Theory Of Reasoned Action/ Theory Of Planned Behavior: University Of Michigan School Of Public Health

• Theory of Reasoned Action/ Theory of Planned Behavior

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Theory of Reasoned Action

Behavioral Beliefs Evaluations of Behavioral Outcomes

Attitude Toward Behavior Behavioral Intention

Normative Beliefs

Subjective Norm

Motivation to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Behavior

Attitude Toward Behavior

Belief about the outcomes of the behavior

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Evaluation of the outcome

Where did this get started?

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

“Whereas many persons live in great fear and apprehension of some of the more formidable and notorious diseases, I shall set down how many died of each: that the respective numbers, being compared with the total... those persons may the better understand the hazard they are in.” John Graunt, 1620-1674

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Daniel Bernoulli (17001782): “Ever since mathematicians first began to study the measurement of risk, there has been general agreement on the following proposition:

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Expected values are computed by multiplying each possible gain by the number of ways in which it can occur, and then dividing the sum of these

“the utility ... is dependent on the particular circumstances of the person making the estimate... There is no reason to assume that... the risks anticipated by each [individual] must be deemed equal in value.”

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Health Belief Model

Demographics, SES, Personality

Perceived susceptibility and severity of disease

Perceived threat of disease

Cues to action

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Perceived benefits minus barriers

Likelihood of behavior change

Health Belief Model

Demographics, SES, Personality

Perceived susceptibility and severity of disease

Perceived threat of disease

Cues to action

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Perceived benefits minus barriers

Likelihood of behavior change

Subjective Norm

Normative Beliefs

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Motivation to Comply

Attitude Toward Behavior Beliefs about the outcomes of the behavior

Normative beliefs e.g.. “My family wants me to go on a diet”

Evaluation of the outcome

Motivation

“I want to do what my family wants me to do”

Subjective Norm

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Behavioral intention

Behavior

Peer versus adult lead programs:  

Subjective norms: Peer leaders Attitudes: Adult leaders

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Eliciting closed-ended questions: 



Describe the positive or negative reasons for performing the behavior Describe individuals or groups to whom they might listen who are positive or negative about them performing the behavior

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Example of eliciting behavioral beliefs 

What are the advantages or positive outcomes that would result from regular exercise?     

1. Weight management 2. Feel better 3. Increase self-confidence 4. Improve cardio health 5. More energy

The Theory of Reasoned Action (TRA):

Behavioral Beliefs

Evaluations of Behavioral Outcomes

Attitude Toward Behavior Behavioral Intention

Normative Beliefs

Motivation to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Subjective Norm

Behavior

Example of eliciting behavioral beliefs 

What are the disadvantages or negative outcomes that would result from regular exercise?     

1. Time consuming 2. Painful 3. Smelly 4. Injury 5. Get poor

The Theory of Reasoned Action (TRA):

Behavioral Beliefs

Evaluations of Behavioral Outcomes

Attitude Toward Behavior Behavioral Intention

Normative Beliefs

Motivation to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Subjective Norm

Behavior

Questionnaire: Example If you exercise regularly, how likely is it that you ___________________________________________? 1

2

3

4

5

6

Extremely unlikely

7

Extremely likely

___________________________________________ is 1

2

3

Extremely bad

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

4

5

6

7

Extremely good

Example of eliciting normative beliefs 

Who are the people or groups you would listen to who are either in favor of or opposed to your regular exercise?     

1. Your physician 2. Partner 3. Peers 4. Family 5. Experts in your life

The Theory of Reasoned Action (TRA): Behavioral Beliefs

Evaluations of Behavioral Outcomes

Normative Beliefs

Motivation to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Attitude Toward Behavior Behavioral Intention Subjective Norm

Behavior

Questionnaire: Example ____________ think I should exercise regularly. 1

2

3

4

5

6

Strongly disagree

7

Strongly agree

Generally, I want to do what _________ thinks I should do. 1

2

3

Strongly disagree

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

4

5

6

7

Strongly agree

Behavioral intention: Example

How likely is it that you will exercise at least three times a week for 30 minutes or longer? 1

2

3

Extremely unlikely

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

4

5

6

7

Extremely likely

Behavior: Example

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

minutes

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Theory of Reasoned Action (TRA): Behavioral beliefs

Evaluations of behavioral outcomes

Attitude toward behavior Behavioral intention

Normative beliefs

Subjective norm

Motivation to comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Behavior

Theory of Planned Behavior (TPB)*: Behavioral beliefs

Evaluations of behavioral outcomes

Attitude toward behavior Behavioral intention

Normative beliefs

Behavior

Subjective norm

Motivation to comply

Perceived behavioral control Coping skills/ resources Perceived/ actual barriers

*Slightly modified, and elaborated upon, by Vic Strecher 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

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

The Health Belief Model (HBM): Individual Perceptions

Modifying Factors Demographics, SES, Personality

Susceptibility and Severity of Disease

Perceived threat of disease

Likelihood of Action Perceived benefits minus barriers

Likelihood of behavior change

Cues to action

The Theory of Reasoned Action (TRA): Behavioral Beliefs

Evaluations of Behavioral Outcomes

Attitude Toward Behavior Behavioral Intention

Normative Beliefs

Subjective Norm

Motivation to Comply

UNIVERSITY OF MICHIGAN SCHOOL OF PUBLIC HEALTH

Behavior