Introduction toTheories of Communication Effects:

The Theory of Reasoned Action

A service of theCommunication Science & Research

Resource Group

Recap: Theory mapMODEL STAGE (Early --> Late)

Messagelearning

Reasonedaction

Sociallearning

Diffusion

Attention…….Comprehension…….Yielding…..Retention……………….. Action

Attitudes Subjective norms.….Intention to act……………………………. Action Perceived control

Attention...Retention...Reproduction...Motivation…………………..Performance

Knowledge……Persuasion...Decision…….Implementation….Confirmation

Attention

Putting it to work

Action

Comprehension

Yielding

Retention

Where is your audience?What can you tell them and how?

Theory of Reasoned Action emphasizes the Yielding stage--other persuasion factors are

worthless if they don’t result in change in Attitudes

Source factorsMessage factorsChannel factorsReceiver factors

Factors in Persuasion

Source factorsMessage factors --> TRA focusChannel factorsReceiver factors

Factors in Persuasion

BeliefsWhat’s a belief?

BeliefsWhat’s a belief? > information about a person, object, or

issue > may be factual or opinion

TRA adds:

“Subjective probability that the object has a given attribute.”

AttitudesWhat’s an attitude?

AttitudesWhat’s an attitude? > positive or negative feeling about a

person, object, or issue

TRA adds:

“Product of beliefs and evaluation of those beliefs.”

Theory of Reasoned Action(Icek Ajzen & Martin Fishbein)

Basic assumptions:

People are rational and thoughtful, not automatic and mindless

People’s behaviors are based on their beliefs about the consequences of the behavior and what they think other people want them to do

Behavior is rational & social

TRA ModelBeliefs that the behavior leads to certain outcomes and evaluation of these outcomes

Beliefs that specific individuals or groups think person should or should not perform the behavior and motivation to comply with the specific referents

Subjective norm regarding the behavior

Attitude toward the behavior

Intention to act Behavior

TRA ModelBeliefs that the behavior leads to certain outcomes and evaluation of these outcomes

Beliefs that specific individuals or groups think person should or should not perform the behavior and motivation to comply with the specific referents

Subjective norm regarding the behavior

Attitude toward the behavior

Intention to act Behavior

Relative importance of attitudinal and normative considerations

TRA ModelPERCEIVED CONSEQUENCES:What will happen if I use FP? Is that good or bad?

SUBJECTIVE NORMS:What does my husband want me to do? How much do I care what he thinks?

SUBJECTIVE NORM: It’s important to do what my husband wants

ATTITUDE:Is use of FP desirable or undesirable?

INTENTION:Should I use FP or not?

BEHAVIOR:Use of FP

Relative importance of consequences and of husband’s opinion

What predicts Behavior?1. Intention to act > Intentions are probabilities

> How likely are you to do B?> Intention is based on

-- How you feel about B (attitudes)-- How you think others feel about B

(subjective norm)-- Weights assigned to attitudes and

subjective norms

What predicts Behavior?1. Intention to act > Intentions are probabilities

> How likely are you to do B?> Intention is based on

-- How you feel about B (attitudes)-- How you think others feel about B

(subjective norm)-- Weights assigned to attitudes and

subjective norms

B ~ I = ƒ [ w1AB + w2SNB)

What predicts Intention?1. Attitude toward the action > Involves your evaluation of the action

> What you think will happen if you do B (beliefs)

> What you think of the consequences (evaluations)

What predicts Intention?1. Attitude toward the action

AB = ƒ [ Σ bi ei)

bi = strength/probability of belief regarding the outcome of B

ei = valence of the outcome of B

Only salient beliefs matter

n

i=1

Example: Nigeria Music ProjectNegative statements elicited from focus groups:

• The practice of family planning will cause a loss of confidence between husband and wife.• A couple that practices family planning will

have more conflict in their marriage• Wives who practice family planning will be

abandoned by their husband for another woman

Nigeria Music ProjectPositive statements elicited from focus groups :

• Family planning helps a couple become responsible parents.• A family that practices family planning is a

happy family.• With family planning, a couple can love one

another with peace of mind.• Family planning will improve one’s standard of

living.• The practice of family planning brings a couple

closer together.

Measuring AttitudesHow certain are you that…?

Family planning will improve one’s standard of livingNot at all Extremely

1 2 3 4 5 6 7 8 9 10

A couple that practices family planning will have more conflict in their marriage

Not at all Extremely 1 2 3 4 5 6 7 8 9 10

e.g., Beliefs--respondent chooses 4 and 8, respectively

Measuring AttitudesHow desirable is it…?To improve one’s standard of living Very undesirable Very desirable

-5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5

For couples to have conflict in their marriage Very undesirable Very desirable

-5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5

e.g., Evaluations--respondent chooses +2 and -3, respectively

Attitude toward FP = Standard of living + Conflict= (4 x 2) + (8 x -3) = -16i.e., attitude will be negative

What predicts Intention?2. Subjective Norm toward the action > Involves your assessment of what

people who are important to you think you should do about B> Whether you think your significant

others approve or disapprove of your doing B

> How strongly you feel compelled to comply with what your significant

others desire

What predicts Intention?2. Subjective Norm toward the action

SNB = ƒ [ Σ bi mi)bi = strength/probability of belief that

others support/oppose Bmi = strength of motivation to comply with

significant others

Only significant others matter

n

i=1

Identifying significant othersIf you considered adopting family planning,

there might be individuals or groups who would think you should or should not do so. If any come to mind, please list them below:

• My husband• My mother• My brother• My doctor• My church• My friends• My community

Measuring Subjective NormsMy church thinks... I should not Should

-5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 …practice family planning

My husband thinks... I should not Should

-5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 …practice family planning

e.g., Beliefs--respondent chooses -3 and +1, respectively

Measuring Subjective NormsIn general, how much do you want to do what your

church thinks you should do... Not at all Extremely

1 2 3 4 5 6 7 8 9 10In general, how much do you want to do what your

husband thinks you should do...Not at all Extremely

1 2 3 4 5 6 7 8 9 10e.g., Motivation to comply--respondent chooses 2 and 9,

respectively

Subjective norm = Church + Husband= (-3 x 2) + (1 x 9) = +3i.e., SN will be supportive

Using Reasoned ActionIdentify motives for action• What are the advantages and disadvantages of a

behavior?

Identify messages that can change attitudes• change beliefs about consequences of B• change evaluations about consequences of B• change subjective norms• change motivations to comply with subjective norms

To identify target audiences• primary (those you want to influence)• secondary (significant others of those you want to

influence

Next Week:

Social Learning TheoryLearning through observation and practice

Looking ahead