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Semelhante a Theory of reasoned action
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Theory of reasoned action
- 1. Paul Buckley Public Relations Theory
Notas do Editor
- The theory of Reasoned Action was developed by Martin Fishbein and Icek Ajzen in 1975. The theory says that a persons behavioral intention depends on the persons attitude about the behavior and the subjective norms. The theory states that a persons voluntary behavior is predicted by their attitude toward that behavior and how he or she thinks other people would view them if they performed the behavior.
- The two concepts of this theory are attitude and subjective norms. The theory of Reasoned Action says that attitude towards a behavior and subjective norms are the two main predictors of behavioral intention. Attitude refers to the individuals beliefs about the value equated with doing a behavior. The subjective norm refers to the importance an individual puts on what other people value. The behavioral intention is the combination of the two and predicts actual behavior.
- The validity of the behavioral intention is based upon the commonality between the measure of intention and behavior.
- The theory of reasoned action has impacted health communications campaigns. Such campaigns include STD prevention, HIV/Aids prevention, applying this theory to health fitness behaviors, to wean of the use of tobacco products, and also to help with drinking problems.