The effects of attitudes on behaviors represent a significant research enterprise within psychology. Two theoretical approaches have dominated this research: the theory of reasoned action[23] and, its theoretical descendant, the theory of planned behavior, both of which are associated with Icek Ajzen. Both of these theories describe the link between attitude and behavior as a deliberative process, with an individual actively choosing to engage in an attitude-related behavior.
The theory of reasoned action (TRA) is a model for the
prediction of behavioral intention, spanning predictions of attitude and
predictions of behavior. The subsequent separation of behavioral intention from
behavior allows for explanation of limiting factors on attitudinal influence
(Ajzen, 1980). The Theory of Reasoned Action was developed by Martin Fishbein
and Icek Ajzen (1975, 1980), derived from previous research that started out as
the theory of attitude, which led to the study of attitude and behavior. The
theory was "born largely out of frustration with traditional
attitude–behavior research, much of which found weak correlations between
attitude measures and performance of volitional behaviors" (Hale,
Householder & Greene, 2003, p. 259).
The theory of planned behavior was proposed by Icek
Ajzen in 1985 through his article "From intentions to actions: A theory of
planned behavior." The theory was developed from the theory of reasoned
action, which was proposed by Martin Fishbein together with Icek Ajzen in 1975.
The theory of reasoned action was in turn grounded in various theories of
attitude such as learning theories, expectancy-value theories, consistency
theories, and attribution theory. According to the theory of reasoned action,
if people evaluate the suggested behavior as positive (attitude), and if they
think their significant others want them to perform the behavior (subjective
norm), this results in a higher intention (motivation) and they are more likely
to do so.
A counter-argument against the high relationship between behavioral intention and actual behavior has also been proposed, as the results of some studies show that, because of circumstantial limitations, behavioral intention does not always lead to actual behavior.