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A Reasoned Action Approach to Health Promotion

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  • Martin Fishbein

    (Annenberg Public Policy Center, Annenberg School forCommunication & Center of Excellence in Cancer Communication Research,University of Pennsylvania, Philadelphia, PA, mfishbein@asc.upenn.edu)

Abstract

This article describes the integrative model of behavioral prediction (IM), the latest formulation of a reasoned action approach. The IM attempts to identify a limited set of variables that can account for a considerable proportion of the variance in any given behavior. More specifically, consistent with the original theory of reasoned action, the IM assumes that intentions are the immediate antecedents of behavior, but in addition, the IM recognizes that environmental factors and skills and abilities can moderate the intention-behavior relationship. Similar to the theory of planned behavior, the IM also assumes that intentions are a function of attitudes, perceived normative pressure and self-efficacy, but it views perceived normative pressure as a function of descriptive as well as of injunctive (i.e., subjective) norms. After describing the theory and addressing some of the criticisms directed at a reasoned action approach, the paper illustrates how the theory can be applied to understanding and changing health related behaviors.

Suggested Citation

  • Martin Fishbein, 2008. "A Reasoned Action Approach to Health Promotion," Medical Decision Making, , vol. 28(6), pages 834-844, November.
    • Handle: RePEc:sae:medema:v:28:y:2008:i:6:p:834-844
    DOI: 10.1177/0272989X08326092
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    References listed on IDEAS

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    1. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
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