Winter 2019

An interview with Icek Ajzen and Arie Kruglanski on their new theory "The Theory of Reasoned Goal Pursuit"

Paul Branscum, PhD; Theories and Techniques of Behavior Change Interventions SIG Senior Co-Chair^âœ‰

Just this year Drs. Icek Ajzen and Arie Kruglanski published their first article on “The Theory of Reasoned Goal Pursuit,” a new theory they jointly developed. This theory combines the perspectives from the Theory of Planned Behavior (Ajzen) and Goal Systems Theory (Kruglanski) in a pursuit to have one parsimonious model.

I recently sat down with Dr. Ajzen and Dr. Kruglanski to ask some questions about their experiences of developing this new model.

Why did you develop this model?

Dr. Kruglanski: It is an interesting scientific story. In 2015 my colleagues and I published a paper criticizing major prior conceptions of the attitude behavior relations, including Ajzen and Fishbein’s theories. Our essential point was that attitude refers to liking (positive evaluation) of some attitude object but that liking is not the same as wanting (or goal formation), and it is goals rather than attitudes that are ultimately generative of behavior. Subsequently, when I encountered Ajzen socially we discussed the issues and decided to merge out perspectives. This is one instance where criticism is taken seriously and leads to creative new developments in theory.

Dr. Ajzen: The TPB is focused on human social behavior. Rarely, if ever, is an attempt made to explore the extent to which the behavior under consideration is actually of concern to the study’s participants. The Theory of Reasoned Goal Pursuit (TRGP) is meant to fill this void by suggesting that the motivation to consider performing a particular behavior rests, to a large extent, on the desire to attain one or more goals.

What do you see as the biggest contribution the Theory of Planned Behavior has made to Goal System's Theory?

Dr. Kruglanski: This merger clarifies the relation between attitudes and goals, two concepts of fundamental relevance to action. The Theory of Reasoned Action clarifies the relation between attitudes and intention, but the new theory identifies goal formation and dominance (over other current goals) as the critical moderator of when attitudes would have the predicted effect on intentions to execute the behavior.

What do you see as the biggest contribution the Goal System's Theory made to the Theory of Planned Behavior?

Dr. Azjen: The integration of these two theories is meant to extend the range of behaviors that can be accommodated. For some behaviors (wearing a seatbelt), the dominant goal (preventing injury in an accident) is self-evident and there is little variability in goals across individuals. With respect to behaviors of this kind the TPB has worked well. However, for other behaviors, such as exercising, goals can vary greatly from one individual to another and can fluctuate across time and context. With respect to these behaviors the TPB may not be sufficient and goals will have to be brought into the model.

Is there anything else you would like to comment on about your new theory for our readers?

Dr. Kruglanski: The readers should see the theory in the context of my prior critique of the notion that attitudes should lead to behavior (see Kruglanski, et al, 2017). The new message is that they would only if the behavior served a currently active and dominant goal.

Dr. Ajzen: For more than three decades, the Theory of Planned Behavior has withstood well the test of time and has continued to provide a useful platform for behavioral predictions and modification. However, advances in theory and research during this period have produced insights that have important bearing on our understanding of the factors that drive behavior. Much of this work has taken place in the domain of motivation and it includes insights incorporated into Goal Systems Theory. The Theory of Reasoned Goal Pursuit accounts for the extensive prior support for the TPB and it offers new research directions to be examined in future research.