The grounded action theory ( TRA ) is one of three classical persuasion models. This theory is also used in communication discourse as a theory of understanding. The theory of reasoned action was developed by Martin Fishbein and Icek Ajzen in 1967 and derived from previous research that began as a theory of attitude. This theory aims to explain the relationship between attitudes and behavior in human action. TRA is used to predict how individuals will behave based on pre-existing attitudes and behavioral intentions. A person's decision to engage in certain behaviors is based on the expected outcomes of the individual coming as a result of performing the behavior.
Video Theory of reasoned action
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Grounded action theory serves to understand one's voluntary behavior. The ideas found in reasoned theory of action have to do with the basic motivation of the individual to perform an action. TRA says that a person's intention to perform behavior is a major predictor of whether they actually do that behavior or not. According to theory, the intention to perform certain behaviors precedes the actual behavior. This intention is known as behavioral intent and arises as a result of the belief that conducting behavior will lead to a specific outcome. Behavioral intentions are important to theory because this intention is "determined by attitudes toward subjective behavior and norms". The theory of reasoned action suggests that stronger intentions lead to increased attempts to engage in behavior, which also increases the likelihood of behavior that needs to be done.
Factor
Behavioral intent is a function of both subjective attitudes and norms toward that behavior. However, subjective attitudes and norms can not be equally weighted in predicting behavior. Depending on the individual and the situation, these factors may have different effects on behavioral intent, so the weights are associated with each of these factors. Several studies have shown that previous prior experience with certain activities results in weight gain in the attitude component of behavioral intention function.
Formula
Dalam bentuknya yang paling sederhana, TRA dapat dinyatakan sebagai persamaan berikut:
Where:
- BI = behavioral intent
- ( AB ) = one's attitude towards doing behavior
- W = empirically derived weights
- SN = a person's subjective norm related to performing behavior
Terms
The TRA theorists note that there are three conditions that may affect the relationship between behavioral intent and behavior. The first condition is that "the measure of intentions must be in accordance with their level of specificity". This means that in order to predict certain behaviors, behavioral intentions must be as specific. The second condition is that there must be "stability intention between measurement time and behavioral performance". The intention must remain the same between the time given and the time the behavior is performed. The third condition is "the extent to which the intention is to be under the control of the will of the individual". Individuals always have control whether or not to perform the behavior. This condition must be done by transitioning from verbal responses to actual behavior.
Limitations
The difference between intentional intent and behavioral intentions concerns the ability to achieve a person's intentions, involving multiple variables that create great uncertainty. Azjen acknowledges that "some behaviors are more likely to present control problems than others, but we can never be absolutely sure that we will be in a position to carry out our intentions.It is clear in this light that every intention is clearly a goal accomplished subject to some degree of uncertainty. "
Maps Theory of reasoned action
Development and investigation
In 1979, H.C. Triandis proposes expanding TRA to include more components. These factors are habit, facilitate conditions, and affect. When a person performs a routine behavior, they form a habit. Facilitating conditions is a condition that makes completion of an action more or less difficult. Both of these conditions affect their behavior directly. On the other hand, influence is one's emotional response to behavior and this emotional response only affects behavioral intention rather than directly affecting behavior. This expanded TRA version has been used to study behaviors such as women's participation in mammography procedures.
In 1985, Ajzen extended TRA to what he called the theory of planned behavior (TPB). This involves the addition of one major predictor - the control of perceived behavior. This addition is introduced to take into account the times when people have the intention to perform the behavior, but the actual behavior is thwarted for subjective and objective reasons. In planned behavioral theories, attitudes, subjective norms, and behavioral controls have "important but different effects on one's intention to behave".
Regardless of the increase, it is recommended that TRA and TPB only provide an explanation of the determinants of behavior when motivation and opportunity for high information processing. Further research shows a relaxed relationship between the variables in TPB and any extensions are clearly required. This model also mentions a bit about the memory process.
Applications from theory
The theory of reasoned action has been used in many studies as a framework for examining certain types of behaviors such as communication behavior, consumer behavior, and health behavior. Many researchers use theory to study behavior associated with high risk and danger, as well as deviant behavior. In contrast, some studies have applied the theory to more normative and rational types of action. Researchers Davies, Foxall, and Pallister suggest that grounded action theories can be tested if "behavior is objectively measured without drawing connections to previous intentions". Much of the research, however, sees its intent because of its central role in theory.
