(2026 Exams) Theory of Reasoned Action

Q: Sheppard et al. (1988)

__Sheppard et al. (1988)__ conducted a meta-analysis studying theory of reasoned action (TRA).

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The Theory of Reasoned Action (TRA)

Theory of reasoned action (TRA), which developed into theory of planned behaviour (TPB), can be used to understand how to support people to change their behaviour, specifically addiction.

History of the theory

Fishbein and Ajzen (1975) developed a theory of reasoned action (TRA).
The theory can be used to predict an individual’s behaviour by their intention.
Later, Ajzen (1991) added a third part, creating the theory of planned behaviour (TPB) which was an improvement.

Intention

Fishbein and Ajzen developed theory of proposed action (TRA) in 1975 as a model of behaviour.
Essentially, an individual’s behaviour can be predicted by their intention.
- For example, an alcoholic giving up alcohol (the behaviour) can be deemed successful (prediction) if they have intent to do so.
Intention has two important factors that will be discussed in the next slides.

Attitude to behaviour

These attitudes are moulded by two things: beliefs and judgements.
- People will have beliefs about the potential outcomes of the behaviour.
  - E.g. they believe that quitting alcohol could save money and improve their health.

Attitude to behaviour cont.

A person will make a judgement about the potential outcomes.
- E.g. will the outcome be positive or negative? Is it likely to happen?
Quitting alcohol will be a positive outcome, but the person may perceive it to be unlikely.

Subjective norms

The subjective norms are made up of two parts: expectation of social consequences and motivation to follow the norms.
- Social consequences are how the individual’s friends and family will perceive the outcome.
  - E.g. the addict could expect that people will be happy they have quit.
  - Or the addict could believe that people will think they are boring if they do not drink alcohol.

Subjective norms cont.

Motivation to follow these norms is the underlying reason for why people pursue the social consequences.
- E.g. if the addict wants to quit, they are motivated by the fact that it may make their family happy.
- In the situation where they believe people may find them boring, the addict is motivated by a desire to be popular.

Sheppard et al. (1988)

Sheppard et al. (1988) conducted a meta-analysis studying theory of reasoned action (TRA).

Sheppard et al. (1988)

Sheppard et al. (1988) conducted a meta-analysis of TRA.
They found that TRA was able to predict people’s intentions and behaviours.

Strengths

TRA is able to predict people’s intentions and behaviours.
Importantly, TRA can be useful in being able to help alter these intentions and behaviours.

Limitations

A critique of TRA would be that it disregards other factors, such as the individual’s habits and emotions.
- These two factors are also important in creating intentions.