Presented by Brian Lassen
Estonian University of Life Sciences
Theory of Reasoned Action (TORA) and Theory of
Planned Behaviour
Journal Club of Life Sciences
February 2010
Feedback from NOSOVE course Feedback from NOSOVE course 25-27 November 200925-27 November 2009
Uppsala, SwedenUppsala, Sweden
Theory of Reasoned Action (TORA) and Theory of
Planned Behaviour (TpB)
Climate Change and the Potential Range Expansion of the Lyme Disease Vector Ixodes
scapularis in Canada
History
First introduction:Fishbein (1967): Readings in Attitude Theory and Measurement
Formalised:Fishbein and Aijzen (1975): Belief, Attitude, Intention and Behaviour: An introduction to Theory and Research
Definitive book:Aijzen and Fishbein (1980): Understanding Attitudes and Predicting Social Behaviour
From presentation by Chris Garfoth
Climate Change and the Potential Range Expansion of the Lyme Disease Vector Ixodes
scapularis in Canada
What is TORA and TpB?
Statistical model that use quenstionnaires to find correlation between explained intents and beliefs and actual behavior.
• Economists (agricultural economics, marketing) • Sociology (rual sociology)
• Antropology• Psycology
• Social Psycology• Medicine
• Veterinary Sciences
Who use TORA and TpB?
From presentation by Chris Garfoth
From presentation by Chris Garfoth
What can TORA and TpB be used for?
Adressing questions: - About welfare• Standard of living• Poverty (how to measure it, what causes it, comparing between people)• What effect does different policies have on welfare?
Adressing behaviour• Why do people behave the way they do?• How do other people influence the way we behave?• What type of farmers are likely to adopt new technology/advice
From presentation by Chris Garfoth
Key assumptions in TORA
„Human behavior is rational“„Human behaviours have a common structure and can therefore be predicted“„Explaining any human behaviour requires examining determinant of intentions: attitudes and beliefs.“
Theory of Reasoned Action (TORA)
Behavioural Beliefs
NormativeBeliefs
Attitude Towards
the Behaviour
SubjectiveNorm
Intention
BehaviourCopyright © Icek Azin 2002
B = γ1Σbs
ioe
i + γ
2Σnb
jme
j
Behaviour (B) = Behaviour intentbs = belief strength (behaviour → outcome?)oe = outcome evaluation (good/bad)
nb = normative beliefs (should/should not)mc = motivation to comply (willingness)
bs
oe
nb
mc
Theory of Planned Behaviour (TpB)
Behavioural Beliefs
NormativeBeliefs
ControlBeliefs
Attitude Towards
the Behaviour
SubjectiveNorm
PerceivedBehavioral
Control
Intention
BehaviourCopyright © Icek Azin 2002
B = γ1Σbs
ioe
i + γ
2Σnb
jme
j + γ
3Σcb
kpb
k
Behaviour (B) = Behaviour intentbs = belief strength (behaviour → outcome?)oe = outcome evaluation (good/bad)
nb = normative beliefs (should/should not)mc = motivation to comply (willingness)
cb =control belief (belief → change behaviour)pb = power of control belief (subjective evaluation of cause → effect)
bs
oe
nb
mc
cb
pb
Theory of Planned Behaviour (TpB)
Behavioural Beliefs
NormativeBeliefs
ControlBeliefs
Attitude Towards
the Behaviour
SubjectiveNorm
PerceivedBehavioral
Control
Intention
BehaviourActual
BehaviourControl Copyright © Icek Azin 2002
B = γ1Aact + γ
2SN + γ
3PBC
Behaviour (B) = Behaviour intentAact = Attitude – postitive/negative evaluation of performing behaviour
SN = Subjective Norm – persons perception of the social pressures on him/her to/not to perform behaviour
PBC = Percieved behavioural control – pervieved ease/difficulty of performing a behavour
Follow up control after initial questionnaire: Actual Behaviour Control – correlation between stated intent and actual intent.
bs
oe
nb
mc
cb
pb
Example of phrasing a question for TORA
Behaviour being examined: Using disinfectant to prevent disease in pigs when cleaning
Action in question: Disinfecting
Target of question: Disinfectant
Context in which to view question:Cleaning living areas for pigs
Time: Within monthly hygiene practices
Important to avoid changes in behaviour over time
Examples of TORA questionsBehavioural Beliefs and Attitude towards Behaviour
Intention of behaviour (bs):„How strong is your intention to strictly follow the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“
Very strongly (+2), Strongly (+1), Undecided (0), Not so strong (-1), No intention (-2)
Emotive measure (oe):„In your opinion how good or bad would it be to strictly follow the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“
Very good (+2), good (+1), Don't know (0), bad (-1), very bad (-2)
Calculated attitude = intention of behaviour (bs) x emotive measure (oe)Value: 4 to -4
Behavioural Beliefs
Attitude Towards
the Behaviour
bs
oe
Examples of TORA questionsSubjective Norm
The stated subjective norm:„Would people who you respect in the farming industry be supportive or opposed if you adopted the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“
Very supportive (+2), supportive (+1), Don't know (0), opposed (-1), very opposed (-2)
Motivation to comply (mc):„How strongly motivated would you be to comply with your veterinarian if he/she ask you to strictly follow the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“
Very motivated (+2), motivated (+1), Don't know (0), not very motivated (-1), not at all motivated (-2)
Motivation to comply = normative belief (nb) x motivation to comply (mc)Value: 4 to -4
The calculated subjective norm (nb):„How strongly do you feel the would agree with your veterinarian in adopted the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“
Strongly agree (+2), agree (+1), Don't know (0), diagree (-1), strongly disagree (-2)
NormativeBeliefs
SubjectiveNorm
nb
mc
Statistical application (TORA)Spearman coefficient correlations (r)
Attitude sb x oe
Mean: 3.78Range (+36 to -36)
Subjective Normnb x mc
Mean: 0.36Range (+2 to -2)
IntentionMean: -0.66
Range (+2 to -2)
BehaviourMean: 0.36
Range (0 to 1)
r=0.261(*)
r=0.343(***)
r=0.387(***)
In example Subjective norm is more
important than the attitude
Ranked influenceal „drivers“• Cost effective (range +4 to -4) (***)• Improve mortality rates (range +4 to -4) (***)• Improve health (range +4 to -4) (***)• Effective for all ages (range +4 to -4) (**)
One significant subjective norm
From presentation by Chris Garfoth
Behavioural Beliefs
Attitude Towards
the Behaviour
bs
oe
NormativeBeliefs
SubjectiveNorm
nb
mc
Application of questions
Survey questionnaires1. Answerable in 15 minutes2. Behaviours addressed kept to a minimum of 33. Keep the number of referents and outcome beliefs to a manageable number4. Stated subject norm should only be applied to specific behaviours5. Pay particular attention to the layout of the questionnaire.
Running veterinary research with TORA
DAHREVA A study aiming to improve the health recording systems.
Assessment of the validity of the dairy health recording systems in the Nordic countries (funding: NKJ – 127), *
PhD students Cecilia Wolff – SwedenMari Espetvedt – Norway Simo Rintakoski – FinlandAnn-Kristina Lind - Denmark
Top Related