behaviour intent is caused by two factors namely, attitudes and subjective norms. That is behavioural intention is a function of both attitudes and subjective norms toward that intention. Also, is observes that, depending on the individual and the situation, these factors might have different impacts on behavioural intention (Miller, 2005). It further explains that the factor of attitudes and subjective norms have two components each that influence behaviour intent. The two components of attitudes are evaluation and strength of beliefs; while subjective norms are made up of the components of normative beliefs and motivation to comply (Fishbein & Ajzen, 1975).

Invariably, reasoned action theory is concerned about how the introspective consideration of societal norms and personal values impact on the individual`s decision-making process and eventual behaviour.

References

Rogers Gillrnore, Mary; Archibald, Matthew; Morrison. Diane; Wiisdon, Anthony; Wells, Elizabeth; lioppe, Marilyn: Nahorn, Deborah; Murowehick, Elise (November 2002). “Teen Sexual Behavior: Applicability of the theory of Reasoned Action’. Journal of Marriage and Family (Volume 64).

Miller, K. (2005) Communication Theories: Perspectives, Processes and Context. New York City: Mcgrawhill Education.

Ajzen, I. & Madden, T. (1986) Prediction of Goal-Directed Behaviour: Attitudes, Intentions and Perceived Behavioural Control. Journal of Experimental Social Psychology

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley

The Author

Chinenye Nwabueze

He is a Senior Lecturer in the Department of Mass Communication, Chukwuemeka Odumegwu Ojukwu University, COOU, (formerly Anambra State University), Igbariam Campus.

Leave a Reply

Your email address will not be published. Required fields are marked *

MassMediaNG © 2018
%d bloggers like this: