Theory of Reasoned Action

Definition:
A theory developed by Martin Fishbein which links attitudes to behavioural intentions to actual behaviour. According to this theory decision makers evaluate the likely consequences of choice behaviour and choose the course of action with the most favourable outcomes. For predictive purposes it is necessary to measure behavioural intentions rather than attitudes because an individual may hold a favourable attitude towards an object without any intention of buying it.

Cross-References:
[attitude]

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