COMM 318 1st Edition Lecture 6Outline of Last Lecture I. Theory of AttitudeOutline of Current Lecture II. Theory of Reasoned ActionIII. Theory of Planned BehaviorCurrent Lecture(6)Tuesday, February 10, yTHEORY OF REASONED ACTION AND THEORY OF PLANNED BEHAVIORI. Theory of Reasoned Action(Attitude + Subjective Norms —> Behavior + Behavioral Intention)A. components1. behavior: any action that one can perform2. behavioral intention: a plan to act (or not act)3. attitude: a relatively global evaluation of some object based on the combination of beliefs and evaluations4. subjective norms: influence of important others• normative beliefs: are the target person’s beliefs about a behavioral prescription held by another person in regard to the target person• your belief that another person thinks that you should behave in a certain way• “how much does Person X think that you should do Behavior Y?”• motivation to comply: • is the extent to which an individual wants to conform with the wishes of particular others• “to what extent do you think that you should do as Person X wants you to do?”5. must be sure to identify key important others• people who the individual deems important6. attitudes and subjective norms are a useful way to predict people’ s behaviorsB. Implications1. at least 4 ways to influence behavioral intentions (and, thus, behavior):• influence subjective normsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.• change motivation to comply with a referent• make a referent more/less salient• add new referent• influence attitudes• change beliefs• add new beliefs• change evaluationsII. Theory of Planned Behavior (Attitude + Subjective Norms + Perceived Behavioral Control —> Behavior + Behavioral Intention)A. Perceived Behavioral Control: a general estimate of the likelihood that a person could, if she or he wished, enact a particular behavior1. perceived facilitation: the availability if resources needed to execute a behavior• do I have the resources?2. control beliefs: the beliefs that an individual holds regarding his or her personal abilityto carry out a behavior• can i do
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