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Ercel Q. Arellano

Master of Arts in Nursing

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Theory of Reasoned Action
Fishbein and Ajzen, 1975

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Theory of Reasoned Action

Objectives:

Background
Components
Strengths and Limitations
Application to Nursing Practice

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 Background

Author:
Martin Fishbein (1936-2009)

• professor and a former director

of Annenberg School of Health
Communication

• his work cited in AIDS

behavioral theory, public health,
advertising, and psychology

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 Background

Secondary Author:
Isek Ajzen (born 1942)
• former student of Fishbein

• Psychology professor in
Univ. of Massachusetts

• consultant on designing
behavior interventions

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Purpose of TRA

Explain the cause of actual specific

behavior including both inside and outside
factors

Identify how and where to target

strategies for changing behavior

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Components

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Components

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Components

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Components

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Components

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Components

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Components

Attitude- a person’s positive or negative

feeling about performing a specific
behavior
Subjective Norm- beliefs about what
others will think about the behavior
Behavioral Intention- perceived
likelihood of performing the behavior
Behavior- the actual action
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Strengths and Limitations

Benefits:
 include both attitudes & social norms
when evaluating a decision
 with widespread knowledge
dissemination can have the ‘snowball’
effect
 emphasizes the individual as the
decision maker
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Strengths and Limitations
Limitations:
 not all situations allow the individual to
be the sole decision maker
 when using personal attitudes and
social norms we have to find balance
 assumes people are ready for change
 does not take other factors into
account; environmental, economic status,
etc
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 Application to Nursing
Practice (Health Promotion)
Behavioral belief
“Smoking can relieve
stress” Attitude
(Negative)
Evaluation of outcome
“Smoking is good” Behavioral Behavior
Intention “I smoke”
“I will
Normative Beliefs smoke
“My family thinks I cigarettes”
should stop smoking” Subjective Norms
(Smoking
Motivation to comply Cessation is
“It’s important for me desirable)
to stop for my family
to be happy” 17
 Application to Nursing
Practice (Health Promotion)
Behavioral belief
“Smoking can relieve
stress” Attitude
(Negative)
Evaluation of outcome
“Smoking is good” Behavioral Behavior
Intention “I smoke”
“I will
Normative Beliefs smoke
“My family thinks I cigarettes”
should stop smoking” Subjective Norms
(Smoking
Motivation to comply Cessation is
“It’s important for me desirable)
to stop for my family
to be happy” 18
 Application to Nursing
Practice (Health Promotion)
Behavioral belief
“Smoking can relieve
stress” Attitude
(Negative)
Evaluation of outcome
“Smoking is good” Behavioral Behavior
Intention “I smoke”
“I will
Normative Beliefs smoke
“My family thinks I cigarettes”
should stop smoking” Subjective Norms
(Smoking
Motivation to comply Cessation is
“It’s important for me desirable)
to stop for my family
to be happy” 19
 Application to Nursing
Practice (Health Promotion)
Behavioral belief
“Smoking can cause
LUNG CANCER” Attitude
(POSITIVE)
Evaluation of outcome
“Smoking is BAD for Behavioral Behavior
the health” Intention “I quit
“I will stop smoking”
Normative Beliefs smoking”
“My family thinks I
should stop smoking” Subjective Norms
(Smoking
Motivation to comply Cessation is
“It’s important for me desirable)
to stop for my family
to be happy” 20
Theory of Reasoned Action
Fishbein and Ajzen, 1975

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References

Fishbein et Ajzen. (1975) Belief, Attitude, Intention and

Behavior. Retrieved October 2, 2018, from edutech
wiki:http://edutechwiki.unige.ch/en/Theory_of_reas
oned_action
Donald E. Morisky. (2002). Encyclopedia of Public Health.
Retrieved October 2, 2018, from Encyclopedia:
http://www.encyclopedia.com/doc/1G2-
3404000842.html
Karen Glanz. (2009). Theory of Reasoned Action. Retrieved
October 2, 2018, from Health Behavior and Health
Education: http://www.med.upenn.edu/hbhc4/part2
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