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Business Review

Abstract

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 as antecedents and emotions as mediators between attitude and behavioral intention. It is proposed that this inclusion of emotions in the TRA model will improve the overall predictability power of the model.

Keywords

TRA, Emotions, Behavioral intentions, Decision making

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

March 30, 2021

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