9Theory of Reasoned Action AttitudePersonal beliefs about value of behaviorSubjective normsSocial environments value on behaviorBehavioral IntentionCombination of both, predicts behaviorThe two concepts of this theory are attitude and subjective norms. The theory of Reasoned Action says that attitude towards a behavior and subjective norms are the two main predictors of behavioral intention. Attitude refers to the individuals beliefs about the value equated with doing a behavior. The subjective norm refers to the importance an individual puts on what other people value. The behavioral intention is the combination of the two and predicts actual behavior.
10Example Theory of Reasoned Action The validity of the behavioral intention is based upon the commonality between the measure of intention and behavior.
11Health Belief Model Rosenstock “an individual is likely to take action related to a given health problem based on the interaction between four different types of belief.”Nutbeam 1999
13Health promotion approaches Medical or preventiveBehaviour changeEducationalEmpowermentSocial change
14Social Learning Theory Built on understanding of the interaction of the individual and his/her environment.Taken as a whole, it provides insight into approaches to improve individuals’ knowledge and skills to act to improve their health.It explicitly identifies the importance of social norms and cues, and environmental influences on health behaviour.
15Social Learning Theory EnvironmentBehaviourPersonalCognitiveFactors