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Why Do People Behave the Way They Do?

By Bill Bergquist
Posted on January 31, 2022
22 min read
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The Ajzen & Fishbein Reasoned Action (RA) model

This model is quite complex in its original form and I have simplified here (and in the companies in which I have applied it) to make it more understandable and practical. The logic of the model flows from left to right.

 

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