Theories of Reasoned Action and Planned Behavior

Abstract

Stemming from the field of social psychology and based on the ideas of rational choice, the theory of reasoned action as well as its successor, the theory of planned behavior, seek to explain social behavior with a limited set of cognitive determinants: behavior is predicted by behavioral intentions, which are influenced by attitudes toward behavior, subjective norms, and perceived behavioral control. These determinants in turn are based on behavioral, norm, and control beliefs, and the evaluation of these beliefs. Numerous studies and meta‐analyses support the theories of reasoned action and planned behavior, as well as their applicability to various behavioral areas, such as consumption decisions, environmentally conscious behavior, career choices, and voting or health behavior. Accordingly, the theory of planned behavior has advanced to one of the most dominant models of behavioral psychology. Even if less popular in media psychology, the theories of reasoned action and planned behavior also became relevant theories in this field. Specifically, they have proved useful in explaining media choice behavior (media use, media adoption), extending media effect theories, and providing a theoretical background for strategic health campaigning. In spite of the strong empirical basis, the theories have been criticized for several reasons. The most important critiques refer to the rationality assumption as opposed to spontaneous and habitualized behavior, the insufficiency of the model components, the intention–behavior gap, the conceptualization of the model components, the static understanding of behavioral decisions, and causality issues.

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