2. THEORY OF REASONED ACTION 1Health Behavior CHAPTER 5

3. INTRODUCTION The roots of theory: Socio - psychologyExplain how and why attitude influence behavior 1872, Charles Darwin  the study about the attitude toward behavior, define the attitude as the expression of physical and emmotion 1930, the psychologist  attitude as a source of emotion or cognitive with the behavior component, both verbal or non verbal 2Health Behavior CHAPTER 5

4. Gordon Allport, 1935  attitude and behavior concept are multidimensional than one-dimensional. Multidimensional concept include belief about attitude, feeling about attitude, and tendency toward an object The end of 1960, socio psychologist  the theory that explain the relation between attitude and behavior  Theory of Reasoned Action (Martin Fishbein & Icek Ajzen, 1967, 1970, 1975) INTRODUCTION 3Health Behavior CHAPTER 5

5. THEORY OF REASONED ACTION The theory used to many kind of behavior, especially in socio-psychology The theory focus on intention variable An intention determined by the attitude, subjective norm and important norm 4Health Behavior CHAPTER 5

6. Theory of Reasoned Action The individual behavior determined by attitude toward behavioral outcome and public opinion Ajzen & Fishbein (1980)  behavior was influenced by intention to shape the behavior and the intention is a function of attitude of behavior and subjective norm 5Health Behavior CHAPTER 5

7. THE THEORY OF REASONED ACTION Behaviour Intention Behaviour Intention Important norms Important norms Attitudes towards The behaviour Attitudes towards The behaviour Subjective Norms Subjective Norms Believe about outcomes Evaluation of these outcomes Believe about outcomes Evaluation of these outcomes Believe about important other’s Attitudes to the Behaviour Motivation to comply with important others Believe about important other’s Attitudes to the Behaviour Motivation to comply with important others 6Health Behavior CHAPTER 5

8. BEHAVIOR Is the transition of intention into an action or practice 7Health Behavior CHAPTER 5

9. INTENTION / WILLINGNESS Is a probability as a basic of someone/ subject who will produce a behavior Those variables must significantly influence to attitude or normative belief component and its weight. These factors include demographic variables and characteristic of personality 8Health Behavior CHAPTER 5

10. ATTITUDE IS THE RESULT OF CONSIDERATION Belief about cost and benefits of the behavior (outcome of the behavior) Belief about consequences that occur (evaluation regarding the outcome) 9Health Behavior CHAPTER 5

11. Subjective norm influenced by: Personal belief toward How and What people think that considering as important Personal motivation to follow that important person 10Health Behavior CHAPTER 5

12. Important Norm Beside the attitude and Subjective norm, important norm in social group is also an important indicator toward measurable behavior 11Health Behavior CHAPTER 5

13. ATTITUDE Built by the trust/ belief that acquired during the life, come from the direct experience, external information and the conclusions / another assumption / self development Even so, just a few belief that really influence toward attitude, specific belief, direct determinant to personal attitude 12Health Behavior CHAPTER 5

14. BELIEVE ABOUT OUTCOMES, EVALUATION OF THESE OUTCOMES If the individual has positive beliefs about behavior outcome, they will have a positive attitude toward behavior, and so the opposite. Beliefs based on probability of trends on behavioral outcome, it called as strength of belief 13Health Behavior CHAPTER 5

15. SUBJECTIVE NORM Is beliefs about what individual think about the behavior Perception of how other (include the family and friends will accept the behavior/ normative belief and disagreement of what affect behavior is (motivation to comply) 14Health Behavior CHAPTER 5

16. SUBJECTIF NORM There are two factors that influence the subjective norm : Personal belief toward How and What was the people think about something important Individual motivation to comply/ follow the important person Subjective Norm just have been formed in opinion relation that will consider by individual to become important or not 15Health Behavior CHAPTER 5

17. IMPORTANT NORM The social norm that believed by society or social environment where the person is 16Health Behavior CHAPTER 5

18. APPLIED OF THE THEORY OF REASONED ACTION Having sex I will Having sex with… I will Having sex with… In university, free sex Is something normal In university, free sex Is something normal I agree to have sex with My boy/girlfriend I agree to have sex with My boy/girlfriend Subjective Norm: Having sex with her/him boy/girlfriend may be done Subjective Norm: Having sex with her/him boy/girlfriend may be done BELIEF: Sex fulfillment Free cost, economic benefit Faithful  affection BELIEF: Sex fulfillment Free cost, economic benefit Faithful  affection I belief that “my boy/girl friend regarding sex is form of faith Motivation to comply with her/him boy/girlfriend I belief that “my boy/girl friend regarding sex is form of faith Motivation to comply with her/him boy/girlfriend 17Health Behavior CHAPTER 5

