Theory of considered action

The theory of reasoned action , and theory of rational action or Theory of Reasoned Action is a setting model for predicting behavior related to settings . It was developed in 1975/1980 by Martin Fishbein and Icek Ajzen as a social psychological theory.

Later, economics, especially marketing and technology acceptance research , also made use of the hiring model. In this context, the Fishbein model , Fishbein's attitude model or Ajzen / Fishbein's model are also used. Attitudes are understood here as a determinant of purchasing behavior ; accordingly, the theory describes a partial model in this context.

Ajzen himself took a revision and expansion prior to his theory, which he theory of planned behavior called and Theory of Planned Behavior.

overview

The target variable of the model is behavior. It is believed that a person's actual behavior is determined by their behavioral intent. The behavioral intention, according to the model, results on the one hand from the personal attitude to the observed behavior, on the other hand from subjective norms that a person perceives. Subjective norms are the sum of subjective social and normative assumptions and intentions that affect the intentions to act.

The attitude towards behavior results from the assumption about the result of the behavior and the evaluation of the result, similar to the expectation-for-value model based on motivational psychology . The perceived subjective norms, in turn, are the product of the consumer's assumption with regard to the social desirability of the observed behavior and the motivation to meet the social requirements (conformist behavior).

It is also important that the behavioral intention by no means necessarily leads to behavior. Because of its simplicity, the theory of deliberate action has been widely used, its causal relationships have been empirically verified and are viewed as fundamentally confirmed. Nevertheless, the theory's weakness is that it would only insufficiently consider covariables and the affective-cognitive view of people, which is why impulsive or emotional actions as well as unconscious or habitualized actions cannot be adequately explained. Especially situations in which individuals do not have complete freedom of choice, such as work situations, cannot be explained with the model.

The Fishbein model

The benefits of various alternatives are examined. If a product is to be rated, its characteristics have to be emphasized. The benefit of a product for the consumer is determined by assessing and weighting the properties of the product. The simplest possibility is to multiply the assessments and weightings by the consumer and to add the partial values to a total utility value .

The formula is: ${\ displaystyle E_ {ij} = \ sum _ {k = 1} ^ {n} B_ {ijk} \ cdot a_ {ijk}}$

${\ displaystyle n}$ - Number of properties to be assessed
${\ displaystyle E_ {ij}}$ - Attitude of person i to product j
${\ displaystyle B_ {ijk}}$ - probability perceived by person i of the existence of property k in product j
${\ displaystyle a_ {ijk}}$ - Evaluation of that property k of product j by person i

The product with the highest utility value has the highest purchase probability for the consumer . This means that the product is not necessarily bought. This depends on the consumer's situation. But it is most likely that he will buy it.

literature

Martin Fishbein, Icek Ajzen: Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research . Longman Higher Education (June 1975). ISBN 0201020890
Icek Ajzen, M. Fishbein, Robert L. Heilbroner: Understanding Attitudes and Predicting Social Behavior . Prentice Hall; Edition: Revised. (March 7, 1980). ISBN 0139364358

Individual evidence

^ Fishbein model - definition in the Gabler Wirtschaftslexikon
↑ Heribert Meffert: Marketing , Gabler, 10th edition, ISBN 978-3-409-69018-8 , page 124
↑ Olof Leps: Use and acceptance of e-government specialist applications in public administration . Logos Verlag, Berlin 2016, ISBN 978-3-8325-4272-6 , p. 19 .

Web links

Seminar paper as part of the course "Business Psychology: Psychological Workplace Design II" - treatise on attitudes , including Fishbein
The theory of considered action and the theory of planned behavior - script of social psychology
Attitude measurement models (PDF; 148 kB) - from an economic point of view
Methods for measuring brand image - Research paper of the University of Hamburg

[1] Fishbein model - definition in the Gabler Wirtschaftslexikon

[2] Heribert Meffert: Marketing , Gabler, 10th edition, ISBN 978-3-409-69018-8 , page 124

[3] Olof Leps: Use and acceptance of e-government specialist applications in public administration . Logos Verlag, Berlin 2016, ISBN 978-3-8325-4272-6 , p. 19 .