Applying Theory Elaboration for Theory of Reasoned Action (TRA) and Its Extensions

Abstract

The contemporary management theories usually are fragmented and lack newness. The Theory of Reasoned Action (TRA) is well-known for understanding behavioural intention and actual behaviour in both original TRA and extended TRA forms. However, the insights of TRA advancing are limited; therefore, for the benefit of the discovering and the creativity of novelty theoretical boundary in future research, this article aims to analyse TRA applications in the marketing field under the concept of theory elaboration, which analysis approaches and tactics for theory advancing. Based on a literature review from 2004-2020, the original TRA is advanced by Contrasting approach with Horizontal Contrasting tactic. Some of them add the external variables which impact the theory’s determinants. The extended TRA is advanced by approaches and tactics: Construct Specification approach by New Specification tactic, which adds new variables or integrates with other theories, and Structuring approach by the Specific Relations tactic, which adds more paths within the model. Some studies mix several approaches altogether.