1. Theory of Reasoned Action
Fishbein & Ajzen, 1975
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2. 1. Assumptions Man is “basically a rational information processor”
“Beliefs, attitudes, intentions, and behaviors are influenced by the information available...”
How we process information determines the effects of communication
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3. 2. The Model Beliefs about Intentions Behaviors
object X toward X Toward X 1. 2. 3. . 1. 2. . n
Attitudes
about X
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4. 3. Components Beliefs “a link between any two aspects of our world”
(0) is (X), JJ is stupid
(S) said (O is X) Joe said JJ is stupid
Beliefs come from experiences, communication, education
Types of beliefs
Descriptive
Inferential
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5. Components (Cont’d) Attitudes
“A general feeling of favorableness or unfavorableness toward an object”
A = (b1e1 + b2e2 + b3e )
The salience of the beliefs is key
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6. Example Clinton is a democrat favors universal health care
dodged the draft
sleeps around
favors education
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7. Components (cont’d) Intentions
“.... a subjective probability dimension involving a relation between self and action”
Intention = (Ab)w1 + (SN)w2
Ab = Attitude toward Behavior
SN = Subjective Norm (Social norms)
Specificity of target, situation, & time
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8. Components (cont’d) Behavior Cognitive Affective Conative
Beliefs (eval) = A = Intentions (eval) = Behavior (eval)
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9. 3. Implications Changing attitudes may not change behaviors
Changing beliefs is critical to persuasion
Successful audience analysis is built on understanding the belief structure (salience, cognitive complexity)
Specificity of intentions is crucial
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10. 4. Critique Explains many conflicting research findings
Provides some practical ideas regarding persuasion
How much of this is conscious?
Are humans mere information processing machines?
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