1. 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 25-27 November 2009 Uppsala, Sweden Theory of Reasoned Action (TORA) and Theory of Planned Behaviour (TpB)

2. 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

3. 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

4. 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

5. 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.“

6. Theory of Reasoned Action (TORA) Behavioural Beliefs Normative Beliefs Attitude Towards the Behaviour Subjective Norm Intention Behaviour Copyright © Icek Azin 2002 B = γ 1 Σbs i oe i + γ 2 Σnb j me j Behaviour (B) = Behaviour intent bs = belief strength (behaviour → outcome?) oe = outcome evaluation (good/bad) nb = normative beliefs (should/should not) mc = motivation to comply (willingness) bs oe nb mc

7. Theory of Planned Behaviour (TpB) Behavioural Beliefs Normative Beliefs Control Beliefs Attitude Towards the Behaviour Subjective Norm Perceived Behavioral Control Intention Behaviour Copyright © Icek Azin 2002 B = γ 1 Σbs i oe i + γ 2 Σnb j me j + γ 3 Σcb k pb k Behaviour (B) = Behaviour intent bs = 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

8. Theory of Planned Behaviour (TpB) Behavioural Beliefs Normative Beliefs Control Beliefs Attitude Towards the Behaviour Subjective Norm Perceived Behavioral Control Intention Behaviour Actual Behaviour Control Copyright © Icek Azin 2002 B = γ 1 Aact + γ 2 SN + γ 3 PBC Behaviour (B) = Behaviour intent Aact = 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

9. 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

10. Examples of TORA questions Behavioural 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

11. Examples of TORA questions Subjective 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) Normative Beliefs Subjective Norm nb mc

12. Statistical application (TORA) Spearman coefficient correlations (r) Attitude sb x oe Mean: 3.78 Range (+36 to -36) Subjective Norm nb x mc Mean: 0.36 Range (+2 to -2) Intention Mean: -0.66 Range (+2 to -2) Behaviour Mean: 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 Normative Beliefs Subjective Norm nb mc

13. Application of questions Survey questionnaires 1. Answerable in 15 minutes 2. Behaviours addressed kept to a minimum of 3 3. Keep the number of referents and outcome beliefs to a manageable number 4. Stated subject norm should only be applied to specific behaviours 5. Pay particular attention to the layout of the questionnaire.

14. 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 – Sweden Mari Espetvedt – Norway Simo Rintakoski – Finland Ann-Kristina Lind - Denmark

15. Thank you Next Journal Club... 18 March, 13:00 Toiv Haljasorg: Mass spectrometry and applications in science