Theory of Reasoned Action

A brief presentation on the theory of reasoned action

1. Theory of Reasoned Action (TRA) Aravind Sesagiri Raamkumar

2. Agenda Example Introduction Development of Theory Usage in IS Discussion

3. Lets start with a Real World Example

4. Components Dependent Variables Behavior Intentions for behaviors Independent Variables Attitude towards the behavior Subjective Norms or Normative Beliefs Intentions for behaviors Behavior Intentions for behavior Attitude towards behavior Subjective Norms

5. bACKGROUND Domain: Social Psychology Base Theory: Dulany’s Theory of Propositional Control(1968) Objective: To establish relationship between attitude and overt behavior Main Contributors: Icek Ajzen and Martin Fishbein Period of Work: 1965-1980s

6. Main PAPERS Ajzen , I., & Fishbein , M. (1973). Attitudinal and normative variables as predictors of specific behavior . Journal of Personality and Social Psychology, 27(1), 41-57 . Fishbein , M., & Ajzen , I. (1975). Belief, attitude, intention, and behavior : An introduction to theory and research. Reading, Mass. ; Don Mills, Ontario: Addison-Wesley Pub. Co

7. The Theory B ≈ BI = (w1)AB + (w2)SN B -> Behavior | BI -> Behavioral Intention | AB -> Attitude towards behavior SN -> Subjective Norms | W1 -> Weight for AB | W2 -> Weight for SN AB =   -> Belief that the behavior will result in outcome ‘ i ’ -> Evaluation of the outcome ‘I’ | n -> number of outcomes   SN =   -> Normative belief related to outcome ‘ i ’ -> Motivation to comply with NB | n -> number of outcomes  

8. Step by STEP VERIFICATION with EMPIRICAL DATA Step 1: Behavior (B) and Behavioral Intentions (BI) Experiment: Prisoner’s Dilemma based games with two persons Motivational Orientations: Competitive, Cooperative or Individualistic Correlation of 0.822 (p < 0.001) between B and BI over 20 trails Confirmatory findings from other researchers- Hornik (1970) & Darroch (1971) Constraints The measurement of intentions needs to be taken in close proximity to the behavior Mediating variables can cause changes in behaviors independent of measured intentions

9. Step by STEP VERIFICATION with EMPIRICAL DATA Step 2 and Step 3: Attitude & Normative Beliefs with Behavioral Intentions Same set of experiments AB was measures by rating the behavior in question using semantic differential scales SN or NB was measured by a direct question concerning expectations of others Average correlation was found to be 0.808 -> High predictive value Attitudinal component (AB)has more influence than normative beliefs(NB) Constraints Prediction of B varies based on 1) Type of Behavior 2) Situation 3) Individual Difference between the actors

10. Statistical ANALYSIS

11. Other factors Beliefs play an important role in Attitude formation Existence of a circular loop between behavior to belief External variables don’t’ directly cause changes in intentions rather it is through AB and SN General attitude towards an object is a summation of the attitudes related to different behaviors related to the particular object

12. ISSUES with the THEORy Only works when the individual has volitional control Difficulty in differentiating attitudes and social norms Doesn’t take factors such as skills, unconscious habits and restricted environment into account

13. SUCCESSORS to the THEORY Theory of Planned Behavior(TPB) Technology Acceptance Model(TAM) Unified Theory of Acceptance and Use of Technology

14. USAGE of TRA in IS Mainly used in studies related to user intentions Examples: Consumer o nline g rocery b uying i ntention ( 2004 ) Study of students’ interest in IS career (2011) Study of Social Networking Behavior ( 2012 ) Methodology of usage Check if the TRA model fits the problem space Factor analysis Take the measurements and use them for prediction Structural Equation Modeling

15. DiscuSSION Where can we use this model? TRA model finds application if the problem space involves understanding and changing the behavior of users Most studies try to compare TRA, TPB and TAM and see which model performs fits and performs better Conversion of conceptual variables into measurable variables can be tricky

16. Q&A…

17. Consumer online grocery buying intention (2004) Home

18. Consumer online grocery buying intention (2004) Home

19. Study of Social Networking Behavior (2012) Home