The Practical Applications Assessment

The Practical Applications Assessment
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The Practical Applications Assessment
The Theory of Reasoned Action (TRA) is a model developed by Martin Fishbein and Icek Ajzen in 1975. It suggests that individuals' behavior is under volitional control, whereby people believe they can apply a behavior if they are prepared. It has its origins in attitude theories as well as the field of social psychology. It focuses on the creation of a system of reflection of two distinct sets of variables: attitudes (positive or negative views and assessments tied to the success of an objective) and subjective norms (depictions of the individuals' awareness concerning the capacity of achieving those objectives with the product) (Netemeyer et al., 1993). Therefore, behavioral intention, which results in actual behavior, is the summation of attitude and subjective norms, as shown in the figure below.
16668757620Attitude towards behaviorAttitude towards behavior190507620Beliefs and evaluationsBeliefs and evaluations
4400550504825
28098742857500281939953339900116205010090151162050381003257550123825Behavioral intentionBehavioral intentionright114300Actual BehaviorActual Behavior1666875600075Subjective normSubjective norm28575619125Normative beliefs and Motivation to complyNormative beliefs and Motivation to comply
(Davis et al., 1989)
Attitudes can influence the target behavior (wearing a mask) in that people are likely to wear a mask (actual behavior) if they evaluate the target behavior as positive as this results in a higher intention (Rambocas et al., 2018). Their attitudes towards wearing a mask can also be harmful in which case they may not have as much motivation to actually perform the target behavior. One component of attitudes (according to TORA) is that of perceived susceptibility to Covid-19. While it is common knowledge that face marks reduce the risk of contracting coronavirus, people’s attitude concerning their vulnerability factors in their motivation to wear them. I would go about changing this attitude component through extensive public health campaigns that stress the inherent risk in assuming that those around them cannot be sick or that the virus is not severe. Hanging posters in public spaces and running media advertisements that stress individuals’ responsibility to stop the spread of coronavirus and protect those around them by wearing masks will go a long way in changing the attitude component.
Subjective norms also influence the target behavior (wearing a mask) in that people observe those around them when deciding to perform the target behavior. For instance, if there is a general prevalence in face mask use in a community or public space, people are likely to wear them. However, if the majority of people are neglectful in wearing face masks, it is likely that the undecided population will also not be motivated to wear them. One component of subjective norms (according to TORA) that I would like to change is society’s perception of the importance of wearing a mask. I would go about changing this subjective norm component in the same manner: through extensive public health campaigns that stress ...