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This theory provides a framework to study attitudes toward behaviors. According to the theory, the most important determinant of a person’s behavior is behavior intent. The individual’s intention to perform a behavior is a combination of attitude toward performing the behavior and subjective norm. The individual’s attitude toward the behavior includes; Behavioral belief, evaluations of behavioral outcome, subjective norm, normative beliefs, and the motivation to comply. If a person perceives that the outcome from performing a behavior is positive, she/he will have a positive attitude forward performing that behavior. The opposite can also be stated if the behavior is thought to be negative. If relevant others see performing the behavior as positive and the individual is motivated to meet the exceptions of relevant others, then a positive subjective norm is expected. If relevant others see the behavior as negative, and the individual wants to meet the expectations of these “others”, then the experience is likely to be a negative subjective norm for the individual. Attitudes and subjective norm are measured on scales (as an example the Likert Scale) using phrases or terms such as like/unlike, good/bad, and agree/disagree. The intent to perform a behavior depends upon the product of the measures of attitude and subjective norm. A positive product indicates behavioral intent (Glanz, & Lewis, & Rimer, Eds, 1997). TRA works most successfully when applied to behaviors that are under a person’s volitional control. If behaviors are not fully under volitional control, even though a person may be highly motivated by her own attitudes and subjective norm, she may not actually perform the behavior due to intervening environmental conditions.  The reason I choose this theory is because I realized that there are many journals using this theory and it appears in most of the journals that I have study. 


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