Public Speaking

Choose a Specific Purpose (^245)
The Theory of Reasoned Action (TRA) is another good way to think about the
process of motivating actions because it adds a social component—what our friends and
family think. It assumes that we are rational and will systematically weigh the costs and
benefits of acting, given an opportunity to do so.^28 We also act in ways that allow us to
meet the expectations of others. In short, our behaviors line up with three things: (1) our
attitudes, including both our beliefs and feelings about the topic; (2) our subjective
norms, which are our perceptions of what people who are important to us think we
should do; and (3) our perceived behavioral control, our opinion about our ability to
accomplish the behavior in question.^29 All three factors influence our intentions to act,
although our attitudes generally carry more weight. Interestingly, one study found that
people in a collectivist culture scored higher on subjective norms, but this did not neces-
sarily predict their intention to act.^30
For illustration, let’s say a speaker urges listeners to donate blood, and she wants
them to understand that they can easily do this. So, in addition to motivational appeals,
she includes specific information about where and when to find the bloodmobile on
campus. An audience member might reason like this:
I think I’ll donate blood this afternoon (intention) at the bloodmobile on campus
(opportunity). I dislike needles and taking time from my studying (negative attitude/
cost), but I like the idea of saving someone’s life (positive attitude/benefits). My friends
and family donate blood (subjective norms), and they’d admire me for donating
(benefits). Therefore, I’ll do it.
In contrast, another listener might respond differently:
I don’t intend to donate today or in the near future (intention). I hate needles and
can’t take time from studies (negative attitude/cost), and I do a lot of other things to
help others. None of my friends or family would know or care (subjective norms)
whether or not I went. So count me out.
In short, the Theory of Reasoned Behavior adds a social dimension to motivation.
People are moved to act, not only by inconsistencies between their behaviors and beliefs,
theory of reasoned action
(Tra) links behavioral inten-
tions with attitudes, subjec-
tive norms, and perceived
behavioral control; assumes
we rationally weigh costs and
benefits of our actions
subjective norms our per-
ceptions of what significant
people think we should do
perceived behavioral
control our opinion about
our ability to do a behavior
© Mangostock/Shutterstock.com
We are motivated to act when
our attitude toward the task
is positive, we think other
people would support our
actions, and we think we can
actually do the task. This
then reduces dissonance by
bringing our behaviors into
line with our ideals such as
helping others.
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