Martin Fishbein. “A Reasoned Action Approach to Health Promotion.” Medical Decision Making, 2008.

Martin Fishbein
Research Area: 

Article by Martin Fishbein in the journal Medical Decision Making (Issue 28, 2008, 834-844). 

This article describes the integrative model of behavioral prediction (IM), the latest formulation of a reasoned action approach. The IM attempts to identify a limited set of variables that can account for a considerable proportion of the variance in any given behavior. More specifically, consistent with the original theory of reasoned action, the IM assumes that intentions are the immediate antecedents of behavior, but in addition, the IM recognizes that environmental factors and skills and abilities can moderate the intention-behavior relationship. Similar to the theory of planned behavior, the IM also assumes that intentions are a function of attitudes, perceived normative pressure and self-efficacy, but it views perceived normative pressure as a function of descriptive as well as of injunctive (i.e., subjective) norms. After describing the theory and addressing some of the criticisms directed at a reasoned action approach, the paper illustrates how the theory can be applied to understanding and changing health related behaviors. Key words: medical decision making, attitude, behavioral prediction, reasoned action, integrative model.