Reasoned Action Theory Flashcards

1
Q

Reasoned action theory

A

intention is the single predictor to carry out a voluntary behavior

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2
Q

What are the four primary determinants of the RAT?

A

Ab- attitude towards behavior
IN- injunctive norm
DN- descriptive norm
PBC- perceived behavioral control

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3
Q

Attitude toward behavior (Ab): definition, difference from attitude toward the object, how to assess it, two determinants

A
  • general evaluation of the behavior
  • while attitude toward the behavior is the evaluation of the act of buying a product, attitude toward an object is evaluation of the product
  • assess it by respondents answering different scales- good-bad, desirable-undesirable, helpful- unhelpful
  • bi- strength of existing belief
  • ei- evaluation of belief
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4
Q

Injunctive norm (IN): definition, how to assess it, its two factors, difference from descriptive norm

A
  • person’s perception of whether other people who are important to them think they should/ shouldn’t do the behavior
  • there are two factors that make up the injunctive norm:
    1. normative belief attributed to important person: My mom believes I (should——shouldn’t) bring the bike to NU.
    2. motivation to comply with important other: Generally speaking, do you want to do what mom is saying? (comply—–not comply)
  • while the injunctive norm is based on person’s perception of whether people who are important to her think she should/ shouldn’t do behavior, descriptive norm is based on person’s perception if a lot of people perform the behavior
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5
Q

Perceived behavior control (PBC): definition, questionnaire, how its different from other 3 components

A
  • perceived behavioral control is a person’s perception of how easy or difficult it is to perform a behavior. Do I have control over it?
    Can assess it with questions with scale:
  • How easy is it to perform this behavior?
    very easy———not easy at all
  • If I wanted to perform this behavior, I easily could.
    strongly agree——strongly disagree
  • How much control do you have over this behavior?
    complete control—-absolutely no control
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6
Q

Do the 4 components influence intention equally?

A
  • No. If PBC is too low, then none of the other 3 components make a difference in influencing intention
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7
Q

How can we assess the relative weights of Ab, IN, DN, PBC?

A
  • no way to assess weights for single person, but can do it systematically for a group of people
  • Look at the correlation between the 4 components and intention. The components that are more strongly correlated with intention receive higher weights
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8
Q

What does research evidence suggest about predictability of intention from four components?

A

Evidence suggests that intention is influenced by these 4 factors. Therefore RAT is very trustworthy and predicts intention well.

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9
Q

How do you assess the belief strength and belief evaluation of Ab?

A
  • belief strength- providing statements, and having respondent fill out numerical scale with bipolar adjectives: true-false, likely-unlikely
  • belief evaluation- semantic differential evaluative scales . Good-bad, favorable-unfavorable
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10
Q

How can you influence Attitude toward behavior?

A
  • increase belief strength of existing positive belief, decrease belief strength of existing negative belief
  • (belief evaluation) increase favorability of existing positive belief and negative belief
  • add new positive salient beliefs, reconfigure salient beliefs to make positive dormant ones salient
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11
Q

What are the determinants of IN? How can they be assessed?

A
  • motivation to comply: Generally speaking, how much do you want to comply with what mom is saying? a lot—not at all
  • normative belief attributed to person: Mom thinks I should—-shouldn’t be independent.
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12
Q

How can you influence injunctive norm?

A
  • change normative belief attributed to person
  • change motivation to comply
  • influence views of salient other
  • introduce new salient referent
  • change salience of existing referents- make one dormant, make one salient
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13
Q

Descriptive norm: definition, determinants, messages used for

A
  • you’re influenced by what other people are doing
  • we don’t know the determinants
  • messages: tax complaint, recycling, voting
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14
Q

Descriptive norm: how to influence it, ways influencing it doesn’t always work

A

Influence it

  • tell them what other people are doing
  • influence what other people are doing/communicating

How it isn’t always successful

  • referent group may not be appropriate
  • information may not be plausable/ believable
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15
Q

Perceived behavioral control: definition, determinants, messages used for

A
  • you’re influenced by how easy or hard a behavior is
  • we don’t know the determinants
  • recycling, voting
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16
Q

How to influence Perceived behavioral control

A
  1. Removing obstacle to behavior
    - informational obstacle
    - substantive/material obstacle
  2. Inducing successful performance of behavior
    - “If I’ve done it before, practiced, trained, I can do it again.”
  3. Exposing person to vicarious success of behavior
    - “If they can do it, so can I.”
17
Q

When can you change the relative weights of components of reasoned action theory to influence intention? Which components? Under what conditions does it work? Is this strategy widely applicable?

A
  • usually, we don’t have to change relative weights of components because they’re positively correlated (all are negative, or all are positive)
  • but, if we want to influence intention, we change the emphasis/ weighting on IN, DN, or Ab
  • Ex- I’m don’t have the intention of climbing mount everest even though everyone is (DN), and mom and dad think I should do it (IN), but I don’t think it’s a good idea (Ab). I’m putting more emphasis/ weight on Ab
  • If I want to make myself climb mount Everest, I don’t need to change my attitude toward climbing it. I merely need to put more emphasis on DN and IN, and less emphasis on Ab
18
Q

What three factors influence how behavioral intention corresponds to behavior?

A
  1. How you measure intentions and assess their behavior
  2. Temporal Stability of Intentions
  3. Explicit planning
19
Q

How does measuring intentions and assessing behavior influence how behavioral intention corresponds to behavior?

A
  • the more specific you are with how you measure your intentions (Diet coke, rather than cola) makes correlation between behavioral intention and behavior stronger
  • For example, you you ask people whether they’re likely to drink a cola. The next day, you ask them in a survey, did you drink a Diet Coke. Here, we’d expect a weaker correlation because of how we assessed differently intentions and behaviors.
20
Q

How does temporal stability of intentions influence how behavioral intention corresponds to behavior?

A
  • temporal instability- the instability of our intentions over time
  • predicted value of behavioral intention will decrease over time
  • certain intentions (ones that are important to us) are more stable
21
Q

How does explicit planning influence how behavioral intention corresponds to behavior?

A
  • specifies when and where you’re going to perform an action
  • planning doesn’t increase PBC
  • turns abstract intention into something concrete
22
Q

Under what conditions is the relationship between behavioral intention and behavior the strongest?

A
  • specific way to measure intentions
  • short time between intention and behavior
  • intention is important to you
  • explicitly plan