Behavior prediction models: reasoned and planned action

To address the complexity of the relationship between attitudes and behavior, theoretical models have been developed that attempt to explain more precisely how and when our internal evaluations are translated into concrete actions.

Two of the most influential models are the Theory of Reasoned Action and its extension, the Theory of Planned Action.

Theory of Reasoned Action (Fishbein and Ajzen)

The Theory of Reasoned Action postulates that the most immediate predictor of a person's voluntary behavior is their behavioral intention, that is, their conscious plan to perform or not perform that behavior.

In turn, this behavioral intention is determined by two main factors:

• Attitude toward the Behavior: Refers to the person's positive or negative evaluation of performing the specific behavior. This attitude is based on beliefs about the consequences of said behavior and the assessment of those consequences.

• The Subjective Norm: Represents the person's perception of the social pressure to perform or not perform the behavior. It is based on beliefs about what important people or groups (social referents) think the individual should do, and the person's motivation to please those referents.

According to this model, for a person to take action, they must have a favorable attitude toward the action and perceive that important people approve of it.

Theory of Planned Action (Ajzen)

The Theory of Planned Action is an extension of the Theory of Reasoned Action that adds a third determinant of behavioral intention (and that can also directly influence behavior): Perceived Behavioral Control.

Perceived Behavioral Control refers to a person's perception of the ease or difficulty of performing the behavior, that is, their belief in their own ability to carry it out (similar to the concept of self-efficacy).

If a person believes that they do not have the resources, skills, or opportunities necessary to perform a behavior, you are less likely to form the intention to do it, even if your attitude and subjective norms are favorable.

This component recognizes that not all behaviors are completely under a person's voluntary control.

Implications of the Models

These models have proven very useful in predicting a wide range of behaviors in areas such as health (e.g., using condoms, exercising),consumption and political participation.

They suggest that to change behavior, it is not enough to change only general attitudes.

It is also necessary to consider intentions, perceived social norms, and belief in one's ability to perform the action.

Interventions that address these multiple factors are often more effective in promoting behavioral change.