The Theory of Reasoned Action

(Adapted from Understanding Attitudes and Predicting Human

Behavior, I. Ajzen and M. Fishbein, 1980. Prentice
Hall, Englewood New Jersey)
Communication and outreach theories can help us to develop our
outreach programs by giving us a clear picture or understanding of
human communication and human behavior. Ajzen and Fishbein
developed a versatile behavioral theory and model in 1980 called the
Theory of Reasoned Action. This theory details the factors and inputs
that result in any particular behavior. Very simply, the model looks like
this:
Attitude

Intention

Behavio

r
In this theory, a persons attitude toward a behavior consists of 1)
a belief that that particular behavior leads to a certain outcome and 2) an
evaluation of the outcome of that behavior. If the outcome seems
beneficial to the individual, he or she may then intend to or actually
participate in a particular behavior. Also included in ones attitude
toward a behavior is their concept of the subjective norm.
Subjective norm is a persons perception of what others around
them believe that the individual should do. In its purest essence,
subjective norm is a type of peer pressure. Whether or not a person
participates or intends to participate in any behavior is influenced
strongly by the people around them. These people may include friends
or a peer group, family, co-workers, church congregation members,
community leaders and even celebrities. A belief that Ted Nugent is a
good rocker and an advocate of responsible hunting can influence ones
attitude toward hunting and may lead them to participate in responsible
hunting behaviors.
People may also be inclined (or not inclined) to participate in a
behavior based upon their desire to comply with others. Laws or rules
prohibiting a behavior may have an impact on ones attitude toward
participating in a behavior. Strict drunk-driving rules in the State
of Michigan along with a desire to comply with laws can lead a person to
believe that they will be punished should they participate in that
behavior. They may also develop a negative attitude toward drunk
driving and a strong intention not to act in that manner.
Ultimately, ones attitude toward a behavior can lead to an intention
to act (or not to act as the case may be). This intention may or may not

lead to a particular behavior. Each year, on January 1, millions of

Americans with an attitude that weight loss will improve their health
intend wholeheartedly on losing weight. Several will begin behaviors to
implement this change. Others will never move past the intention stage.
In its final, more complex form, the model for the Theory of
Reasoned Action may look something like this: