Attitudes influence us when it comes to processing information from the environment. Many times, they also guide the decisions we make at a behavioral level. Today we will know the most influential and known model of predicting behavior from attitude. It is the theory of reasoned action of Fishbein and Ajzen (1975).

There are different factors that exert different influences on behaviour, and that strengthen or attenuate the relationship between attitude and behaviour. Therefore, we are going to know the mentioned theory, as well as some others.

Characteristics of the Fishbein and Ajzen model

The position that a person adopts on an evaluative or affective bipolar dimension regarding an object, action or event, is what we know as attitude (Fishbein, 1967).

The theory of reasoned action is a model of rational decision-making, that is, establishes that behavior is the result of a rational and deliberative process . The final action is reached through a process that involves several steps. For these reasons, the model is limited to explaining volitional (voluntary) behaviour.

The model aims to predict behaviour . It is one-dimensional, that is, it focuses on a single component (considered essential) that is the assessment of attitude to determine behaviour. In any case, it considers other relevant variables, as we will see later on.

Elements of the theory of reasoned action

According to this model, behavior is directly determined by behavioral intention . This is the ultimate and immediate determinant of the behaviour, which leads the person to execute it or not.

Behavioral intent, in turn, is determined by two variables, which are as follows:

Behavioral attitude

The behavioral attitude consists of the positive or negative evaluation of the subject to develop such behavior . It is determined by subjective probability and by subjective desirability.

Subjective probability is the probability we perceive that a certain behavior will lead to a certain consequence. Subjective desirability is the subject’s desire for a certain consequence to occur.

Subjective standard

It is the judgment that the subject makes about the probability that important or relevant people for him will expect the subject himself to show the behavior to be predicted.

It depends on two more variables: normative beliefs and the motivation to accommodate them .

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Normative beliefs are what other people relevant to the subject expect the subject to do. The motivation for accommodating such beliefs is the degree to which the subject listens to what the relevant people think he should do.

Implications of the theory

According to the theory of reasoned action, if normative beliefs are powerful and the motivation to accommodate them is zero, the subjective social norm will not influence the intention to perform such behaviour. This is because the final product of the two variables would be zero.

The empirical support for this theory to predict behavior is considerable , according to several studies. However, there are other authors, such as Bentler and Speckart, who have proposed other factors in addition to these to explain behavior.

They argue that habits directly influence behaviour, and that there is no mediation of attitudes or rules.

New contributions to the theory of Fishbein and Ajzen

In recent years, new contributions have emerged in relation to this theory. The most important have been two.

Theory of planned action (Ajzen and Madden, 1986)

This is an extension of the model that adds a new component: perceived behavioural control . It links attitude and behaviour.

Thus, the ease or difficulty of the subject to perform the behavior is taken into account.

That is, with this new contribution, the intention will depend on three elements: attitude, subjective norm and perceived behavioral control.

Gollwitzer: intentions for implementation or enforcement

This author states that behavioral intentions better predict behavior when they are accompanied by implementation intentions or plans regarding when and where the desired behavior will start .

This new contribution is especially useful when the behavior is not something concrete but an action that implies continuity in time (for example, learning a new language).

These intentions are called “chronic intentions”, i.e. intentions that have been held for a long time but have never led to such action. Thus, for the subject to finally take action, the implementation intentions will be necessary.

Attitudes, Individual and Environment

We have seen how attitudes are closely related to individual behavior. In relation to this, we can affirm that these will predict in a weak way the behavior when in the environment there are powerful factors . That is, the greater the environmental influence, the less the individual’s behaviour is influenced.

In any case, one of the main environmental conditions is the social normal, which often determines “how we should act”.

Bibliographic references:

  • Reyes, L. (2007). The theory of reasoned action: implications for the study of attitudes. Duranguense Educational Research, No. 7.
  • Hogg, M. and Graham, M. (2010). Social psychology. Editorial: PANAMERICANA