Communications
Fraternal nursery and college minority
Grounded theory of action has been applied to study intentions and hazing within college organizations, particularly fraternities and associations. Hazing is understood as "any activity expected of a person who joins the group, who insults, demeans, abuses or harms the victims". In the United States, there are various hazing incidents that have resulted in the death and loss of students on some campuses. Whistle-blowing "involves an individual with some degree of uniqueness or knowledge in using public communication to bring attention to some mistakes or problems that are felt Whistle-blowing is important for this problem because individuals who are aware of the hazing incident may advance to a university official. and made the occurrence of a known haze. In their research, Richardson et al conducted a whistle research using grounded action theory as a framework for predicting whether people would report on the incident of hazing to test whether the relationship suggested by the TRA model remained true in predicting whistle blowing intentions , and whether this relationship will change depending on the severity of the hazing incident.
Richardson et al. surveyed samples from 259 students from Greek organizations at universities in the Southwest United States. Survey questions measure different aspects of the TRA model: behavioral beliefs, evaluation of outcomes, attitudes toward behavior, normative beliefs, motivation to comply, subjective norms, and endogenous variable consequences. Questions asked by respondents to assess their responses on various 7-point scales. "The participants in this study responded to one of three scenarios, varying in severity, describing the situation of frenzies that occurred in their fraternities or associations". In line with this theory, researchers want to identify whether the attitudes held about hazing, malicious activity, and group affiliation, along with subjective norms about whistle-blowing (reactions by others, consequences of reporting actions, isolation from groups) will affect whether or not an individual will go through by reporting a hazing incident. The results found that individuals were more likely to report, or whistle-blow, in more severe or dangerous hazing incidents for individuals. Simultaneously, individuals are also concerned about the perceptions of others' attitudes toward them and the consequences they may encounter if they report incidents of hazing.
Share knowledge in company
TRA is used to check communication behavior in the company. One of the TRA behaviors that help characterize is knowledge sharing (KS) in the company. In a study conducted by Ho, Hsu, and Oh, they proposed two models to build the KS process by introducing TRA and game theory (GT). One model captures personal psychological feelings (subjective attitudes and norms), other models not only capture personal feelings but also consider other people's decisions. Comparing the two models, the researchers found that TRA-based models had higher predictive accuracy than TRA and GT models. They conclude that employees "have a great chance of not analyzing other people's decisions", and whether considering other co-workers' decisions has a major impact on the behavioral intentions of KS people. This suggests that "indirect decision makers exist within the organization, which is less effective is KS". To encourage KS, corporate managers must avoid including indirect decision makers in the project.
Consumer behavior
Coupon usage
The use of coupons has also been studied through grounded theoretical frameworks by researchers interested in consumer behavior and marketers. In 1984, Terence Shimp and Alican Kavas applied this theory to the behavior of coupon use, with the research premise that "coupon use is rational, systematic, and wise behavior" is different from other applications of the theory to more dangerous types of behavior.
Grounded action theory serves as a useful model because it can help check whether "consumer intentions for using coupons are determined by their attitude and perception of whether other important people think someone should or should not take efforts to cut, store, and use coupons." Consumer behavior intentions are influenced by their personal beliefs about the use of coupons, which means whether they think saving money is important and willing to spend time trimming coupons. This potential confidence also affects coupon users' thinking about what others think about their coupon usage. Together, coupon users will use their own beliefs and opinions of others to shape the overall attitude towards the use of coupons. To approach this study, Shimp and Alican surveyed 770 households and measured aspects of the TRA model in terms of participant responses. The accepted response indicates that consumer norms are "partly determined by their personal beliefs about the use of coupons, and for greater extension, that attitudes are influenced by the internalization of other people's beliefs." A positive attitude toward this behavior is influenced by the perception of the individual that their partner will be satisfied with the time they spend and the efforts made to save money.
Brand allegiance
TRA has been applied to redefine brand loyalty. According to the theory of reasoned action, antecedents of purchasing behavior are attitudes toward purchasing and subjective norms. In 1998, Ha conducted a study to investigate the relationship between several brand loyalty unit antecedents (UBL) by introducing TRA. Consumers are a loyal brand when attitude and behavior are good. In his study, Ha developed a table showing 8 combinations of customer brand loyalty based on their loyalty to 3 variables - attitudes toward behavior, subjective norms, and buying behavior were loyal. According to Ha, marketing managers should not be discouraged by temporary disloyalty and need to strive to achieve brand loyalty when customers show loyalty to two of the three variables, but they need to overhaul their customer brand loyalty when customers show loyalty to customers. only one of them. The main focus should be on improving consumer attitudes toward their brands or adapting their brands to social norms.
Renewable energy
TRA has also been used to study consumer attitudes toward renewable energy. In 2000, Bang, et. al found that people who care about environmental issues such as pollution are more willing to spend more on renewable energy. Similarly, a 2008 Swedish consumer study by Hansla et. al suggests that those with a positive view of renewable energy are more willing to spend money on sustainable energy for their homes. These studies are evidence that people's emotional responses to a topic affect their attitudes, which in turn affect their behavioral intentions. These studies also provide examples of how TRA is used to market items that may not make sense from a strictly economic perspective.
