Content
Discussion
Theories
of Reasoned Action and Planned Behaviour
Like the Health
Belief Model, the theories of reasoned action and planned behaviour
(see 4.2) were developed to explain behaviour change at the individual
level.
Bear in mind
that these theories are based on the assumption that intention to
act is the key determinant of behaviour, and that all other factors
affecting behaviour are mediated through behavioural intention.
| Figure
4.2: Major Elements of the Theory of Planned Behavior |
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| Source:
Adapted from Nutbeam and Harris, 1998 |
Figure 4.2 shows
how behavioural intentions are thought to be influenced by three
factors:
attitudes towards behaviours, which are determined by the
belief that a desired outcome will occur if a particular
behaviour is followed and that the outcome will be beneficial
to health (similar to the health belief model); for example, people
will be more likely to have a positive attitude towards using
sunscreen if they believe it’s an effective means of achieving
the desired outcome (preventing skin cancer);
subjective
norms, which relate to a person’s beliefs about what
others think she or he should do (normative beliefs) and
by an individual’s motivation to comply with the wishes of
others; for example, if a smoker feels that most people do not
smoke and that most of his/her friends want them to quit, then
it is more likely she/he will develop subjective norms that favour
quitting; and
perceived behavioural
control recognizes that a person’s intentions will become
significantly more likely to lead to behaviour if he/she feels
greater personal control over a behaviour (a concept closely linked
to the notion of self efficacy in social learning theory);
for example, a new mother may be more likely to breastfeed her
baby if she has a higher degree of perceived behavioural control,
or confidence, in her ability to breastfeed.
The theories
of reasoned action and planned behaviour can be useful in thinking
about what information you need to get from individuals before developing
a program that meets their health needs. It highlights the importance
of understanding a group’s beliefs about an issue, whom they
see as affecting these beliefs and their behaviour, and what they
see as the barriers to taking actions that may promote their health.
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