The theory of reasoned action

Ajzen and Fishbein (1975) developed the Theory of Reasoned Action (TRA). Based on their empirical data in a number of industries they proposed that actions by an individual were based on the interaction of two factors. One of these factors is personal and the other is social. The personal factor was termed “attitude toward the behavior” and was based on the individual’s positive or negative evaluation of performing the behavior. (Ajzen and Fishbein, 1975) The second factor was based on the individual’s perception of the social pressure being placed on him to conform to a certain accepted norm. This factor was termed, “subjective norm”. (Ajzen and Fishbein, 1975)
They separated beliefs into two different kinds, those “behavioral beliefs” toward a behavior and those “normative beliefs” about what others thought about whether or not the individual should or should not perform the behavior. This emphasis on attitudes toward behavior instead of toward objects was a major deviation from the fundamental assumptions of much social research of the time. (Ajzen and Fishbein, 1975)