The Theory of Reasoned Action was developed in 1967 that looks at the expectations of the person who performs the behavior (Fishbein & Azjen, 1975).  The job of the person using this model is basing their outcomes on what the person or group expects will happen, not what they think should happen.  This points back to perceptions.  Even if I believe the outcome to a behavioral intervention will be positive, the person may have beliefs which has them thinking otherwise.  In public health we can assume anything about any group we are working with.

Read More>>