Table of Contents
Last updated February 14, 2001
SPRING 2001 THEORY WORKBOOK
Theory of Reasoned Action
Explanation of Theory:
This theory is designed to make statistical generalizations predicting people's behavior. People make conscious choices based on two factors: 1. how strongly they perceive the benefits to lead to a positive outcome, and 2. the social norms, risks, and rewards they associate with that choice. This theory predicts the attitudes and behaviors of large groups of people.
Theorists: Fishbein and Azjen
Fishbein, M., and I. Azjen. 1975. Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Theory of Reasoned Action basically discusses how people decide to perform
a certain behavior. The theory reasons that people consider their
actions before they decide to perform or not perform a certain behavior.
Intention is a major component of this theory. The Theory of Reasoned
Action assumes that individuals
We believe that the Theory of Reasoned Action is a scientific theory. Our belief is based on each of the theoryís metatheoretical assumptions. Here is a brief list of our findings...
This theory is comprised of mainly one truth because it applies to most
We feel that the Theory of Reasoned Action is definitely rooted in the scientific perspective because this theory has the ability to explain and predict the behaviors it involves. Therefore, we used Chaffee and Bergerís Scientific Criteria for this analysis.
Power: Strong; this theory has the ability to provide plausible explanations
for the phenomena it involves. However, we donít feel that the range
of phenomena explained is very great.
to these criteria, the theory of Reasoned Action is a solid and effective
Ideas and Implications:
One possible implication for this theory would be to use the framework to analyze why adolescents decide to use or not use drugs.
the framework of the Theory of Reasoned Action, one could study the intentions
of adolescents towards using or not using a particular drug such as marijuana.
The study could look at how different populations of adolescents view the
behavior of smoking marijuana and how these same populations perceive the
social pressures surrounding this
Azjen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.
Mullen, P.D., Hersey, J.C., & Iverson, D.C. (1987). Health behavior models compared. Social Science Medicine, 24(11), 973-981.
Salazar, M.K. (1991). Comparison of four behavioral theories: A literature
Location in Eight (8) Primary Communication Theory Textbooks:
Anderson, R., & Ross, V. (1998). Questions of communication: A practical introduction to theory (2nd ed.). New York: St. Martin's Press. N/A
Cragan, J. F., & Shields, D.C. (1998). Understanding communication theory: The communicative forces for human action. Boston, MA: Allyn & Bacon. N/A
Griffin, E. (2000). A first look at communication theory (4th ed.). Boston, MA: McGraw-Hill. N/A
Griffin, E. (1997). A first look at communication theory (3rd ed.). New York: McGraw-Hill. N/A
Infante, D. A., Rancer, A. S., & Womack, D. F. (1997). Building communication theory (3rd ed.). Prospect Heights, IL: Waveland Press. N/A
Littlejohn, S. W. (1999). Theories of human communication (6th ed). Belmont, CA: Wadsworth. N/A
West, R., & Turner, L. H. (2000). Introducing communication theory: Analysis and application. Mountain View, CA: Mayfield. N/A
Wood, J. T. (1997). Communication theories in action: An introduction.
Belmont, CA: Wadsworth. N/A