Introduction to Theories of Communication Effects: The Theory of Reasoned Action

Introduction to Theories of Communication Effects: The Theory of Reasoned Action A service of the Communication Science & Research Resource Group

Recap: Theory map MODEL STAGE (Early --> Late) Message learning Reasoned action Social learning Diffusion Attention…….Comprehension…….Yielding…..Retention……………….. Action Attitudes Subjective norms.….Intention to act……………………………. Action Perceived control Attention...Retention...Reproduction...Motivation…………………..Performance Knowledge……Persuasion...Decision…….Implementation….Confirmation

Putting it to work Where is your audience? What can you tell them and how? Attention Action Retention Yielding Theory of Reasoned Action emphasizes the Yielding stage --other persuasion factors are worthless if they don’t result in change in Attitudes Comprehension

Factors in Persuasion Source factors Message factors Channel factors Receiver factors

Factors in Persuasion Source factors Message factors --> TRA focus Channel factors Receiver factors

Beliefs What’s a belief?

Beliefs What’s a belief? > information about a person, object, or issue > may be factual or opinion TRA adds: “Subjective probability that the object has a given attribute.”

Attitudes What’s an attitude?

Attitudes What’s an attitude? > positive or negative feeling about a person, object, or issue TRA adds: “Product of beliefs and evaluation of those beliefs.”

Theory of Reasoned Action (Icek Ajzen & Martin Fishbein) Basic assumptions: People are rational and thoughtful, not automatic and mindless People’s behaviors are based on their beliefs about the consequences of the behavior and what they think other people want them to do Behavior is rational & social

TRA Model Beliefs that the behavior leads to certain outcomes and evaluation of these outcomes Attitude toward the behavior Intention to act Behavior Beliefs that specific individuals or groups think person should or should not perform the behavior and motivation to comply with the specific referents Subjective norm regarding the behavior

TRA Model Beliefs that the behavior leads to certain outcomes and evaluation of these outcomes Attitude toward the behavior Relative importance of attitudinal and normative considerations Intention to act Behavior Beliefs that specific individuals or groups think person should or should not perform the behavior and motivation to comply with the specific referents Subjective norm regarding the behavior

TRA Model PERCEIVED CONSEQUENCES: What will happen if I use FP? Is that good or bad? ATTITUDE: Is use of FP desirable or undesirable? INTENTION: Should I use FP or not? Relative importance of consequences and of husband’s opinion BEHAVIOR: Use of FP SUBJECTIVE NORMS: What does my husband want me to do? How much do I care what he thinks? SUBJECTIVE NORM: It’s important to do what my husband wants

What predicts Behavior? 1. Intention to act > Intentions are probabilities > How likely are you to do B? > Intention is based on -- How you feel about B (attitudes) -- How you think others feel about B (subjective norm) -- Weights assigned to attitudes and subjective norms

What predicts Behavior? 1. Intention to act > Intentions are probabilities > How likely are you to do B? > Intention is based on -- How you feel about B (attitudes) -- How you think others feel about B (subjective norm) -- Weights assigned to attitudes and subjective norms B ~ I = ƒ [ w1AB + w2SNB)

What predicts Intention? 1. Attitude toward the action > Involves your evaluation of the action > What you think will happen if you do B (beliefs) > What you think of the consequences (evaluations)

What predicts Intention? 1. Attitude toward the action AB = ƒ [ Σ bi ei) bi = strength/probability of belief regarding the outcome of B ei = valence of the outcome of B Only salient beliefs matter n i=1

Example: Nigeria Music Project • Negative statements elicited from focus groups: • The practice of family planning will cause a loss of confidence between husband and wife. • A couple that practices family planning will have more conflict in their marriage • Wives who practice family planning will be abandoned by their husband for another woman

Nigeria Music Project • Positive statements elicited from focus groups : • Family planning helps a couple become responsible parents. • A family that practices family planning is a happy family. • With family planning, a couple can love one another with peace of mind. • Family planning will improve one’s standard of living. • The practice of family planning brings a couple closer together.

Measuring Attitudes How certain are you that…? Family planning will improve one’s standard of living Not at all Extremely 1 2 3 4 5 6 7 8 9 10 A couple that practices family planning will have more conflict in their marriage Not at all Extremely 1 2 3 4 5 6 7 8 9 10 e.g., Beliefs--respondent chooses 4 and 8, respectively

Measuring Attitudes How desirable is it…? To improve one’s standard of living Very undesirable Very desirable -5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 For couples to have conflict in their marriage Very undesirable Very desirable -5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 e.g., Evaluations--respondent chooses +2 and -3, respectively Attitude toward FP = Standard of living + Conflict = (4 x 2) + (8 x -3) = -16 i.e., attitude will be negative

What predicts Intention? 2. Subjective Norm toward the action > Involves your assessment of what people who are important to you think you should do about B > Whether you think your significant others approve or disapprove of your doing B > How strongly you feel compelled to comply with what your significant others desire

What predicts Intention? 2. Subjective Norm toward the action SNB = ƒ [ Σ bi mi) bi = strength/probability of belief that others support/oppose B mi = strength of motivation to comply with significant others Only significant others matter n i=1

Identifying significant others • If you considered adopting family planning, there might be individuals or groups who would think you should or should not do so. If any come to mind, please list them below: • My husband • My mother • My brother • My doctor • My church • My friends • My community

Measuring Subjective Norms My church thinks... I should not Should -5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 …practice family planning My husband thinks... I should not Should -5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 …practice family planning e.g., Beliefs--respondent chooses -3 and +1, respectively

Measuring Subjective Norms In general, how much do you want to do what your church thinks you should do... Not at all Extremely 1 2 3 4 5 6 7 8 9 10 In general, how much do you want to do what your husband thinks you should do... Not at all Extremely 1 2 3 4 5 6 7 8 9 10 e.g., Motivation to comply--respondent chooses 2 and 9, respectively Subjective norm = Church + Husband = (-3 x 2) + (1 x 9) = +3 i.e., SN will be supportive

Using Reasoned Action • Identify motives for action • What are the advantages and disadvantages of a behavior? • Identify messages that can change attitudes • change beliefs about consequences of B • change evaluations about consequences of B • change subjective norms • change motivations to comply with subjective norms • To identify target audiences • primary (those you want to influence) • secondary (significant others of those you want to influence

Looking ahead Next Week: Social Learning Theory Learning through observation and practice

Introduction to Theories of Communication Effects: The Theory of Reasoned Action