introduction to theories of communication effects: the theory of reasoned action a service of the...
TRANSCRIPT
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Introduction toTheories of Communication Effects:
The Theory of Reasoned Action
A service of the
Communication Science & ResearchResource Group
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Recap: Theory mapMODEL STAGE (Early --> Late)
Messagelearning
Reasonedaction
Sociallearning
Diffusion
Attention…….Comprehension…….Yielding…..Retention……………….. Action
Attitudes Subjective norms.….Intention to act……………………………. Action Perceived control
Attention...Retention...Reproduction...Motivation…………………..Performance
Knowledge……Persuasion...Decision…….Implementation….Confirmation
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Attention
Putting it to work
Action
Comprehension
Yielding
Retention
Where is your audience?What can you tell them and how?
Theory of Reasoned Action emphasizes the Yielding stage--other persuasion factors are
worthless if they don’t result in change in Attitudes
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Source factors
Message factors
Channel factors
Receiver factors
Factors in Persuasion
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Source factors
Message factors --> TRA focus
Channel factors
Receiver factors
Factors in Persuasion
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Beliefs
What’s a belief?
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Beliefs
What’s a belief? > information about a person, object, or
issue > may be factual or opinion
TRA adds:
“Subjective probability that the object has a given attribute.”
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Attitudes
What’s an attitude?
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Attitudes
What’s an attitude? > positive or negative feeling about a
person, object, or issue
TRA adds:
“Product of beliefs and evaluation of those beliefs.”
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Theory of Reasoned Action(Icek Ajzen & Martin Fishbein)
Basic assumptions:
People are rational and thoughtful, not automatic and mindless
People’s behaviors are based on their beliefs about the consequences of the behavior and what they think other people want them to do
Behavior is rational & social
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TRA ModelBeliefs that the behavior leads to certain outcomes and evaluation of these outcomes
Beliefs that specific individuals or groups think person should or should not perform the behavior and motivation to comply with the specific referents
Subjective norm regarding the behavior
Attitude toward the behavior
Intention to act Behavior
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TRA ModelBeliefs that the behavior leads to certain outcomes and evaluation of these outcomes
Beliefs that specific individuals or groups think person should or should not perform the behavior and motivation to comply with the specific referents
Subjective norm regarding the behavior
Attitude toward the behavior
Intention to act Behavior
Relative importance of attitudinal and normative considerations
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TRA ModelPERCEIVED CONSEQUENCES:What will happen if I use FP? Is that good or bad?
SUBJECTIVE NORMS:What does my husband want me to do? How much do I care what he thinks?
SUBJECTIVE NORM: It’s important to do what my husband wants
ATTITUDE:Is use of FP desirable or undesirable?
INTENTION:Should I use FP or not?
BEHAVIOR:Use of FP
Relative importance of consequences and of husband’s opinion
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What predicts Behavior?
1. Intention to act > Intentions are probabilities
> How likely are you to do B?> Intention is based on
-- How you feel about B (attitudes)-- How you think others feel about B
(subjective norm)-- Weights assigned to attitudes and
subjective norms
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What predicts Behavior?
1. Intention to act > Intentions are probabilities
> How likely are you to do B?> Intention is based on
-- How you feel about B (attitudes)-- How you think others feel about B
(subjective norm)-- Weights assigned to attitudes and
subjective norms
B ~ I = ƒ [ w1AB + w2SNB)
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What predicts Intention?
1. Attitude toward the action > Involves your evaluation of the action
> What you think will happen if you do B (beliefs)
> What you think of the consequences (evaluations)
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What predicts Intention?
1. Attitude toward the action
AB = ƒ [ Σ bi ei)
bi = strength/probability of belief
regarding the outcome of B
ei = valence of the outcome of B
Only salient beliefs matter
n
i=1
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Example: Nigeria Music ProjectNegative statements elicited from focus groups:
• The practice of family planning will cause a loss of confidence between husband and wife.• A couple that practices family planning will
have more conflict in their marriage• Wives who practice family planning will be
abandoned by their husband for another woman
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Nigeria Music ProjectPositive statements elicited from focus groups :
• Family planning helps a couple become responsible parents.• A family that practices family planning is a
happy family.• With family planning, a couple can love one
another with peace of mind.• Family planning will improve one’s standard of
living.• The practice of family planning brings a couple
closer together.
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Measuring AttitudesHow certain are you that…?
Family planning will improve one’s standard of livingNot at all Extremely
1 2 3 4 5 6 7 8 9 10
A couple that practices family planning will have more conflict in their marriage
Not at all Extremely 1 2 3 4 5 6 7 8 9 10
e.g., Beliefs--respondent chooses 4 and 8, respectively
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Measuring AttitudesHow desirable is it…?
To improve one’s standard of living Very undesirable Very desirable
-5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5
For couples to have conflict in their marriage Very undesirable Very desirable
-5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5
e.g., Evaluations--respondent chooses +2 and -3, respectively
Attitude toward FP = Standard of living + Conflict= (4 x 2) + (8 x -3) = -16i.e., attitude will be negative
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What predicts Intention?
2. Subjective Norm toward the action > Involves your assessment of what
people who are important to you think you should do about B> Whether you think your significant
others approve or disapprove of your doing B
> How strongly you feel compelled to comply with what your significant
others desire
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What predicts Intention?2. Subjective Norm toward the action
SNB = ƒ [ Σ bi mi)
bi = strength/probability of belief that
others support/oppose B
mi = strength of motivation to comply with
significant others
Only significant others matter
n
i=1
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Identifying significant othersIf you considered adopting family planning,
there might be individuals or groups who would think you should or should not do so. If any come to mind, please list them below:
• My husband• My mother• My brother• My doctor• My church• My friends• My community
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Measuring Subjective NormsMy church thinks... I should not Should
-5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 …practice family planning
My husband thinks... I should not Should
-5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 …practice family planning
e.g., Beliefs--respondent chooses -3 and +1, respectively
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Measuring Subjective NormsIn general, how much do you want to do what your
church thinks you should do... Not at all Extremely
1 2 3 4 5 6 7 8 9 10
In general, how much do you want to do what your husband thinks you should do...
Not at all Extremely 1 2 3 4 5 6 7 8 9 10
e.g., Motivation to comply--respondent chooses 2 and 9, respectively
Subjective norm = Church + Husband= (-3 x 2) + (1 x 9) = +3i.e., SN will be supportive
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Using Reasoned ActionIdentify motives for action• What are the advantages and disadvantages of a
behavior?
Identify messages that can change attitudes• change beliefs about consequences of B• change evaluations about consequences of B• change subjective norms• change motivations to comply with subjective norms
To identify target audiences• primary (those you want to influence)• secondary (significant others of those you want to
influence
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Next Week:
Social Learning Theory
Learning through observation and practice
Looking ahead