Psychology Commons^™

Incorporating Emotions As Antecedents And Mediators In Theory Of Reasoned Action (Tra) Model, Mobin Ul-Haque, Sarwar M. Azhar, Manqoosh Ur-Rehman

Business Review

Theory of Reasoned Action (TRA) is widely used in different decision making situations. The TRA model measures behavioral intentions and predicts a certain behavior on the basis of these behavioral intentions. Literature has questioned the predictive ability of TRA model in terms of behavior prediction in a decision making situation as there are number of factors which may influence the decision making process. One of these factors is identified as “emotions” experienced during the decision making process. The paper makes an attempt to improve the TRA model by incorporating the emotions at two different points in the model i.e. emotions …