"The theory of reasoned action (TRA), developed by Martin Fishbein and Icek Ajzen, states that individual behaviour is driven by behavioural intention. Starting from the behavioural intentions, these include the functions of an individual’s attitude towards the behaviour and the subjective norm surrounding the performance of the behaviour. Accordingly, the actual use of an innovation is determined by the individual’s behavioural intention to use it. The Attitude towards an act or a behaviour are the individual’s positive or negative feelings about performing a behaviour, determined through an assessment of one’s beliefs. Subjective norm is defined as an individual’s perception of whether people important to the individual think the behaviours should be performed."

TRA In The Context of My Reflection

For me, TRA has been demonstrated throughout my life when it came to deciding on college majors and career paths. My parents, especially my dad, are active in my life and are very vocal about their expectations for me and my future. In regards to my future career, my behavior, which in this case is my decision to pursue corporate PR, was predicted by  a combination of my attitude towards PR because it is a natural fit for my skills and attributions, and the subjective norm, which is my parents push for me to pursue a degree that makes good money.