Theory of Reasoned Action

The Theory of Reasoned Action (TRA) is a widely recognized and widely accepted theory of human behaviour that aims to explain how people make decisions about their actions. Developed by Icek Ajzen and Martin Fishbein in the 1970s, the theory posits that behaviour is determined by the individual's attitudes and subjective norms, which in turn are influenced by the individual's beliefs and the perceptions of others.

One of the key strengths of the TRA is its ability to explain why people act in certain ways. According to the theory, an individual's behaviour is influenced by their attitudes and subjective norms, which are based on their beliefs and perceptions of others. For example, if an individual believes that smoking is harmful and perceives that their friends and family disapprove of smoking, they are less likely to smoke. Another strength of the TRA is its ability to predict behavior. The theory predicts that individuals will act in a way that is consistent with their attitudes and subjective norms. Therefore, if an individual's attitude towards a behaviour is positive, they are more likely to engage in that behaviour, and if an individual's subjective norm is negative, they are less likely to engage in that behaviour.

Limitations:

The limitations of the Theory of Reasoned Action (TRA) include:

1. It assumes that individuals make decisions based on rational thinking and are aware of their attitudes and subjective norms. However, in reality, people may not be aware of their attitudes and subjective norms, and they may make decisions based on emotions or other factors.

2. It does not take into account the influence of external factors, such as cultural norms or societal pressures, on behaviour. This can lead to oversimplifications when trying to understand and predict behaviour in a larger context.

3. It does not consider the role of past experiences, emotions, or personal values on behaviour. These factors may also affect how individuals make decisions and act.

4. It does not account for the complexity of human behavior and decision-making. People may make decisions based on multiple factors, not just their attitudes and subjective norms.

5. It does not consider the role of personality traits, such as impulsivity or self-control, on behaviour.

6. The theory can be difficult to test empirically because it relies on self-reported attitudes, beliefs, and subjective norms, which can be subject to social desirability bias.

7. It might not be generalizable across different cultures and societies, as the attitudes and subjective norms may vary based on the cultural context.