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Theory of Reasoned Action (TRA)

TRA posits that individual behaviour is driven by behavioural intentions where intentions are a function of attitudes.

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Theory of Reasoned Action (TRA) - Combined Chart
What is:

Theory of Reasoned Action (TRA)

In simple words, imagine:

It's like deciding to eat vegetables because you believe it's healthy and your parents approve.

The Theory of Reasoned Action (TRA) explains how people make decisions based on their attitudes and what they think others expect them to do. Two main things influence our actions:

  • Attitude: How we feel about doing something
  • Subjective norm:  What we believe others think we should do

If both are positive, we’re more likely to act. TRA helps companies predict behaviour by understanding these influences.

Explain it to Grandma:

It’s like deciding to join a book club because you enjoy reading and your friends think it’s a great idea. This theory is about how our actions are influenced by what we believe and what the people around us think, like choosing to join the club because it feels right and is supported by your friends.

Business Cases:

Procter & Gamble (P&G)
Twitter
American Express
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Procter & Gamble (P&G)
Tide Pods
Fast-Moving Consumer Goods (FMCG)

P&G applied the Theory of Reasoned Action when marketing Tide Pods, focusing on changing consumer attitudes towards laundry products and influencing their intention to purchase through targeted messaging that emphasised convenience and efficacy.

Result
Highly successful
Tide Pods became a popular product, significantly impacting the market and solidifying P&G’s position as a leader in the FMCG sector.
Twitter
Twitter Ads
Social Media Platforms

Twitter used the Theory of Reasoned Action to design its advertising platform, focusing on influencing user attitudes towards promoted content and driving engagement through socially influenced behaviour.

Result
Mixed success
While Twitter Ads generated revenue, user engagement with ads was variable, reflecting challenges in influencing consumer behaviour on the platform.
American Express
Membership Rewards Programme
Credit Card Marketing

American Express leveraged the Theory of Reasoned Action to enhance its Membership Rewards programme, aiming to influence cardholders’ intentions to use their cards more frequently by offering appealing rewards and incentives.

Result
Successful
The programme has been effective in driving card usage and customer loyalty, making it one of the most successful rewards programmes in the industry.

Academic Research:

Theory of Reasoned Action (TRA)

Authors:

Martin Fishbein and Icek Ajzen

Paper Link

https://scholar.google.com

Year Researched

1980

Summary:

The Theory of Reasoned Action stated that individual behaviour is driven by behavioural intentions, which are a function of attitudes towards the behaviour and subjective norms.

Some links

  • https://link.springer.com/referenceworkentry/10.1007/978-3-030-39903-0_1619
  • https://open.ncl.ac.uk/theories/2/theory-of-reasoned-action
  • https://www.simplypsychology.org/theory-of-reasoned-action.html
  • https://www.sciencedirect.com/topics/psychology/theory-of-reasoned-action
  • https://en.wikipedia.org/wiki/Theory_of_reasoned_action