This book is a step-by-step guide for correctly applying Fishbein and
Ajzen's theories which together form " . . the dominant conceptual
framework for predicting, explaining, and changing human social
behavior" (Ajzen, 2012). Evaluators and educational researchers,
however, have often made less than optimal use of the theory of reasoned
action, and the later theory of planned behavior, to understand,
measure, and influence beliefs, attitudes, and behavior.
This book is written expressly for investigators who are not trained
in attitude theory and measurement. It provides examples from the fields
of evaluation and educational research at each step, including many from
the author's applications. This book offers clear conceptual and
operational definitions of belief, attitude, behavior, and other
variables that are components of the theories. Figures illustrate
relations among the variables. One chapter critically reviews efforts to
apply the theories in evaluation and educational research, using
positive and negative examples.
The author has 30 years' experience in evaluation and research, a
doctorate in education, and training in attitude theory and
measurement with Martin Fishbein. The author's dissertation study was
the first successful application of the theory of reasoned action to
the issue of participation in adult education, and prompted others in
that field to apply the theory.