Darren Paproski - final PhD submission.pdf - University of ...

Figure 2. 3 Fishbein and Ajzen’s Theory of Reasoned Action
Evaluation of the
outcomes
Beliefs that specific
referents think I
should or should not
perform the behavior
Motivation to
comply with the
specific referents
Beliefs that the
behavior leads to
certain outcomes
A ACT
Attitude toward
the behavior
SN
Subjective Norm
Source: Fishbein, M. and Ajzen, I. (1975).
BI
Behavioral
Intention
BEHAVIOR
The factors influencing behavior are shown in the model of Figure 2.3. Behavioral intention (BI),
a person’s subjective likelihood of engaging in a given behavior, is the immediate determinant
of behavior. The Theory of Reasoned Action considers the attitude toward the act of buying
(AACT) and its impact on intended behavior rather than only the attitude toward the brand itself.
AACT is a person’s overall favorable or unfavorable evaluation (a predisposition or feeling) about
performing the behavior. In other words it focuses on the perceived consequences of the act
of buying. For example, is the task of searching for information and physically purchasing the
product or brand a pleasant experience or not or, alternatively, is purchasing the product or
brand a wise or unwise thing to do.
The subjective norm (SN) component was added to include the effects of what we think others
should think we should do. SN is the perceived social pressure to perform (or not perform) the
behavior, reflecting a person’s motivation to comply with the attitude of various reference
groups and family. For example, a consumer may purchase a brand, which confers a
psychological benefit, due to his belief that his peer group will look favorably on that action. In
this sense perceived social pressure impacts behavior. SN has two component: first, the
intensity of a normative belief (NB) that others think an action should be taken or not taken,
and; second, the motivation to comply (MC) with that belief. A0, the attitude toward the object,
may be positive but the AACT may be negative. For example, consider that a consumer wishes to
buy Trojan condoms. He has read about their good quality and feels positive toward them but
then at the purchase venue he gives in to embarrassment which prevents him from buying
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