Expanding the expectancy-value model - Theory of reasoned action
3 important questions on Expanding the expectancy-value model - Theory of reasoned action
Theory of reasoned action model:
- represents a comprehensive integration of attitude components into a structure that is designed to lead to both better explanation and better predictions of behavior
- Accounts for social and personal influences
- Introduces the concept of intention
The TRA model expands the tcam with intention, what does this mean?
In accordance with this expanded model, to understand intention we also need to measure the subjective norms that influence an individual’s intention to act.
What is this subjective norm?
the person’s perception that most people who are important to him think he should or should not perform the behavior in question
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