Presented by Brian Lassen

Estonian University of Life Sciences

Theory of Reasoned Action (TORA) and Theory of

Planned Behaviour

Journal Club of Life Sciences

February 2010

Feedback from NOSOVE course Feedback from NOSOVE course 25-27 November 200925-27 November 2009

Uppsala, SwedenUppsala, Sweden

Theory of Reasoned Action (TORA) and Theory of

Planned Behaviour (TpB)

Climate Change and the Potential Range Expansion of the Lyme Disease Vector Ixodes

scapularis in Canada

History

First introduction:Fishbein (1967): Readings in Attitude Theory and Measurement

Formalised:Fishbein and Aijzen (1975): Belief, Attitude, Intention and Behaviour: An introduction to Theory and Research

Definitive book:Aijzen and Fishbein (1980): Understanding Attitudes and Predicting Social Behaviour

From presentation by Chris Garfoth

Climate Change and the Potential Range Expansion of the Lyme Disease Vector Ixodes

scapularis in Canada

What is TORA and TpB?

Statistical model that use quenstionnaires to find correlation between explained intents and beliefs and actual behavior.

• Economists (agricultural economics, marketing) • Sociology (rual sociology)

• Antropology• Psycology

• Social Psycology• Medicine

• Veterinary Sciences

Who use TORA and TpB?

From presentation by Chris Garfoth

From presentation by Chris Garfoth

What can TORA and TpB be used for?

Adressing questions: - About welfare• Standard of living• Poverty (how to measure it, what causes it, comparing between people)• What effect does different policies have on welfare?

Adressing behaviour• Why do people behave the way they do?• How do other people influence the way we behave?• What type of farmers are likely to adopt new technology/advice

From presentation by Chris Garfoth

Key assumptions in TORA

„Human behavior is rational“„Human behaviours have a common structure and can therefore be predicted“„Explaining any human behaviour requires examining determinant of intentions: attitudes and beliefs.“

Theory of Reasoned Action (TORA)

Behavioural Beliefs

NormativeBeliefs

Attitude Towards

the Behaviour

SubjectiveNorm

Intention

BehaviourCopyright © Icek Azin 2002

B = γ1Σbs

ioe

i + γ

2Σnb

jme

j

Behaviour (B) = Behaviour intentbs = belief strength (behaviour → outcome?)oe = outcome evaluation (good/bad)

nb = normative beliefs (should/should not)mc = motivation to comply (willingness)

bs

oe

nb

mc

Theory of Planned Behaviour (TpB)

Behavioural Beliefs

NormativeBeliefs

ControlBeliefs

Attitude Towards

the Behaviour

SubjectiveNorm

PerceivedBehavioral

Control

Intention

BehaviourCopyright © Icek Azin 2002

B = γ1Σbs

ioe

i + γ

2Σnb

jme

j + γ

3Σcb

kpb

k

Behaviour (B) = Behaviour intentbs = belief strength (behaviour → outcome?)oe = outcome evaluation (good/bad)

nb = normative beliefs (should/should not)mc = motivation to comply (willingness)

cb =control belief (belief → change behaviour)pb = power of control belief (subjective evaluation of cause → effect)

bs

oe

nb

mc

cb

pb

Theory of Planned Behaviour (TpB)

Behavioural Beliefs

NormativeBeliefs

ControlBeliefs

Attitude Towards

the Behaviour

SubjectiveNorm

PerceivedBehavioral

Control

Intention

BehaviourActual

BehaviourControl Copyright © Icek Azin 2002

B = γ1Aact + γ

2SN + γ

3PBC

Behaviour (B) = Behaviour intentAact = Attitude – postitive/negative evaluation of performing behaviour

SN = Subjective Norm – persons perception of the social pressures on him/her to/not to perform behaviour

PBC = Percieved behavioural control – pervieved ease/difficulty of performing a behavour

Follow up control after initial questionnaire: Actual Behaviour Control – correlation between stated intent and actual intent.

bs

oe

nb

mc

cb

pb

Example of phrasing a question for TORA

Behaviour being examined: Using disinfectant to prevent disease in pigs when cleaning

Action in question: Disinfecting

Target of question: Disinfectant

Context in which to view question:Cleaning living areas for pigs

Time: Within monthly hygiene practices

Important to avoid changes in behaviour over time

Examples of TORA questionsBehavioural Beliefs and Attitude towards Behaviour

Intention of behaviour (bs):„How strong is your intention to strictly follow the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“

Very strongly (+2), Strongly (+1), Undecided (0), Not so strong (-1), No intention (-2)

Emotive measure (oe):„In your opinion how good or bad would it be to strictly follow the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“

Very good (+2), good (+1), Don't know (0), bad (-1), very bad (-2)

Calculated attitude = intention of behaviour (bs) x emotive measure (oe)Value: 4 to -4

Behavioural Beliefs

Attitude Towards

the Behaviour

bs

oe

Examples of TORA questionsSubjective Norm

The stated subjective norm:„Would people who you respect in the farming industry be supportive or opposed if you adopted the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“

Very supportive (+2), supportive (+1), Don't know (0), opposed (-1), very opposed (-2)

Motivation to comply (mc):„How strongly motivated would you be to comply with your veterinarian if he/she ask you to strictly follow the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“

Very motivated (+2), motivated (+1), Don't know (0), not very motivated (-1), not at all motivated (-2)

Motivation to comply = normative belief (nb) x motivation to comply (mc)Value: 4 to -4

The calculated subjective norm (nb):„How strongly do you feel the would agree with your veterinarian in adopted the Ministry of Agricultures recommended guidelines regarding disinfection of pigs pens during the next year?“

Strongly agree (+2), agree (+1), Don't know (0), diagree (-1), strongly disagree (-2)

NormativeBeliefs

SubjectiveNorm

nb

mc

Statistical application (TORA)Spearman coefficient correlations (r)

Attitude sb x oe

Mean: 3.78Range (+36 to -36)

Subjective Normnb x mc

Mean: 0.36Range (+2 to -2)

IntentionMean: -0.66

Range (+2 to -2)

BehaviourMean: 0.36

Range (0 to 1)

r=0.261(*)

r=0.343(***)

r=0.387(***)

In example Subjective norm is more

important than the attitude

Ranked influenceal „drivers“• Cost effective (range +4 to -4) (***)• Improve mortality rates (range +4 to -4) (***)• Improve health (range +4 to -4) (***)• Effective for all ages (range +4 to -4) (**)

One significant subjective norm

From presentation by Chris Garfoth

Behavioural Beliefs

Attitude Towards

the Behaviour

bs

oe

NormativeBeliefs

SubjectiveNorm

nb

mc

Application of questions

Survey questionnaires1. Answerable in 15 minutes2. Behaviours addressed kept to a minimum of 33. Keep the number of referents and outcome beliefs to a manageable number4. Stated subject norm should only be applied to specific behaviours5. Pay particular attention to the layout of the questionnaire.

Running veterinary research with TORA

DAHREVA A study aiming to improve the health recording systems.

Assessment of the validity of the dairy health recording systems in the Nordic countries (funding: NKJ – 127), *

PhD students Cecilia Wolff – SwedenMari Espetvedt – Norway Simo Rintakoski – FinlandAnn-Kristina Lind - Denmark

Thank you

Next Journal Club...

18 March, 13:00

Toiv Haljasorg:

Mass spectrometry and applications in science