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17강4
The theory of reasoned action maintains that a person's decision to engage in a purposeful activity depends on several factors, of which some are situational and some are mediated by personal dispositions or characteristics. At the core of the theory is the idea that when people engage in a given behavior it is because they formed an intention to do so and have reasons for their decision to actualize their intentions. Because of this, much of our behavior can be characterized as "reasoned action". Fishbein and Ajzen suggested that behavioral intentions are controlled by two factors: attitude toward an act and the normative component. Attitude toward an act is influenced by the beliefs that people have about the consequences of performing an act. The normative component is controlled by our beliefs about what valued others (i.e., people important in our lives) expect us to do. For some behaviors we rely more on our attitude toward an act, whereas for other behaviors we may rely more on the normative component for guidance on how to behave.
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