Health behavior
Condom use
TRA has often been used as a framework and mechanism of prediction of applied research on sexual behavior, especially in the prevention of sexually transmitted diseases such as HIV. In 2001, AlbarracÃÆ'n, Johnson, Fishbein, and Muellerleile applied the theory of reasoned action (TRA) and planned behavioral theory (TPB) to learn how well the theory predicts the use of condoms. To be consistent with TRA, the authors synthesize 96 sets of data (N = 22,594), and associate each component in condom use with a certain weight. Their study shows that the theory of reasoned and planned behavior is a very successful predictor of condom use. According to their discussion, "people are more likely to use condoms if they have previously formed the appropriate intentions.This intention to use condoms seems to stem from attitudes, subjective norms, and perceived behavior control.These attitudes and norms, in turn, arise from the results and normative beliefs, however whether retrospectively or prospectively assessed behavior is an important moderator that affects the magnitude of associations between theoretically important variables. "
Sex Sexual behavior of teenage girls
In 2011, W.M. Doswell, Braxter, Cha, and Kim examined sexual behavior in African American adolescent girls and applied this theory as a framework for understanding this behavior. The theory of reasoned action can explain this behavior in the intentions of adolescent behavior to engage in early sexual behavior influenced by their pre-existing attitudes and subjective norms of their peers. Attitudes in this context are dispositions favorable or unfavorable to teenage sexual behavior. The subjective norm is the social pressure that teens feel from friends, classmates, and other peer groups to engage in sexual behavior. As a framework, the TRA shows that teenagers will participate in initial behavior because of their own attitudes toward subjective behaviors and norms of their peers. In this case, intent is a deliberate plan to engage in early sexual behavior. Findings from students indicate that TRA supports in predicting early sexual behavior among African American girls. Attitudes toward sex and subjective norms are both correlated with the intention to participate in early sexual behavior in the study sample.
Pediatricians, parents and HPV vaccinations
A 2011 study examining the behavior of pediatricians around the Human Papillomavirus (HPV) vaccine found that TRA foreseeing pediatricians would encourage parents to get their daughter's vaccinations. Roberto, Krieger, Katz, Goei, and Jain found that the norms surrounding this topic were more important in predicting behavior than the control of perceived behavior.
Exercise
The community health community, interested in reducing the increasing rate of obesity, has used TRA to study people's exercise behaviors. A 1981 study by Bentler and Speckart revealed that the intention to exercise is determined by a person's attitude towards exercise, as predicted by TRA. In a larger literature review of exercise studies using TRA and TPB, it was determined that behavioral intentions for exercise were better framed by TRA rather than TPB because the perceived behavioral controls had no significant effect on intentions for exercise.
Criticism
According to the TRA formulation of Fisherman and Ajzen (1967), measures of behavioral intent will predict the performance of any voluntary action, unless the change of intent before performance or unless the measure of intent does not match the behavioral criteria in terms of action, target, context, timeframe and/or specificity. The TRA model has been challenged by the research determined to examine its limitations and insufficiency.
The main problem of TRA is shown as ignorance of the relationships between individuals, both the interpersonal and social relationships in which they act, and the broader social structure that governs social practice. Although TRA recognizes the importance of social norms, the strategy is limited to the consideration of individual perceptions of this social phenomenon. The beliefs, attitudes, and understanding of the individual are the activities that are formed, therefore the differences between the two factors are not clear. Furthermore, social change may be generational rather than the number of individual changes. TRA fails to grasp the process of social change and the social nature of change itself: the model in which people collectively fit and build new meanings and practices.
In addition, habituation of past behavior also tends to reduce the impact of intent on behavior as it increases. Gradually, behavioral performance becomes less of behavior, rational initiative and more of the responses being studied. In addition, intent seems to have a direct effect on behavior in the short term only. In addition, conceptual base analysis also raises concerns. It is criticized that the model does not allow the creation of hypotheses because of their ambiguity. This model focuses on analytic truth rather than synthetic, therefore the conclusions generated from the application are often true by definition rather than by observations that make the model unjustifiable. The power of attitudes toward behavior (social/personal) and subjective norms also varies across cultures while the process in which the behaviors are involved remains the same. This example is shown in cross-cultural studies of fast food choices, where people from Western cultures are found to be more influenced by previous restaurant choices than those of Eastern cultures. It will show that people of the subjective norms of different cultural weights and attitudes are different. A closer examination of the cross-cultural communication process will be useful and complement the understanding of the theory of reasoned action.
See also
- Theory of behavior change (article summary)
- Approach of reasoned action (final revision of the theory)
- Technology acceptance model
- Planned behavioral theory
- Two other classical persuasion models: 1) Cognitive dissonance 2) Social assessment theory
References
Source of the article : Wikipedia
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