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Expectancy–value theory was originally created in order to explain and predict individual's attitudes toward objects and actions. Originally the work of psychologist Martin Fishbein [ citation needed ] , the theory states that attitudes are developed and modified based on assessments about beliefs and values.
Martin Fishbein (March 2, 1936 Brooklyn, New York – November 27, 2009 London) [1] was a social psychologist, considered influential, and active AIDS prevention. He had been director of the health communication program at the University of Pennsylvania Public Policy Center of the Annenberg School for Communication .
The RAA originally came from Jacqueline Eccels' [4] expectancy-value theory. Later Martin Fishbein and Icek Ajzen [5] extended expectancy-value theory into the theory of reasoned action (TRA) by adding the element of intention. Then, they took the element of intention into account and created the theory of planned behavior. [3]
A positivistic approach to behavior research, TRA attempts to predict and explain one's intention of performing a certain behavior.The theory requires that behavior be clearly defined in terms of the four following concepts: Action (e.g. to go, get), Target (e.g. a mammogram), Context (e.g. at the breast screening center), and Time (e.g. in the 12 months). [7]
[3] TPB developed out of TRA, a theory first proposed in 1980 by Martin Fishbein and Ajzen. TRA was in turn grounded in various theories bearing on attitude and attitude change, including learning theories , expectancy-value theories , attribution theory , and consistency theories (e.g., Heider's balance theory , Osgood and Tannenbaum's ...
[38] The theory was developed from the theory of reasoned action, which was proposed by Martin Fishbein together with Icek Ajzen in 1975. The theory of reasoned action was in turn grounded in various theories of attitude such as learning theories, expectancy-value theories, consistency theories, and attribution theory.
Icek Ajzen (born 1942, Chełm, Poland) is a social psychologist and professor emeritus at the University of Massachusetts Amherst.He received his doctorate from the University of Illinois at Urbana–Champaign, and is best known for his work, with Martin Fishbein, on the theory of planned behavior. [1]
One example Morwitz et al. refers to is Icek Ajzen's theory of planned behaviour, Martin Fishbein and Ajzen's theory of reasoned action, as well as research conducted by Shepherd, Hardwich and Warshaw 1988. [3]