Theory of reasoned action

The theory of reasoned action, and the theory of rational action is a model for the prediction of behavior in the context of settings. It was 1975/1980, developed by Martin Fishbein and Ajzen Icek as socio-psychological theory.

Later, the economics, especially the marketing, setting model made ​​advantage. In this context is also the Fishbein model, spoken attitude model of Fishbein and Ajzen model / Fishbein. Settings are understood here as a determinant of purchasing behavior; therefore describes the theory in this context a partial model.

Overview

The model assumes that the final purchase decision is the result of a behavioral intention and a given situation. The behavioral intention, the model, in turn, resulted in part from the personal attitude towards the behavior under consideration, on the other hand, subjective norms, perceived by the potential consumer.

The attitude toward behavior results from the assumption of the outcome of the behavior and evaluation of the result, similar to the psychological motivation expectancy- value model. The perceived subjective norms, in turn, are the product of the acceptance of the consumer in relation to the social desirability of the observed behavior and motivation, the social requirements to meet ( conformist behavior).

It is important also that the behavioral intention does not necessarily lead to behavior by far.

The Fishbein model

This experiment investigates the benefits of various alternatives. If a product is to be evaluated, so you have to highlight its features. Use of a product to the consumer is determined by the assessment and weighting of the properties of the product. Easiest way is to multiply the estimates and weights by the consumer and add the part values ​​to a total benefit value.

The formula is: Eij = Bijk * aijk

  • N - number of properties to be evaluated
  • Eij - Adjustment of person i to product j
  • Bijk - of person i perceived probability of the existence of property k for product j
  • Aijk - Review just that property k of product j by person i

The product with the highest utility value to the consumer has the highest probability of purchase. This means that the product is not necessarily bought. This is dependent on the situation of the consumer. However, it is most likely that he will buy it.

Other adjustment models

There are other models of purchasing behavior. To name As an example, benefit-oriented selection models or black-box models. The user-oriented models include, for example, the ideal model, which describes alternatives about the distance to an ideal product of the consumer. In addition, there are non- compensatory models, in which individual properties are highlighted. Also common in the consumer research is the logit model of marketing that is based on the mathematical model. As a black-box model here is to call the Markov model, which is also based on the same mathematical model.

  • Semantic differential
  • Trommsdorff model

Development

Ajzen himself undertook a revision and extension of his theory, which he called the theory of planned behavior.

Weight function Property (philosophy) Black box theory
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