Behavioral reasoning theory: Identifying new linkages underlying intentions and behavior

This study developed and tested a new theory of behavior, entitled behavioral reasoning theory. The theory proposes that reasons serve as important linkages between beliefs, global motives (e.g., attitudes, subjective norms, and perceived control), intentions, and behavior. An underlying theoretical assumption in this framework states that reasons impact global motives and intentions, because they help individuals justify and defend their actions. Four studies were conducted to test theoretical propositions. Using confirmatory factor analyses and structural equation modeling, Study 1 demonstrated that reasons (for and against the behavior) were differentiated from global motives and independently predicted intentions and behavior. Through orthogonal manipulation, Study 2 showed that global motives and reasons influenced intentions. Study 3 found that reasons contributed to the prediction of intentions beyond traditional belief concepts and that belief concepts predicted reasons. Finally, Study 4 experimentally demonstrated that traditional belief concepts (including interaction terms) and reasons influenced global motives and intentions. In all, while traditional concepts explained significant amounts of variance, the overall results suggest that reason concepts explain meaningful amounts of additional variance and, thus, also need to be considered.