Theory of Reasoned Action: Understanding Consumer Behavior in Fine Dining

Running Head: THE THEORY OF REASONED ACTION 1
Marketing Consumer Behavior
Name
Affiliation

THE THEORY OF REASONED ACTION 2
Marketing Consumer Behavior
Introduction
Fine dining simply means eating well every day, and all depend on one’s choice of food
to individual beliefs, attitude towards particular food of choice, intentions to particular order of
meals, norms and the behavior. Reasoned action theory (TRA), suggest that individual conduct is
driven by behavioral aims. The hypothesis got specific consideration in the consumers buying
conduct as it gives a straightforward device to recognize conceivable outcomes to change
consumers' conduct. The Theory of reasoned action which originated from Fishbein in the year
1967 outlines the existing relationship between beliefs, behaviors, attitude, intentions and norms
of an individual. As stated by the theory, one’s behavior (e.g., to use different food from the
other friends) is established by just looking into his or her intention to engage in that particular
behavior (like, decide use certain types of meal in a hotel), the intention can be said to be as
result of his or her attitude inclining on engaging the behavior also the social effects perceived
from friends who are significant to him or her.
Since the resemblance between individuals across the world is difficult to gauge, it is
likewise difficult to prescribe and make decisions that clarify how all individuals settle on
purchasing choices (Lim, Al-Aali,. & Heinrichs, 2015). To some extent, experienced researchers
who examine purchaser’s behavior have displayed a helpful "layout" or set of rules of worthy
direct or method with respect to how a consumer chooses to make a purchase
The theory also recognizes the external factors which are not included in the model but
are very important as it also have notable effects in the formation of beliefs. Some of these
external variables include: personality features, behavioral target characteristics and

THE THEORY OF REASONED ACTION 3
demographics. According to the Fishbein model, it established that, external factors only
indirectly affect the behavior intention by affecting the normative believes and self-behaviors
(Mishra, Akman, & Mishra, 2014).
The theory of reasoned action
Intentions
Intention is the "likelihood, as expressed by the respondent that he/she will play out the
expressed activity" (Kim, Zhang, Yu, Koenigsfeld, & Cichy, 2016). It alludes to the expectation to play
Believe about
Outcomes
•Evaluation of
These outcomes
-Believe about
important
other’s
Attitudes to the
Behavior
•Motivation to
comply with
important others
Subjective
norms
Importance
norms
Attitudes
towards
behavior
Behavior
intention Behavior