19. Community regarding that small family is modernity Agree toward contraception Agree toward contraception Subjective Norm: Contraception is woman responsibility Subjective Norm: Contraception is woman responsibility belief: With family planning, family welfare is guaranteed (+++++) Contraception will make obesity (-) Contraception is uncomforted (-) belief: With family planning, family welfare is guaranteed (+++++) Contraception will make obesity (-) Contraception is uncomforted (-) Belief : Husband’s attitude that contraception is woman responsibility Belief : Husband’s attitude that contraception is woman responsibility Used Contra- ception I will use contraception APPLIED OF THE THEORY OF REASONED ACTION 18Health Behavior CHAPTER 5

20. THEORY OF PLANNED BEHAVIOR 19Health Behavior CHAPTER 5

21. HISTORY… Theory of planned behavior have been proposed by Icek ajzen in 1985 trough him article “From intentions to actions : A theory of planned behavior”. This theory is the development of Theory of Reasoned Action, which proposed by Ajzen dan Fishbein in 1975. 20Health Behavior CHAPTER 5

22. Basic asumption of TPB  not all of the behavior under the individual full control so it need to add the percieved of behavioral control concept Done or not done the behavior are not only determine by attitude and subjective norm, but also individual perception toward control which is based on belief toward these control (control beliefs). 21Health Behavior CHAPTER 5

23. THE THEORY OF PLANNED BEHAVIOUR Behaviour Intention Behaviour Intention Attitudes towards The behaviour Attitudes towards The behaviour Subjective Norms Subjective Norms Believe about outcomes Evaluation of these outcomes Believe about outcomes Evaluation of these outcomes Believe about important other’s Attitudes to the Behaviour Motivation to comply with important others Believe about important other’s Attitudes to the Behaviour Motivation to comply with important others Internal control factors External control factors Internal control factors External control factors Behavioural control Behavioural control 22Health Behavior CHAPTER 5

24. BEHAVIOURAL CONTROL Internal Control Factor  inside the subject – skill, abilities, information. External Control F  outside the subject – obstacles, opportunities 23Health Behavior CHAPTER 5

25. THEORY OF PLANNED BEHAVIOR CONCEPTUAL MODELS 24Health Behavior CHAPTER 5

26.  Behavioral Beliefs belief of individual about a certain behavioral consequences.  Attitude Toward Behavior positive or negative assessment of these behavior 25Health Behavior CHAPTER 5

27. Normative Beliefs Individual decision can influence by the social environment especially influential person to their life (significant others). Subjective Norm Fishbein & Ajzen (1975) use the phrase motivation to comply  is the person comply the other important person or not 26Health Behavior CHAPTER 5

28. Perceived Behavioral Control Individual perception regarding facilitated or inhibited to produce a behavior (Ajzen, 1988) Control Beliefs Personal belief about the factors that can facilitate and inhibit the work of behavior (Ajzen, 2001) 27Health Behavior CHAPTER 5

29. INTENTION the indicator of personal readiness to do an action 28Health Behavior CHAPTER 5

30. BEHAVIOR According to Ajzen, the behavior is a function of compatible intention and respons of behavior in control percieved behavior 29Health Behavior CHAPTER 5

31. Everything that actually provide to shape a control behavior and behavior itself Actual Behavior Control 30Health Behavior CHAPTER 5

32. Behavioral Beliefs Belief that narcotics will : Result in death Harmful to health Normative Beliefs Overdose experience & personal guilty Any intervention from the nearest persons Control Beliefs Belief that able to stop using narcotics Attitude Toward the Behavior Aware that ‘relaxing’ or ‘excited’ efect of narcotics are false efect Subjective Norm The existence of self awareness Perceived Behavioral Control Perception that able to refuse narcotics are more dominant than consume narcotics Intention Intention to refuse narcotics Behavior Refuse to consume narcotics Actual Behavioral Control - Support from friends, parents, closefriends -There are time, opportunity, money to get a detoxification/ rehabilitation Applied of Theory of Planned Behavior 31Health Behavior CHAPTER 5

33. Do application on another case! 32Health Behavior CHAPTER 5

34. References Ogden, Jane. Health Psychology. Open University Press. Buckingham-Philadelphia. 1996 Fishbein, M. and Ajzen I. Belief, Attitude, Intention. And Behavior: an Introduction to Theory and Research. Reading, Mass.: Addison-Wesley 33Health Behavior CHAPTER 5

35. 34Health Behavior CHAPTER 5