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Behavioral Theory

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Submitted By harithakatr
Words 793
Pages 4
Haritha vardhini Katragadda
Social and Behavioral health
Dr. Preety Gadhoke, PhD, MPH
MPH-301
Reflection paper #6
Firstly, ‘Theory of reasoned action’, a model of behavioral intention prediction that spans attitude and behavior predictions. Subsequent separation of behavior from behavioral intentions allows for limiting factors’ explanation on the basis of attitudinal influence. Icek Ajzen and Martin Fishbein developed the theory of reasoned action between 1975 and 1980.
This theory was derived from past studies that began as attitude theory and eventually led to behavior and attitude studies. This theory originated from frustration with the traditional behavior and attitude studies. Most studies in this field established weak correlations between the measures of attitude and volitional behaviors’ performance. Initially, the theory related to voluntary behavior but it was noticed later that the theory was not 100 percent voluntary. Under control, it later led to addition of the perceived behavioral controls. According to the theory of reasoned action, behavior of an individual is determined by their intention to perform it and that in turn, the intention is a function of their attitude towards that behavior and their subjective norm. Intention is the best behavior’s predictor. The theory suggests that cognitive representation of the readiness of an individual to perform a particular behavior is their intention. Intention is the immediate antecedent of a behavior.
Three factors determine the intention to perform a particular behavior. These are 1. Attitude towards a particular behavior 2. Subjective norms3.Perceived behavioral control. This theory holds that behavior prediction is only expected from specific attitudes towards it. Additionally, subjective norms of an individual should be measured when evaluating behaviors. This entails the beliefs that an individual has on how people that they care about will take or view their behavior. Intentions are also influenced by perceived behavioral control. This refers to perceptions of an individual of his or her ability to perform a particular behavior. These are predicators that cause an intention. As a rule of this theory favorable attitude and subjective norms as well as greater perceived control increase the intention of an individual to perform a particular behavior. Other factors that may influence behavior do so indirectly by influencing subjective norms or attitude. These factors are considered as external variables by the theory. For instance, these variables may include the characteristics of a task, development implementation, organizational structure and political influences.
Secondly , the theory of planned behavior (abbreviated TPB) is a theory that links beliefs and behavior. The concept was proposed by Ben Dixon to improve on the predictive power of the theory of reasoned action by including perceived behavioral control. The intention of this theory was to explain behaviors on which individuals can exert self-control. Behavior intent is the main component of this theory. Attitude on the likelihood of a behavior causing the expected result and subjective evaluation of the benefits and risks of the result influence behavior intentions. It has successfully helped in predicting and explaining various health intentions and behaviors. These include drinking, smoking, utilization of health services, substance use and breastfeeding among others. According to this theory, behavioral achievements are based on ability or behavioral control and motivation or intention.
The theory distinguishes three categories of beliefs. These are normative beliefs, control and behavioral. It has six Proofreading-Editing constructs that represents actual control over behavior of an individual. These constructs are attitudes, behavioral intention, subjective norms, social norms, perceived power, and behavioral control. Although the theory considers normative influence, it does not consider economic and environmental factors that can influence the intention of an individual to engage in a behavior. This theory also assumes that a behavior results from a linear decision making process. It fails to consider changes that may occur with time. In addition, this theory does not do much about real control over a behavior. It fails to address the time between the intent and the behavioral action.
Nevertheless, these theories have been of great importance in public health studies despite having limitations.
References :
Centers for disease control and prevention (2003) Building Our Understanding: Key Concepts of Evaluation. Available at : http://www.cdc.gov/nccdphp/dch/programs/healthycommunitiesprogram/tools/pdf/apply_theory.pdf

Fishbein M. A Reasoned Action Approach to Health Promotion. Medical decision making : an international journal of the Society for Medical Decision Making. 2008;28(6):834-844. doi:10.1177/0272989X08326092.
Ajzen I. Theories of Cognitive Self-Regulation : Organizational Behavior and Human Decision Processes ,Volume 50, Issue 2, December 1991, Pages 179-211.
Bandura, A. (1997). Self-efficacy: The exercise of control. New York: Freeman. Psychological Bulletin, 82(2), 261.
Chase, K., Reicks, M., & Jones, J. (2003). Applying the theory of planned behavior to promotion of whole-grain foods by dietitians. J Am Diet Assoc. 103:1639-1642.

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