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Reasoned Action Theory

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Theory of Reasoned Action/Planned Behavior The theory of reasoned action (TRA) was developed by Icek Ajzen and Martin Fishbein in 1975, to examine the relation between attitudes and behavior (Morisky, 2002). The intention to behave a certain way is determined by the persons attitude toward the behavior (Littlejohn, 2011). Later, behaviors appeared to not be completely voluntary and under control. This led to the addition of perceived behavioral control, and the theory got the name “the theory of planned behavior” (TPB). This theory predicts deliberate behavior. It states that only specific attitudes toward a behavior can be expected to predict the behavior. In addition to measuring attitudes toward a behavior, as the theory of reasoned actions …show more content…
The first is the person's attitude toward a behavior. In the matter of fundraising, a the potential donor has to have a favorable or positive attitude towards donating to a non-profit organization (Brinkerhoff, 2011). Several positive aspects that makes people donate have been found. Those include public recognition and tax deductions (Waters, 2010), maintaining the warm-glow feeling (Handy, 2000; Ribar & Wilhelm, 2002), to offset any negative feelings a person might have due to guilt or empathy (Basil, Ridgway & Basil, 2008), and religiosity (Eubanks, 2008). The second component addresses the person's perception of social pressures and subjective norms – what others expect (Brinkerhoff, 2011). Two motivations to donate in accordance with this component are public recognition (Waters, 2010), and social comparisons (Croson, Handy & Shang, 2009). Research has also shown that positive feelings that accompany what is looked upon as normative and the right thing to do, are associated with the motivation to donate to a non-profit organization (Sargeant, Hilton & Wymer, 2006). The third component is the perceived behavioral control that a person has over performing a behavior. This is not the decisive factor in the context of fundraising, because not everybody has enough money to be able to donate (Brinkerhoff, 2011). In addition to these components, it is found that guilt plays a major role as a motivator when it comes to whether a person donates money to a non-profit organization or not (Basil, Ridgway & Basil, 2008). In conclusion, the theory of planned behavior, combined with the component of guilt, can result in essential information in the matter of exploring fundraising and intentions to donate to a non-profit organization (Brunkerhoff,

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