Abstract
Theory of Reasoned Action (TRA) is widely used in different decision making situations. The TRA model measures behavioral intentions and predicts a certain behavior on the basis of these behavioral intentions. Literature has questioned the predictive ability of TRA model in terms of behavior prediction in a decision making situation as there are number of factors which may influence the decision making process. One of these factors is identified as “emotions” experienced during the decision making process. The paper makes an attempt to improve the TRA model by incorporating the emotions at two different points in the model i.e. emotions as antecedents and emotions as mediators between attitude and behavioral intention. It is proposed that this inclusion of emotions in the TRA model will improve the overall predictability power of the model.
Highlights
Theory of Reasoned Action (TRA) is proposed to explicate the process through which human behavior is developed or performed
This assumptive definition of human behavior was criticized mainly on limiting the predictive ability of TRA model such that human behavior is modeled by factors like time, resources, and promotional campaigns as well
When we argue that emotions are an antecedent to attitude or behavior it implies that emotions exist before the attitudes or behaviors are formed
Summary
Theory of Reasoned Action (TRA) is proposed to explicate the process through which human behavior is developed or performed. Affect has been incorporated in the original model of TRA in the form of evaluation of beliefs, but the authors interchangeably used the terms of evaluation and affect, masking the discriminant effect of human emotions in predicting the actual behavior. This fact, probably, has reduced the power of the model and has created an error in the measurement of behavioral intentions. Second section provides the theoretical discussion on improved model of TRA
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