Theory of reasoned action

Theory of reasoned action is developed by Ajzen and Fishbein (1980) this theory holds that purchase intentions are composed of interrelated components. These are the subjective norms, and the beliefs about the probable outcomes that a behaviour will lead to.

Definitions

According to the Marketing Communications by Fill (5th edition),

Theory of reasoned action. Developed by Ajzen and Fishbein (1980) this theory holds that purchase intentions are composed of interrelated components. These are the subjective norms, and the beliefs about the probable outcomes that a behaviour will lead to.