Attitudes influence us when processing information from the environment. Many times, they also guide the decisions we make at a behavioral level. Today we will learn about the most influential and well-known model for predicting behavior based on attitude. This is Fishbein and Ajzen’s theory of reasoned action (1975).
There are different factors that exert diverse influences on behavior, and that strengthen or attenuate the relationship between attitude-behavior. Therefore, we are going to learn about the aforementioned theory, as well as some others.
The position that a person adopts on a bipolar evaluative or affective dimension with respect to 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) behaviors.
The model aims to predict behavior. It is unidimensional, that is, it focuses on a single component (considered essential) which is the evaluation of attitude to determine behavior. In any case, consider other relevant variables, as we will see later.
Elements of the theory of reasoned action
According to this model, the behavior is directly determined by behavioral intention. This is the ultimate and immediate determinant of the behavior, which leads the person to execute it or not.
Behavioral intention, in turn, is determined by two variables, which are the following:
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 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 norm
It is the judgment that the subject makes about the probability that important or relevant people for him expect that the subject himself will show the behavior to be predicted.
It depends on two more variables: normative beliefs and the motivation to conform to them.
Normative beliefs are what other relevant people expect the subject to do. The motivation to accommodate these beliefs is the degree to which the subject pays attention to what people who are relevant to him or her think he or she should do.
According to the theory of reasoned action, if normative beliefs are powerful and the motivation to conform to them is zero, the subjective social norm will have no influence on the intention to perform such behavior. This is because the final product of the two variables would be zero.
Empirical support for this theory in predicting behavior is considerable, according to various studies carried out. In any case, there are other authors, such as Bentler and Speckart, who have proposed other factors in addition to these to explain behavior.
They propose that habits directly influence behavior, and that the mediation of attitudes or norms is null.
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 behavioral control. This unites attitude and behavior.
Thus, the ease or difficulty of the subject in performing 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: implementation intentions or putting into practice
This author proposes that behavioral intentions predict behavior better when they are accompanied by implementation intentions or plans in relation to the when and where the desired behavior will be initiated.
This new contribution is especially useful when the behavior is not something concrete but rather an action that implies continuity over time (for example, learning a new language).
These intentions are called “chronic intentions”, that is, intentions that we have had for a long time but that have never led us to initiate such an action. Thus, for the subject to finally take action, 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 weakly predict behavior when there are powerful factors in the environment. That is, the greater the environmental influence, the less it influences the individual’s individual behavior.
In any case, one of the main environmental conditions is the social norm, which often determines “how we should act.”
I’m Emily Williams Jones, a psychologist specializing in mental health with a focus on cognitive-behavioral therapy (CBT) and mindfulness. With a Ph.D. in Psychology, my career has spanned research, clinical practice and private counseling. I’m dedicated to helping individuals overcome anxiety, depression and trauma by offering a personalized, evidence-based approach that combines the latest research with compassionate care.
