Theory of reasoned action

The theory of reasoned action aims to explain the connection between attitudes and behaviours. It's usually used to predict how individuals will react based on pre-existing attitudes and behavioural intentions. An individuals decision to engage in a bahvoior is based on their perceived expectations of preforming the behavior. the theory was developed in 1967 by Martin Fishbein and Icek Ajzen, the theory is derived form other research at the time with in social psychology, pursuation models and attitude theories. The theory of reasoed action suggests that there is a relationship between attetide and behaviors. critics estimated that attitude theories were not indicating to be good indicators of human behavior. The TRA was revised and expanded later on as to clear out any discrepancies. the theory is also used as a theory of understanding.

The main reason for TRA is to understand an individuals' voluntary behavior by examining their underlying basic motivation to do an action (Doswell et al., 2011).  TRA states that a person's intention to perform a behaviour is the main predictor of whether or not they actually perform that behaviour. in addition to that there is the complication of social norms surrounding the action, this also contributes to wether someone is likely to colete the behavior. According to TRA is the intention of preforming said act weighted heavier than the actual behavior. Behavioural intention is important to the theory because these intentions "are determined by attitudes to behaviours and subjective norms"(Colman, 2015). The theory of reasoned action suggests that the stronger intentions lead to heightened effort to preform the behaviour, will increase the likelihood of the behaviour to be performed.  

the theory of reasoned action and planned behavior are comprehensive theories of many behaviors that specify by using a limited amount of psychological variables that can influence a behavior, with more with o the intention to possibly do something. (Albarracín et al., 2001) subjective norm refer to the belief that an important person or group of people will approve and support a particular behaviour. Subjective norms are determined by the perceived social pressure from others for an individual to behave in a certain manner and their motivation to comply with those people's views Normative belief: an individual's perception about particular behavior, which is influenced by the judgment of significant others. Perceived behavioral control: an individual's perceived ease or difficulty of performing the particular behavior (Ajzen, 1988)

The theory of reasoned action (top) and the theory of planned behavior (bottom).
Σ nbj*mj = sum of Normative Beliefs × Motivation to Comply (indirect norm);
 Σ bi*ei = sum of Beliefs × Evaluations (indirect attitude).

The TRA as developed to be used within the field of health to understand health behaviours, theories has suggested that theory of reasoned action can be applied to any given context to understand human behaviour. Although the scope of TRA is wide, the theory still has its limitations and like any other theory, it needs to be refined and improved upone. According to Sheppard, behavioral intention can predict the performance of "any voluntary act, unless intent changes prior to the performance or unless the intention measure does not correspond to the behavioral criterion in terms of action, target, context, time-frame and/or specificity"(Sheppard, Hartwick and Warshaw, 1988). Ajzen acnowlanged that some behaviors will have a higher chance of issues in terms of control over the study than anothers. this is because an induvidual can never be absolutely certain of what they would do in a certain positions and how they would carry out their intatntions. when we view it in that way the intention is a goal that is linked to the achievement of the subject is somewhat uncelar.  (Sheppard, Hartwick and Warshaw, 1988)Theory of reasoned action can be applied to much for example marketing. Brands use TRA to see what consumers are going to buy and how to create materials for campaigns based on the information from the theory (Belleau et al., 2007). 

Theory of reasoned action is applied to redefine brand loyalty. According to TRA the previous purchasing behaviour are attitudes towards the purchase and subjective norm. In 1998 Choong Lyong Ha conducted study  investigating the relationships between the previous units of brand loyalty by using the theory of reasoned action. Consumers are brand loyal when both attitude and behavior are favorable. Ha developed 8 combinations of consumers' brand loyalty based on their loyalty with three variables: attitudes towards behavior, subjective norm and purchase behavior. According to Ha, marketing managers should not be discouraged by a temporary disloyalty and need to strive for grabbing brand loyalty when customers are showing loyalty to two of the three variables, but they need to rediagnose their customers' brand loyalty when customers are showing loyalty to only one of them. The main focus should be pointed at either enhancing the consumer's attitude toward their brand or adjusting their brand to the social norms. 

how can a brand be perceived 

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