theories+of+intention+sup+nts

theories+of+intention+sup+nts - CMN 152 THEORIES OF...

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CMN 152 THEORIES OF BEHAVIORAL INTENTION General notions of TRA BI = A B (w 1 ) + SN(w 2 ) The strongest proximal predicator of volitional behavior is behavioral intention Intention is a function of an individual’s psychological tendencies toward a behavior and normative influences Theory of reasoned action (TRA) (Fishbein and Ajzen) BI = A B (w 1 ) + SN(w 2 ) A person’s attitude and subjective norms impact behavioral intentions Behavioral intentions impact behavior Attitudes are a function of belief strength and evaluation for each salient belief attribute concerning attitude object Subjective norms are based on judgments of the normative expectations of specific salient others and a person’s motive to comply with these expectations Both attitude and subjective norms receive corresponding weights The relative impact of attitudes and subjective norms on behavior differ depending on the attitude object In general, however, attitude has a stronger impact on intentions than norms
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theories+of+intention+sup+nts - CMN 152 THEORIES OF...

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